龙岩学院学报
龍巖學院學報
룡암학원학보
JOURNAL OF LONGYAN UNIVERSITY
2014年
4期
75-82
,共8页
网上购物%声誉机制%电子商务平台%诚信
網上購物%聲譽機製%電子商務平檯%誠信
망상구물%성예궤제%전자상무평태%성신
online shopping%reputation mechanism%e-commerce platform%credit
在线声誉机制是网购平台重要组成部分，现有研究表明：在线声誉机制对促进平台可持续性成长，建立诚信交易环境，提升网上市场效率等均有显著作用，但在线声誉机制依然面临恶意评价、共谋攻击、评价报复与互惠、身份变更、品格改变、声誉信息收集、声誉度量与使用等方面的挑战。对在线声誉机制的进一步研究可从以下方面进行：基于各类平台、商业模式、社会信用基础等不同情境下的研究；与其它在线交易机制的相互作用以及买家诚信约束问题的研究。
在線聲譽機製是網購平檯重要組成部分，現有研究錶明：在線聲譽機製對促進平檯可持續性成長，建立誠信交易環境，提升網上市場效率等均有顯著作用，但在線聲譽機製依然麵臨噁意評價、共謀攻擊、評價報複與互惠、身份變更、品格改變、聲譽信息收集、聲譽度量與使用等方麵的挑戰。對在線聲譽機製的進一步研究可從以下方麵進行：基于各類平檯、商業模式、社會信用基礎等不同情境下的研究；與其它在線交易機製的相互作用以及買傢誠信約束問題的研究。
재선성예궤제시망구평태중요조성부분，현유연구표명：재선성예궤제대촉진평태가지속성성장，건립성신교역배경，제승망상시장효솔등균유현저작용，단재선성예궤제의연면림악의평개、공모공격、평개보복여호혜、신빈변경、품격개변、성예신식수집、성예도량여사용등방면적도전。대재선성예궤제적진일보연구가종이하방면진행：기우각류평태、상업모식、사회신용기출등불동정경하적연구；여기타재선교역궤제적상호작용이급매가성신약속문제적연구。
The mechanism of online reputation is an important component of online shopping platform. Researches show that online reputation mechanism plays a significant role in promoting sustainable growth, establishing environment of trading credit, improving market efficiency and so on. However, it still faces some challenges from malicious ratings, collusive attacks, revenges and reciprocities, identity changes, personality changes, collection of reputation information, measurement and usage of reputation, etc. Further researches on online reputation systems can be done from the following aspects: researches on environments about various platforms, business models, social foundation of credit as well as interactions with other online trading mechanism, and issues about credit restriction on buyers.
