Research On Online Reputation Formation Mechanism In B2C E-commerce Environment

Online reputation plays a very important role on the success of B2C e-commerce.This paper tries to study from online reputation formation mechanism view in B2Cenvironment, explores the formation process of online reputation and the formationmechanism among the factors, analyzes its’ distribution how affect consumer behaviordecisions.Include: One, the theoretical analysis of online reputation formation process in B2Cenvironment. From our country B2C electronic commerce development Present situationand the problems of B2C e-commerce market view, theoretically expounds the origin ofonline reputation, stakeholders of online reputation and the action principle of onlinereputation management system, explain online reputation formation process from thehistorical inevitability and related influence factors effect. Second, online reputationformation factors of mechanism research of B2C environment. From the market main bodytripartite perspective analysis what factors influence enterprise online reputation in B2Cenvironment, using the structural equation model principle fit and test the influencingfactors model, and then using analytic hierarchy process (AHP) empower to these threefactors, describe the degree of influence correlation of explicit index to the enterpriseonline reputation under the perspective main body behavior objectively. Third, thesimulation study of online reputation of B2C environment. Using system dynamics methodto simulate the system of related functions factors during the process of online reputationformation, based on the part of the enterprise online reputation on the model of thestructure of empowerment result, describe the change and development tend of onlinereputation for macro issues, the paper finally through establishes analytical framework,analysis the impact of enterprise online reputation distribution on consumer behaviordecision-making in B2C environment.The results indicate that among the numerous drive elements of the influenceenterprise online reputation, consumers’ consumption level and shopping experience, and the history evaluation of enterprise online information and enterprise brand and reputation,web quality and logistics distribution speed, all these factors have the greater impact. Forenterprises, if they want to improve their online reputation required from three partyrelated factors driving angle to find ways, and enterprise online reputation have importanteffect on consumer’s decision-making.