电子商务卖家声誉评价研究综述

Review of Research on the Evaluation of Seller Reputation in E-Commerce

当前电子商务卖家声誉评价研究主要为声誉系统算法设计及用户行为相关研究、不同交易情境及研究视角的电子商务卖家声誉测评指标研究、用户评论及卖家沟通及营销策略等声誉影响因素研究;现有研究存在声誉测量指标主体不清晰、形成性指标和反映性指标混用、量表移植后的情境适用性低等问题,强调消费者心理认知及行为的声誉系统设计、增强情境适应性的声誉测量指标、社会化商务环境下的声誉测评及影响因素等是未来需要关注的研究方向。

The current research on sellers reputation evaluation in ecommerce mainly includes research on the algorithm design and user behavior of E - commerce reputation system, research on reputation evaluation in E - commerce from different research situation and research view, the research on the factors influencing the seller reputation such as customer reviews, the communication and marketing strategy adopted by online - seller, etc. Some problems of the current study are that the subject of reputation evaluation index is not clear, the index includes formative index and reflective index, the situation applicability of reputation scale is low. Finally research on the reputation evaluation system design emphasizing consumer cognition and behavior, reputation measurement and assessment with high situation adaptability, seller reputation evaluation and influence factors in social commerce need to be paid more attention in the future.