基于C2C电子商务网站的声誉评价机制研究  

Research on the Reputation Mechanism of the C2C-based E-commerce Sites

作　　者：杨晓梅[1,2] 

机构地区：[1]山西大学管理学院,山西太原030006 [2]太原科技大学复杂系统与计算智能实验室,山西太原030024

出　　处：《山西大学学报（哲学社会科学版）》2009年第2期116-120,共5页Journal of Shanxi University(Philosophy and Social Science Edition)

基　　金：国家自然科学基金(60773133);山西省青年科技研究基金(2006021019)

摘　　要：随着基于C2C电子商务网站在中国的快速发展,建立完善的声誉评价机制已经成为规避信用风险的关键问题。文章通过对目前基于C2C电子商务网站的声誉评价机制的分析,构建了相应的概念模型。该模型结合中国C2C电子商务网站的操作流程,分析了影响声誉评价机制的各项因素,并通过实证对该模型的有效性进行了验证。With the rapid growth of C2C - based e - commerce sites in China, it becomes an important problem to construct a new mechanism. This mechanism is helpful to the avoidance of the trust risk. Through the analysis of current reputation mechanism of C2C - based e - commerce, the corresponding conceptual model is proposed. This model analyses relation factors, which affect the reputation mechanism based on the operational process of C2C e - commerce in China. The computation results verify the effectiveness of the proposed model.

关 键 词：电子商务 声誉评价 机制 

分 类 号：F713.5[经济管理—市场营销]