电子商务环境下企业信誉的作用机理

Mechanism of action of business reputation under EC environment

在电子商务环境下,企业和消费者在面临交易与合作伙伴的选择时,企业的信誉尤为重要.研究企业信誉的作用机理,能够明确信誉对企业生存发展的重要作用.分析了信誉、信任、风险和支出等因素之间的关系,通过信誉评价,建立了信任过程和交易过程模型.研究结果表明:信誉影响企业信任、风险和支出;信誉与信任呈正相关性,与风险和支出呈负相关性;对企业的信誉评价过程直接影响着交易的进行与中止.

Reputation is especially important when firms and customers choose their business partners in EC environment. The study of the effect of reputation of corporations enables us to clarify the positive effect of good reputation on the survival and development of businesses. The relationships between reputation, credit, risk and expenditure are analyzed. We can establish the model of trust and reputation through reputation evaluation. Results of the study show that reputation affects business' trust, risk, and expenditure, and reputation is in right proportion to trust while risk is in inverse proportion to expenditure. The process of the reputation evaluation of a business will determine whether a transaction is successful or not.