网购平台在线声誉机制研究现状与展望

摘要

The mechanism of online reputation is an important component of online shopping platform. Researches show that online reputation mechanism plays a significant role in promoting sustainable growth, establishing environment of trading credit, improving market efficiency and so on. However, it still faces some challenges from malicious ratings, collusive attacks, revenges and reciprocities, identity changes, personality changes, collection of reputation information, measurement and usage of reputation, etc. Further researches on online reputation systems can be done from the following aspects: researches on environments about various platforms, business models, social foundation of credit as well as interactions with other online trading mechanism, and issues about credit restriction on buyers.%在线声誉机制是网购平台重要组成部分，现有研究表明：在线声誉机制对促进平台可持续性成长，建立诚信交易环境，提升网上市场效率等均有显著作用，但在线声誉机制依然面临恶意评价、共谋攻击、评价报复与互惠、身份变更、品格改变、声誉信息收集、声誉度量与使用等方面的挑战。对在线声誉机制的进一步研究可从以下方面进行：基于各类平台、商业模式、社会信用基础等不同情境下的研究；与其它在线交易机制的相互作用以及买家诚信约束问题的研究。