2010年初兴起中国的网络团购,经过短短的一年半疯狂扩张便急剧衰落,最主要原因是业内的信用乱象。网络团购信用失范的普遍性和严重性不仅损害了消费者的权益,打击了他们对网络团购的信心,而且最终制约了网络团购业自身的发展——2010年8月起大批团购网站相继倒闭。很明显,信用重建是中国网络团购业未来发展的战略需要,也是当前求生的必然选择。但是,网络环境下电子商务信用管理研究才刚刚起步,而其所依赖的网络信用理论的研究则基本空白。基此,本文以传统信用理论为指导,基于公众可获得信息开展团购网信用行为的基本特性研究,以期为网络团购及其他电子商务信用管理创新提供理论基础。

Online group buying industry has emerged since the beginning of 2010 in China; however it has sharply declined only after a one and half years of crazy development. Credit chaos is the main cause for the decline. Prevalence and severity of credit loss in online group buying industry not only harm the interests of consumers, cracking down their confidence in the online group buying, but also ultimately constrain its own development. Since August 2010, a large number of online group buying businesses have gone bankruptcy one after the other. It is clear that credit rebuilding is the strategic demand for the future development of online group buying industry in China, and is also the inevitable choice for the current survival of the industry. However, the study on the credit management technology of e-commerce under the network environment has just started, and the credit theory of e-business that it depends on is basically blank. Based on that, guiding by traditional credit theory, the study on the credit behavior characteristics of online group buying business based on the information available to the public is conducted in order to provide the theoretical basis for the credit management of online group buying and other e-businesses.