摘要
信息不对称问题在线上交易中显得尤为突出,随之产生的逆向选择和道德风险使市场资源无法得到合理配置,阻碍了线上交易的健康发展。而线上声誉机制是解决信息不对称的有效途径。从线上声誉机制信号显示作用的视角看,反馈评价系统和信用积分评级系统的有效性已得到证实,但关于声誉机制整体内在规律性的研究不足。另外,线上声誉机制又是一种信号甄别和信号搜索机制,商家的线上声誉对自身的经济效益、策略行为和消费者行为决策均会产生显著影响,因而未来研究应进一步准确刻画理性经济人的线上行为,从而为声誉机制设计的优化和实施提供依据。
The problem of information asymmetry is particularly prominent in online transactions whereby adverse selection and moral hazard problems hinder the rational allocation of market resources and healthy development of online transactions.Therefore,the construction and influence effect of reputation mechanism in online market have become hot issues of e-commerce research for recent years.Online reputation mechanism is an effective way to solve information asymmetry.From the perspective of signal display function of online reputation mechanism,the effectiveness of feedback evaluation system and credit score rating system has been confirmed,but the research on the overall internal regularity of reputation mechanism is insufficient.On the other hand,online reputation mechanism is also a kind of signal screening and search mechanism.The online reputation of businesses has a significant impact on their own economic benefits,strategic behavior and consumer behavior decisions.Future research should further accurately depict the online behavior of rational-economic men so as to provide basis for the optimization and implementation of reputation mechanism design.
作者
李磊
宋建伟
Li Lei;Song Jianwei(XinJiang University of Finance and Economics,Urumqi 830012,China)
出处
《新疆财经》
2020年第4期24-31,共8页
Finance & Economics of Xinjiang
基金
国家自然科学基金项目“新疆特色农产品线上市场中信任感知、再购买意愿及竞争策略研究”(71762028)
新疆财经大学人文社会科学重点研究基地社会经济统计研究中心重点项目“面向大数据分析的新疆网络零售商声誉评价及影响效应研究”(050316B04)。
关键词
线上市场
信息不对称
线上声誉机制
网络购物
电子商务
电商平台
信用积分评级
Online Market
Information Asymmetry
Online Reputation Mechanism
Online Shopping
E-commerce
Electric Business Platform
Credit Score Rating
