The Online Auction Reputation Mechanism

Recently, with the quick development of the internet, e-commerce, on-line transaction and auction websites have appeared. On-line auction, as a type of e-commerce, has been a new transaction mechanism which is paid more attention by merchants and customers. The builders and operators of auction websites are trying to find one or more reputation mechanisms to guarantee the development of on-line auction normally and orderly at all times.On-line reputation mechanisms are using the Internet's bi-directional communication capabilities in order to artificially engineer large-scale word-of-mouth networks where individuals share opinions and experiences on a wide range of topics, including companies, products, services, and even world events. To some extent, the reputation mechanism which auction websites provide guarantees the safe of on-line dealing and boosts the willing of shopping on-line. But the current reputation mechanism is not perfect.In this thesis, we introduce relative knowledge and fundamental theory of on-line auction and reputation mechanism firstly, then we take two native famous auction websites——Yiqu and Taobao as background. By comparing their reputation mechanism, we will research the reputation mechanism of on-line auction. Based on this, we find some problems in the current on-line auction, and we will try to provide some effective advice and the improvement measures.