C2C模式下卖家信誉建立与提升策略研究

Study on Policies to Establish and Improve Reputation of Sellers in C2C Model

当前信誉已成为电子商务发展中不可回避的问题.C2C模式下,信誉是交易进行的基础,它直接关系着交易的安全有效.从卖家收益的视角出发,运用博弈理论分析了C2C模式下卖家信誉的演化过程,提出了惩罚和信任两种策略的适用条件.结果表明对于新进入的卖家,发表承诺和买方的惩罚能够促使其建立信誉,而对于已具有一定信誉值的卖家而言,买家的充分的信任和积极评价将是其维持和提升信誉的动力来源.

Nowadays the reputation has become an unavoidable issue in the development of e-commerce. In C2C business model, the reputation is regarded as the basis of transactions and it is directly related to the safe and effective of transactions. Based on the interest of the sellers, the paper analyzed the evolution of reputation in C2C with the game theory, then it proposed the conditions for both penalties and trust. Some conclusions are obtained as following： When the sellers entry market, the promise and punishment policy play the important role to establish reputation. As time goes by, for those sellers who have some reputation, the trust policy is more important.