电子商务中交易欺诈分类及其信息经济学背景-从卖方欺诈的视角

电子商务中交易欺诈分类及其信息经济学背景-从卖方欺诈的视角(论文23000字)
摘要
本选题来源于江苏先锋信息科技有限公司委托，为电子商务外包企业提供大数据环境下的数据挖掘提供理论、方法和技术预研，分类电子商务中交易欺诈行为及其信息经济学背景。
本文通过对电子商务交易流程及特点的研究，了解电子商务交易中的机理，归纳其特征，抓住特点从而实现对电子商务中存在的欺诈行为进行分类，总结交易欺诈的特点。通过对消费者行为学的学习，了解消费者行为，分析电子商务中的欺诈行为是如何利用买方的消费动机，从而实现买方进入精心布的局，最终实现电子商务中的欺诈。通过对信息不对称的博弈学习，了解电子商务交易中存在的博弈，进而分析买卖双方之间的博弈。通过对消费者行为学和信息经济学的研究，从而归纳去电子商务交易欺诈行为的原因及机理。
研究表明，早期的电子商务欺诈，犯罪主体呈现年轻化，相当高的计算机网络专业知识和操作技巧往往是行为主体。信息技术和网络技术快速发展导致网络的专业性和技术性逐渐降低，网络用户不在指那些拥有相当高的计算机网络专业知识的人，普通用户的人数越来越多，从事欺诈活动的方式也越来越多。交易欺诈正是利用了买家追求物美价廉、方便和尝鲜等心理，以及买卖双方的信息不对称来完成的。

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通过分析，可以将电子商务交易中欺诈行为分为：劣质品充当优质品型、以虚假身份交易诈骗型、利用表达不明实现偷梁换柱型、利用信用卡套现型和钓鱼网站欺诈型。本文着重对钓鱼网站欺诈型的研究。归纳电子商务欺诈的原因分为内部原因和外部原因，内部原因主要是由交易模式引起的，外部因素指的是社会因素。研究成果表明欺诈群体正在逐渐增加，有碍电子商务正常发展，通过对交易欺诈行为的了解，了解其欺诈的机理，从而增加识别欺诈的能力。
关键词：电子商务 信息经济学 消费者行为 交易欺诈 博弈
Classification of Fraud In E-commerce and Its Information Economics Background
——from the Angle of Seller Fraud
ABSTRACT
This paper is commissioned by Jiangsu Vanguard Information Technology co., LTD to provide the e-commerce outsourcing enterprises with theories, approaches and technical pre-research for data mining under the environment of Big Data, and to classify the fraud practice and its information economics background.
This paper, through the research on e-commerce process and its features, explores the mechanism of e-commerce transaction and summarizes its features, then based on these features, it classifies the fraud practice in it to sum up the characteristics of fraud. A study on consumer praxiology will help us understand consumer behaviors and analyze how to take advantage of the buyers’ consumption motive to get them into purposely-designed traps and realize the fraud in e-commerce.  A study on the game theory of information asymmetry will help us understand the game in e-commerce to analyze that between sellers and buyers. A study on consumer praxiology and information economics will help summarize the causes and mechanism of e-commerce fraud.

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According to the research, the early e-commerce fraud offenders are of a younger age and with highly professional computer network and operation skills. The rapid development of information and network technology is making these technologies less professional. Network users are no longer confined to those with highly professional knowledge, and ordinary users are more and more, ways of fraud are also getting varied. Fraud in transactions is successful just as a result of the buyer’s psychology of pursuing quality at a low price, convince and a taste of the new, and the information asymmetry between sellers and buyers.
Through analysis, the fraud in e-commerce transactions can be divided into the following types: inferior products as quality ones, fake-identity transaction fraud, fraud through vague expression, credit-card-related withdrawal and phishing website fraud. This paper devotes much attention to the research into phishing website fraud. The causes of e-commerce fraud can be divided into internal and external ones, respectively the transaction mode and social factors. Research shows that the fraud group is getting larger, which has impeded the normal development of e-commerce. This paper explores the mechanism of fraud through the types of e-commerce transaction fraud to make us better at identifying fraud. [资料来源：http://think58.com]
Key Word: e-commerce;information economics;consumer behavior;fraud;gaming

目录
摘要    I
Abstract    II
第一章 引言    1
1.1 课题来源    1
1.2 课题背景    1
1.3 研究思路和技术路线    2
1.3.1本文拟采用的研究思路    2
1.3.2 本文的研究方法    3
第二章 文献综述    4
2.1 电子商务的概念及发展历程    4
2.2 国内外对电子商务欺诈行为的研究    4
2.3国内外对如防范及处理电子商务欺诈行为的研究    6
2.4 文献综述    6
第三章  电子商务交易中欺诈行为分类及特点    7
3.1电子商务交易的业务流程及其特点    7
3.2电子商务交易中卖方欺诈行为分类及其特征    12
第四章  电子商务交易欺诈的信息经济学解释    16
4.1电子商务交易欺诈行为原因    16
4.1.1电子商务交易欺诈行为社会因素    16
4.1.2电子商务交易欺诈行为自身因素    17
4.2消费者心理过程    19
4.2.1消费动机的产生    19
4.2.2分析消费者动机    19
4.3电子商务交易中信息不对称的博弈    21
4.3.1电子商务交易中的信任风险    21
4.3.2电子商务交易中的信息不对称    23
4.3.3电子商务交易中的博弈和逆向选择    25
第五章 案例分析    28
5.1 案例——钓鱼网站陷阱    28
5.2钓鱼网站陷阱形成的原因    31
5.2.1从消费者行为学出发    31
5.2.2从信息不对称角度出发    32
5.3钓鱼网站陷阱的防范    34
5.3.1钓鱼网站的传播途径    34
5.3.2钓鱼网站的防范    34
5.4钓鱼网站陷阱研究结论    35
结语    37
参考文献    38

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致谢    42

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