Research On The Reputation Effect And Design Of The Reputation Evaluation Mechanism In The E-Commerce Market

The e-commerce is extremely popular as a new method of trade around world. The development of e-commerce has facilitated the information sharing between the operator and consumer, however,Unlike dealing in the traditional market, the operator issues the false information in e-commerce market and make the conditions of information asymmetry becoming more seriously. Online customers and vendors have to engage in transactions with strangers they have little or no interactions before, which increase the level of uncertainty and risks. Therefore, the trust and reputation are at the heart of the discussion of e-commerce marketing relationships.This paper gives an analysis on the behavior of participator in the e-commerce market through the Repeated Game Model and the Signaling Game Model. In the first model, it introduces the situation that the information asymmetry of both sides dealer in e-commerce market into the repeated games. Through sets up corresponding game model, analyze the function mechanism in e-commerce market of the reputation effect. According to model analysis result proposes countermeasures and suggestion to reduce market proprietor's fraud demeanor. In the second model, it aims at the process of information transmit in e-commerce market and analyze the signaling game model, gets the method that impel the separating equilibrium occurs between the game of both sides and proposes countermeasures to reduce the fraud demeanor in the market.In the paper, we propose a theoretical model that built the evaluation mechanism to"scores"the vendor's reputation. Having set up a corresponding ? evaluation model, we might be able to analyze the functional mechanism in e-commerce market of the reputation effect. The mechanism is based on the trust fuzzy system, and the system can be build such that the apartment of management in the e-commerce market directs each interaction between the participators. Such a mechanism could make it credible for the vendors and the customer to deal with the online transaction.At the end of this paper, we summarize our research work, and propose the direction of reputation evaluating, as well as the research route.