王勇,靳开元,张玮艺,孙震.数字信用与在线社交对共享经济发展的影响[J].数量经济技术经济研究,2023,(1):172-191 | 数字信用与在线社交对共享经济发展的影响 | The Effect of Social Relationships and Digital Credit on Sharing Economy | | DOI: | 中文关键词: 社交关系 互惠机制 个人数字信用 二手商品交易 | 英文关键词: Dependent Functional Data Functional Regression Model Residual Functional Principal Component | 基金项目:本文获得国家社会科学基金重大项目“互联网平台的社会影响与治理路径研究”(21&ZD196)、教育部人文社会科学研究项目“平台经济双重治理体系的创新研究”(17JHQ031)、2022年度清华大学—丰田基金专项“未来社会大数据与数字经济的安全治理研究”的资助。 | | 中文摘要: | 二手商品交易是共享经济的重要一环,本文考察了社交关系与个人数字信用对在线二手商品交易的作用机制,并利用某二手商品交易平台的数据对相关结论进行实证检验,探究了在线社交与数字信用对共享经济发展的影响。本文通过把社交关系区分为一度好友关系和二度好友关系,并分别运用行为博弈模型和引入第三方惩罚的囚徒困境模型,对比分析了社交关系的直接互惠机制与间接互惠机制;然后,把个人数字信用作为声誉机制融入上述模型,分析了社交关系和个人数字信用两种机制的交互作用。我们运用某二手交易平台的大规模数据对前述作用机制的效果进行了计量检验。研究发现:第一,社交关系和个人数字信用均可促进交易,但社交关系的作用显著高于个人信用;第二,社交关系中直接互惠机制优于间接互惠机制;第三,个人数字信用可以起到强化社交关系对交易的支持作用。上述发现可以帮助我们更好地理解社交关系和个人数字信用在数字时代人格化交易中的突出作用,从而更好地支持以个体交易为主的共享经济等业态的发展。 | 英文摘要: | As digital technology has developed, the online trading of second-hand goods has rapidly emerged as a new model in the sharing economy. Second-hand goods are mostly non-standardized, leading to significant information asymmetry problems between buyers and sellers. Because the frequency of second-hand transactions is quite low, there is significant opportunistic behavior in these transactions. This leads to high transaction costs and low success rates. Online second-hand trading platforms have introduced two mechanisms to reduce these opportunistic behaviors. The first uses a reciprocity mechanism that relies on the social relationship between the two parties in the transaction; the second uses a credit system that relies on the users' personal credit. How effective are these two mechanisms in supporting online second-hand transactions? Which mechanism is more effective? Are the two mechanisms substitutable or complementary to each other?In agricultural societies, trades were mainly conducted within a specific group of people. Personal transactions, which rely on social relationships, were the main way to reduce transaction costs. As the industrial economy developed, personal transactions became less effective in supporting businesses, as commodity traders needed to break through geographical barriers. This was the only way to conduct trades across a wider range of people and on a larger scale. Impersonal transactions, facilitated by the credit system, emerged. The credit system became the foundation of modern economies, highlighting the successful practices of Moody's, Standard & Poor's, and FICO.However, this perspective does not represent the full picture of the role of social relationships in supporting transactions. Many transactions in the industrial era are promoted by salespeople, through interpersonal interactions. However, many economic activities based on social relationships have also emerged, including e-commerce and the fan economy. These newly flourishing economic practices show that social relationships provide substantial support for transactions.In this study, we separate social relationships into first-degree friendships and second-degree friendships. We then construct a behavioral game model with a kindness function to portray direct reciprocity among first-degree friends. We also construct a prisoner's dilemma model with third-party punishment to portray indirect reciprocity in second-degree friendships. We integrate personal credit into these models as a reputation mechanism, to analyze the interaction between social relationships and personal credit. Based on these models, we use large-scale data from a second-hand trading platform to test the hypotheses and compare the effects of these mechanisms.The study findings were as follows. 1) Both social relationships and personal credit facilitate transactions, but the support of social relationships is significantly higher compared to personal credit. 2) The direct reciprocity mechanism in social relationships is more significant than the indirect reciprocity mechanism. 3) The role of personal credit in supporting trading operates mainly through the reputation mechanism. 4) When social relationships and personal credit coexist, the social relationship amplifies the impact of personal credit on transactions.These findings provide new perspectives for understanding the mechanisms of personal and impersonal transactions, and provide important guidance for digital economy practices, such as the sharing economy and the gig economy. These findings suggest that cooperation between social and transactional platforms generates significant economic benefits. For historical reasons, China's credit system is not well developed. In this case, using social reciprocity to alleviate the information asymmetry between the two sides of market may be an efficient approach. The role of personal credit is equally important. Online second-hand trading platforms should actively introduce users' personal credit as a kind of reputation mechanism to address the information asymmetry problem. When it is difficult for an online second-hand trading platform to independently establish a feedback system, introducing a personal credit system evaluated by a third party may help facilitate transactions. | 查看全文 相关附件: 下载数据代码附录 |
| | |