基于制度工程学的刷好评监管制度有效性分析——以淘宝网为例

Effectiveness Analysis of Behavior Supervision Institution of Brushing Good Evaluation Based on Institution Engineering——Taking Taobaoas an example

针对各类网购网站中广泛存在的"刷好评"这一不正当竞争行为,进行了监管制度的有效性分析。基于制度工程学中的孙氏图模型,以淘宝网为例,分别从刷客和卖家的角度分析制度失效的原因,再对监管制度的有效性条件进行分析,并提出相应的对策。通过模型分析得出了降低不良行为回报、提高不良行为成本、设置奖惩措施及提高观测力度的制度有效边界条件。

Aiming at the unfair competition behavior of brushing good evaluation which is widespread in all kinds of online-shopping websites,the effectiveness analysis of supervision institution is done.Taking Taobao as an example,the cause of institution failure is analysed from Brushers＇ and sellers＇ point of view based on Sun-style figure.Then the validity conditions of supervision institution is discussed and relevant proposals are put forward.The effective boundary conditions of reducing reward of bad behavior,increasing cost of bad behavior,setting up rewardspunishment measure and enhancing observation intensity are obtained through model analysis.