Construction of Online Reputation Mechanismand Its Influence Effect: A Literature Review

doi:10.16716/j.cnki.65-1030/f.2020.04.003

Abstract

Abstract: 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.

Key words: Online Market, Information Asymmetry, Online Reputation Mechanism, Online Shopping, E-commerce, Electric Business Platform, Credit Score Rating

CLC Number:

Li Lei, Song Jianwei. Construction of Online Reputation Mechanismand Its Influence Effect: A Literature Review[J]. Finance & Economics of Xinjiang, 2020, (4): 24-31.

References

[1] Huston J H,Spencer R W.Quality,Uncertainty and the Internet:the Market for Cyber Lemons[J].The American Economist,2002(1):50-60.
[2] Brynjolfsson E,Smith M D,Ripoli G,Shin J.Frictionless Commerce?A Comparison of Internet and Conventional Re- tailers[J].Management Science,2000(4):563-585.
[3] Shapiro C.Premiums for High Quality Products as Returns to Reputations[J].Quarterly Journal of Economics,1983(4):659-679.
[4] 周黎安,张维迎,顾全林,沈懿.信誉的价值:以网上拍卖交易为例[J].经济研究,2006 (12):81-91+124.
[5] Bolton G E,Katok E,Ockenfels A.How Effective are Electronic Reputation Mechanisms?An Experimental Investiga- tion[J].Management Science,2004(11):1587-1602.
[6] Li L.Reputation,Trust,andRebates:How Online Auction Markets can Improve Their Feedback Mechanisms[J].Journal of Economics and Management Strategy,2010(2):303-331.
[7] 吴德胜. 网上交易中的私人秩序——社区、声誉与第三方中介[J].经济学(季刊),2007(3):859-884.
[8] 肖俊极,刘玲.消费者保障计划的有效性研究——基于C2C网上交易的实证分析[J].财贸经济,2009 (11): 112-119.
[9] Roberts J W.Can Warranties Substitute for Reputations?[J].American Economic Journal:Microeconomics,2011(3):69-85.
[10] Tadelis S.Reputation and Feedback Systems in Online Platform Markets[J].Annual Review of Economics,2016(1):321-340.
[11] 高彦彦,孙军.在线拍卖价格的影响因素研究:对实证文献的一个分析[J].产业组织评论,2015(4):111-126.
[12] Klein T J,Lambertz C,Spagnolo G,Stahl K O.Last Minute Feedback[J].Discussion Paper,2006(62):1-22.
[13] Dellarocas C N,Wood C A.The Sound of Silence in Online Feedback:Estimating Trading Risks in the Presence of Reporting Bias[J].Management Science,2008(3):460-476.
[14] 李玲芳,洪占卿.关于双向声誉机制的作用机理及有效性研究[J].管理科学学报,2015(2):1-12+94.
[15] Bolton G,Greiner B,Ockenfels A.Engineering Trust:Reciprocity in the Production of Reputation Information[J]. Management Science,2013(2):265-285.
[16] Hui X,Saeedi M,Sundaresan N.Adverse Selection or Moral Hazard,an Empirical Study[J].The Journal of Industrial Economics,2018(3):610-649.
[17] Chen L,Jiang T,Li W,Geng S,Hussain S.Who should Pay for Online Reviews?Design of an Online User Feedback Mechanism[J].Electronic Commerce Research and Applications,2017(23):38-44.
[18] 郝媛媛,叶强,李一军.基于影评数据的在线评论有用性影响因素研究[J].管理科学学报,2010(8):78-88+96.
[19] Racherla P,Friske W.Perceived 'Usefulness' of Online Consumer Reviews:An Exploratory Investigation across Three Services Categories[J].Electronic Commerce Research and Applications,2012(6):548-559.
[20] 殷国鹏. 消费者认为怎样的在线评论更有用?——社会性因素的影响效应[J].管理世界,2012(12):115-124.
[21] Filieri R.What Makes Online Reviews Helpful?A Diagnosticity-adoption Framework to Explain Informational and Normative Influences in e-WOM[J].Journal of Business Research,2015(6):1261-1270.
[22] Miao Q,Li Q,Dai R.Amazing:A Sentiment Mining and Retrieval System[J].Expert Systems with Applications,2009(36):7192-7198.
[23] 相甍甍,郭顺利,张向先.面向用户信息需求的移动商务在线评论效用评价研究[J].情报科学,2018(2):132-138.
