网购平台在线声誉机制作用的实证研究方法评析  

A Review of the Empirical Research Methods on the Effect of Online Reputation System in Online Shopping Platform

作　　者：林建宗[1] LIN Jian-zong(School of Economics and Management, Xiamen University of Technology, Xiamen 361024, China)

机构地区：[1]厦门理工学院经济与管理学院,福建厦门361024

出　　处：《数学的实践与认识》2016年第19期62-73,共12页Mathematics in Practice and Theory

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>(12BGL121)

摘　　要：在线声誉机制是网购平台重要的信号机制,是平台可持续成长的基础.从理论基础、研究假设、数据来源、变量选择、模型应用等方面,全面梳理了在线声誉机制作用的实证研究方法,包括Hedonic回归、Logit、Probit、Poisson、Tobit、截取正态回归、样本选择回归、固定效应、广义最小二乘法等模型的应用.最后展望未来相关研究及方法,并构建在线声誉机制作用的实证研究综合框架.Online reputation system is an important signaling mechanism and the basis of sustainable growth for online shopping platform.From the aspects of theoretical basis,research hypothesis,data source,vaxiable selection,model application,this paper summarizes the empirical analysis methods,including hedonic regression,Logit,Probit,Poisson,Tobit,censored normal regression,sample selection regression,fixed effects regression,generalized least squares model.Finally,it prospects some related researches in the future and constructs an integrated empirical research framework for the effect of online reputation system.

关 键 词：电子商务 在线声誉机制 网购平台 

分 类 号：F713.36[经济管理—产业经济]