互联网平台型电商企业的在线声誉治理机制:逻辑理路与实现路径  

The Online Reputation Governance Mechanism of the Internet E-commerce Platform Enterprises:Logical Approach and Realization Path

作　　者：汪旭晖[1] 李晶 Wang Xuhui;Li Jing(School of Business Administration,Dongbei University of Finance and Economics,Dalian 116025,China)

机构地区：[1]东北财经大学工商管理学院,辽宁大连116025

出　　处：《当代经济管理》2023年第1期18-28,共11页Contemporary Economic Management

基　　金：国家社会科学基金重大项目《融媒体环境下互联网平台型企业现代治理模式研究》(20&ZD322);国家自然科学基金项目《消费者如何处理复杂信息?平台型电商情境下信号的超载、冲突、噪声对买家决策的影响》(71972030);辽宁省科学事业公益研究基金(软科学研究计划)项目(2022JH4/10100046);辽宁省社会科学规划基金重大委托项目《加快推进辽宁数字经济高质量发展的路径与政策研究》(L22ZD004)。

摘　　要：互联网平台型电商企业作为一种新的商业模式在推进零售产业变革,带动社会经济增长的同时也因自身虚拟组织架构加剧了平台型网络市场中的信息不对称问题。研究基于对在线声誉研究的全面回顾与系统梳理,发现在线声誉作为信息披露与信息传递工具可以有效缓解平台型网络市场中的信息不对称问题。通过对互联网平台型电商企业在线声誉治理机制进行深入分析,研究提出互联网平台型电商企业的在线声誉治理机制是声誉规则体系与治理对象的相互匹配、声誉治理策略与经营行为的灵活调整、声誉治理效能与用户参与的协同演进、声誉治理强度与平台发展的动态均衡。As a new business model,the internet e-commerce platform enterprises are promoting the reform of the retail industry and driving social and economic growth. At the same time,they also exacerbate the problem of information asymmetry in the online retail market due to their own virtual organizational structure. Based on a comprehensive and systematic review of online reputation research,this study finds that online reputation as a tool of information disclosure and information transmission can effectively alleviate information asymmetry in the platform-mediated network market. Through in-depth analysis of the online reputation governance mechanism,this study proposes that the online reputation governance mechanism of the internet e-commerce platform enterprises is the mutual matching of reputation rule system and governance objects,the flexible adjustment of reputation governance strategies and business behaviors,the collaborative evolution of reputation governance efficiency and user’s participation,the dynamic balance between reputation governance strength and platform development.

关 键 词：互联网平台型电商企业 在线声誉治理机制 平台型网络市场 

分 类 号：F724.6[经济管理—产业经济]