跨境电商平台卖家好评返现行为约束机制研究.pdfVIP

第2023 年第4 期 业 经 济 No.4，2023 总第560 期） SHANGYE JINGJI Total No.560 跨境电商平台卖家好评 返现行为约束机制研究 姚 欣 ，韩朝亮 哈尔滨商业大学 经济学院， 黑龙江 哈尔滨 150028） [ 摘要] 近年来，随着跨境电子商务的蓬勃发展，我国跨境电商队伍日益壮大，跨境贸易发展迎来新的契机。但由 于网络的特殊性，卖家与买家信息不对称，卖家的好评返现营销行为严重影响了跨境电商的健康发展。电商平台卖家受利 益驱使采取好评返现的营销行为，买家为降低成本也乐于接纳好评返现的方式。此外由于平台监管力度不足以及法律政策 不健全，好评返现行为得以大行其道。需要通过平台建立技术监管机制和奖惩机制，引入第三方治理以及国家与跨境电商 平台协同治理的机制进行约束。 [关键词] 跨境电商平台；好评返现行为；约束机制 [中图分类号] F713.36 [文献标识码] A [文章编号] 1009-6043 2023 ）04-0078-03 Abstract: In recent years, with the vigorous development of cross-border e-commerce, Chinas cross-border e-commerce is growing, and the development of cross-border trade ushers in new opportunities. However, due to the particularity of Internet, the information between sellers and buyers is asymmetric, and the positive feedback marketing behavior of sellers has seriously affected the healthy development of cross-border e-commerce. The sellers of e-commerce platforms are motivated by their interests to adopt the marketing behavior of positive feedback rebate, and the buyers are also willing to accept the rebate to reduce costs. In addition, due to the insufficient supervision of the platforms and the imperfect legal policies, the positive feedback cashback behavior has become popular. It is necessary to establish a technical supervision mechanism and a reward and punishment mechanism through the platforms, and introduce a mechanism of third-party governance and the collaborative governance between the state and cross-border e-commerce platforms for constraints. Key words: cross-border e-commerce platforms, feedback cashback behavior, constraint mechanism 一、引言 也频繁出现好评返现问题，不仅损害了买家的合法权益，