声誉、契约执行和产品质量——对网上交易信用评价系统的分析

Reputation,Contract Enforcement and Product Quality: An Analysis of Credit Evaluation System in Online Transaction

在网上交易中,信用评价系统发挥着重要的作用,这种系统所提供的消费者的反馈评分可以视为相应企业的声誉。文章建立了一个模型来解释这种网上声誉发挥作用的机制。借助信用评价系统,消费者可以观察到企业的反馈评分并可以据此做出自己的购买决策,因而这种网上声誉机制大大便利了信息的传播。本文证明了存在消费者的反馈评分这样一种信息传播机制时,企业一般不会选择欺骗消费者。

Credit evaluation system plays an important role in online transactions.Consumers?feedback scores provided by the system can be seen as the corresponding firm?s reputation.The paper builds a model to explore the online reputation mechanism.Owing to this system,consumers can observe all the firms?feedback scores and then make their purchasing decisions based on these information,that is to say,credit evaluation system makes it easy to transmit information.The paper proves that the firm would not cheat consumers in presence of this kind of system.