基于买家感知的网购平台声誉机制实证  

An Empirical Analysis on Reputation System in Online Shopping Platform based on Buyers' Perception

作　　者：林建宗[1] 

机构地区：[1]厦门理工学院商学院,福建厦门361024

出　　处：《中国流通经济》2016年第1期70-78,共9页China Business and Market

基　　金：国家社会科学基金项目"平台型电子商务诚信体系中私人秩序的实证与运作研究"(项目编号:12BGL121)

摘　　要：在线声誉机制是网购平台的重要组成部分,是买家网购信任决策的重要参考。买家感知声誉信息可信度正向影响其对声誉信息的使用程度,并正向影响买家的网购金额,但声誉信息的使用度对买家网购金额的影响是负向的。发挥在线声誉机制的作用,一方面要提升声誉信息的可信度,杜绝卖家"刷信用"和报复给"差评"的买家,以及买家的恶意"差评";另一方面要提高使用声誉信息的方便性。私人秩序和公共秩序是网上交易治理不可或缺的两种机制,在保证网购平台诚信交易方面,除需要以声誉机制为基础的私人秩序之外,也需要进行以法律法规为主体的公共秩序治理。Online reputation mechanism is an important part of online shopping platform and the important reference of buyers＇ online-shopping trust decision. The buyer＇s perception on the reputation information credibility will have positive effects on the degree of their usage of the reputation information and their amount of online purchase;while the usage of reputation information will have negative effect on the amount of online purchase. To give play to the role of online reputation mechanism,we should improve the credibility of reputation information,eliminate the phenomenon of cheating in the improvement of reputation and the retaliatory action on buyers＇ giving＂bad comments＂;we also should improve the convenience in using reputation information. Private and public order is the two necessary governance mechanism of E-trading.

关 键 词：网购平台 在线声誉机制 电子商务 诚信评价 网络零售 

分 类 号：F724.26[经济管理—产业经济]