Decision-making of transaction risk control for cybermediary under average risk preference

The paper firstly describes the transaction mode of electronic commerce enrolled by the cybermediary, and designs the managerial mechanism of transaction risk of cybermediary. After building a multi-objective decision model that can be used to determine control level for the cybermediary, the paper studies the existence of the optimal solution through equivalent transform. Finally, the paper analyzes the impacts of benefit tendency of cybermediary on optimal control decision under certain average risk preference and further analyzes optimal control strategy under variable average risk preference. The results are helpful to the decision-making of transaction risk control for cybermediary.