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Bizalom, jóhírnév és identitás az elektronikus piacokon
[Trust, goodwill and identity on electronic markets]

Author

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  • Hámori, Balázs

Abstract

A bizalom, amely a legegyszerűbb cseréknek is előfeltétele, különös jelentőségre tesz szert az elektronikus piacokon. A szerző kályhaként egy játékelméleti modellből indul ki, hogy megvilágítsa: miként hidalhatják át az alkalmi partnerek az egymás stratégiaválasztásaira vonatkozó információk hiányát kevert stratégiával, és miként javíthatják kifizetésüket ismételt játékok esetén a trigger, illetve a szemet szemért stratégia alkalmazásával. A vevő és eladó kapcsolata a hálón többnyire alkalmi, s a kockázat mérséklése érdekében ezért innovatív bizalomépítő megoldásokra van szükség. Ilyen mechanizmus például a vevői szolidaritás intézményesülése a hírnévépítő és -romboló akciókban. Elvben a vevő csak akkor tud dönteni a szoftverek és más tudástermékek hasznosságáról, ha már a birtokában vannak, addig viszont nincs értelme megvásárolni őket, amíg nincs meggyőződve a hasznosságukról. Más vevők interneten közzétett tapasztalatai azonban feloldják ezt az ellentmondást. Működik a vevői szolidaritás, más vevők - javasló és eltanácsoló szerepkört vállalva - segítik vevőtársaikat döntéseik megalapozásában. A saját jóhírnevüket értékesítő közvetítők (a kikiáltóktól a hitelesítő intézményekig) ugyancsak oldják a partnerek közötti bizalmatlanságot. A tanulmány kitér a bizalom kifejlődésének speciális korlátaira is az elektronikus tranzakciókban, különös tekintettel az identitásváltoztatás lehetőségére. Journal of Economic Literature (JEL) kód: A13, D74, Z13.

Suggested Citation

  • Hámori, Balázs, 2004. "Bizalom, jóhírnév és identitás az elektronikus piacokon [Trust, goodwill and identity on electronic markets]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(9), pages 832-848.
    • Handle: RePEc:ksa:szemle:708
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    References listed on IDEAS

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    1. Claude Ménard (ed.), 2000. "Institutions, Contracts and Organizations," Books, Edward Elgar Publishing, number 1921, March.
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    Cited by:

    1. Dobos, Imre & Gelei, Andrea, 2016. "Bizalom az üzleti kapcsolatokban. A diadikus adatelemzés egy alkalmazása [Trust in business relations - an application of dyadic data analysis]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(3), pages 330-349.

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    More about this item

    JEL classification:

    • A13 - General Economics and Teaching - - General Economics - - - Relation of Economics to Social Values
    • D74 - Microeconomics - - Analysis of Collective Decision-Making - - - Conflict; Conflict Resolution; Alliances; Revolutions
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification

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