B2C环境下电子零售商信誉评价研究

摘要

This paper, faking China's B2C e - retailers as the research object, establishes the comprehensive reputation e-valuation index system and evaluation methods, forms systematic evaluation model of electronic retailers'reputation, and gives an empirical application example of this model. The index system establishes four aspects, 12 sub indicators in total, and designs 21 specific measurements including ability, integrity, benevolence and trust assurance. It also chooses two e-lectronic retail booksellers, Dangdang and Joyo Amazon, as the subjects for the examples of evaluation and makes analysis on output of the model of reputation evaluation.%以中国的B2C电子零售商为研究对象,建立综合的信誉评价指标体系,该指标体系包含能力、诚实、善意和信任保证4个维度共12个子指标,并且设计21个三级测量指标,在此基础上选择合适的评价方法,形成B2C环境下电子零售商信誉评价模型.应用该信誉评价模型对当当网和卓越亚马逊这两个电子零售书商进行实例评价.