[24] 陈燕方,李志宇.基于评论产品属性情感倾向评估的虚假评论识别研究[J].现代图书情报技术,2014(9):81-90.
[25] 任亚峰,姬东鸿,张红斌,尹兰.基于PU学习算法的虚假评论识别研究[J].计算机研究与发展,2015(3):639-648.
[26] Wang Z,Gu S,Zhao X,Xu X.Graph-based Review Spammer Group Detection[J].Knowledge and Information Sys-tems,2017(3):571-597.
[27] 李杰, 李欢.基于深度学习的短文本评论产品特征提取及情感分类研究[J].情报理论与实践,2018(2):143-148.
[28] 杨春妮,冯朝胜.结合句法特征和卷积神经网络的多意图识别模型[J].计算机应用,2018(7):1839-1845.
[29] Zhang Y,Zhang Z,Miao D,Wang J.Three-way Enhanced Convolutional Neural Networks for Sentence-level Senti-ment Classification[J].Information Sciences,2019(477):55-64.
[30] Aperjis C,Johari R.Designing Aggregation Mechanisms for Reputation Systems in Online Marketplaces[J].ACM Sigecom Exchanges,2010(1):1-4.
[31] Mohammad A.Online Reputation Model Using Moving Window[J].International Journal of Advanced Computer Sci-ence and Applications,2017(4):508-512.
[32] Yan Z,Jing X,Pedrycz W.Fusing and Mining Opinions for Reputation Generation[J].Information Fusion,2017(36): 172-184.
[33] Lucking-Reiley D,Bryan D,Prasad N,Reeves D M.Pennies from eBay:the Determinants of Price in Online Auctions[J].Journal of Industrial Economics,2007(2):223-233.
[34] Przepiorka W.Buyers Pay for and Sellers Invest in a Good Reputation:More Evidence from eBay[J].The Journal of Socio-Economics,2013(42):31-42.
[35] 杨居正,张维迎,周黎安.信誉与管制的互补与替代——基于网上交易数据的实证研究[J].管理世界,2008(7):18-26.
[36] 钱炳,周勤.声誉溢价是否总是存在?——来自淘宝网的实证研究[J].产业经济研究,2012(2):87-94.
[37] Fan Y,Ju J,Xiao M.Reputation Premium and Reputation Management:Evidence from the Largest e-Commerce Platform in China[J].International Journal of Industrial Organization,2016(46):63-76.
[38] Wu W,Ye Q.The Impact of Reputation System on C2C Online Sales:Evidence from China[Z].International Confer-ence on Management Science and Engineering,2008.
[39] Ye Q,Xu M,Kiang M,Wu W,Sun F.In-Depth Analysis of the Seller Reputation and Price Premium Relationship:A Comparison between eBay US and Taobao China[J].Journal of Electronic Commerce Research,2013(1):1-10.
[40] 薛有志,郭勇峰.C2C电子商务卖家的竞争战略研究:基于淘宝网的分析[J].南开管理评论,2012(5):129-140.
[41] Rabby F,Shahriar Q.Non-Neutral and Asymmetric Effects of Neutral Ratings:Evidence from eBay[J].Managerial and Decision Economics,2016(2):95-105.
[42] 吴德胜,任星耀.信誉与管制的互补与替代——基于网上交易的实证研究[J].南开管理评论,2013(1):122-137.
[43] Park D H,Lee J,Han I.The Effect of Online Consumer Reviews on Consumer Purchasing Intention: the Moderating Role of Involvement[J].International Journal of Electronic Commerce,2007(4):125-148.
[44] 金立印. 网络口碑信息对消费者购买决策的影响:一个实验研究[J].经济管理,2007(22):36-42.
[45] East R,Hammond K,Lomax W.Measuring the Impact of Positive and Negative Word of Mouth on Brand Purchase Probability[J].International Journal of Research in Marketing,2008(3):215-224.
[46] Wang S,Cunningham N R,Eastin M S.The Impact of eWOM Message Characteristics on the Perceived Effectiveness of Online Consumer Reviews[J].Journal of Interactive Advertising,2015(2):151-159.
[47] Cabral L,Hortaçsu A.The Dynamics of Seller Reputation:Evidence from eBay[J].The Journal of Industrial Economics, 2010(1): 54-78.
[48] José J,Cerdá-Cerdá.The Value of a Good Reputation Online:An Application to Art Auctions[J].Journal of Cul-tural Economics,2012(1):67-85.
[49] 常亚平,姚慧平,韩丹,阎俊,张金隆.电子商务环境下服务补救对顾客忠诚的影响机制研究[J].管理评论, 2009(11):30-37.
[50] 姚卿,宋晓康.负面网络口碑补救行为对消费者满意度的影响——基于感知公平视域的分析[J].商业研究, 2018(6):20-24.