Model Construction And Empirical Study On Online Reputation Of Social Commerce

With the rapid development of social media, social commerce has come into being. It is anew model of e-commerce by means of social media. Although the development ofe-commerce had a good momentum in recent years, the problem of online reputation becameone of the important problems which restricted its development. The research on the onlinereputation of social commerce has important significance. It can solve the problem of overloadproblems and reduce the search costs of consumers in the process of online shopping.Furthermore, it can further solve the problem of information asymmetry in the process ofonline shopping, restrict the behavior of transaction, create an environment of integritymanagement and reduce transaction risk.First of all, this paper defined the concept of social commerce and online reputation,summarized the characteristic of social commerce. It compared the process of online shoppingbetween social commerce and traditional e-commerce. Then it summarized the influencefactors of online reputation with social commerce by using literature theory analysis and thequestionnaire. It designed influence model of online reputation with social commerce thatcontained17indexes with4parts (including online sellers, consumers, website platform andexternal environment). It designed the questionnaire by the influence model of onlinereputation with social commerce. And it used the software of SPSS and AMOS to carry outempirical analysis based on survey data. It revised the influence model by2times and finallygot it that contained12indexes with4parts. At the same time, it used the method of systemdynamics to simulate the influence trend. At last, it put forward the developmentcountermeasures of online reputation with social commerce from the angle of online sellers,consumers, website platform and external environment.