RESEARCH ON THE CONSTRAINT MECHANISM OF SELLERS' POSITIVE REVIEW REBATES IN CROSS-BORDER E-COMMERCE PLATFORMS

Abstract

In recent years, with the vigorous development of cross-border e-commerce, China's 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 ecommerce 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.