电子商务平台诚信评价模型的建构

Constructing the E-commerce Platform Integrity Evaluation Model

基于商业生态系统和多边诚信的系统性视角,确定14个诚信评价指标,同时选取13家知名电子商务平台为样本,采用因子分析法,提取5个主成分因子,构建了由主成分因子权重系数和得分函数两部分组成的电子商务平台诚信评价模型。实证结果在验证评价模型科学性和有效性的同时,也揭示了我国电子商务平台诚信水平普遍较低的现实,并表明平台运营能力和买家诚信是提升平台诚信水平的重点因素。

Based on the systematic perspective of business ecosystem and multilateral integrity, this paper proposed an integrity evaluation index system with 14 observed variables. Meanwhile, it selected 13 e-commerce platforms as samples, applying factor analysis to determine 5 principal component factors and constructed an integrity evaluation model of e-commerce platform, comprised by the weight coefficient of principle component factor and score functions. Finally, this paper applied this model to evaluate the status of integrity of sample platforms, and the results show that the integrity level is generally low, and the platform operation ability and buyer integrity should be the key factor in enhancing the integrity level.