The initial reputation online reputation management system in determining method and reputation points model research
|School||Yunnan University of Finance|
|Keywords||online reputation management system initial credit points aggregatingmodel|
The rise of the internet technology has been a huge impact on the traditional commercial activities. Because Internet is highly interactive, convenient, transparent and personalized, consumers have more opportunities to exchange views and share information with other consumers and businesses, and e-commerce is favored by more and more businesses and consumers. E-commerce market in China is entering a rapid growth stage. According to the2009-2010online shopping industry report released by Iresearch, the size of users and deals in2009and2010China’s online shopping market is expanding rapidly. Clearly in the current, technology is no longer the main bottleneck of the development of e-commerce, while credit has become the major environmental factor that affects the development of electronic commerce.Online reputation management system is a management tool which is easy to implement and convenient to use. At present, many websites and online communities are in the use of online reputation management system, but the system has some problems in designing.In this dissertation, on the basis of the extensive literatures for reference, the author points out the existing problems of online reputation management system: ignoring the initial reputation points, the weights of evaluation indexes, the reliability of user assessment and time weight. For the initial reputation points problem, the author transforms the traditional credit rating-Moody’s into initial reputation points, thus encouraging companies with traditional credit rating to participate in e-commerce transactions with a true identity.Then the dissertation constructs a set of online credit evaluation index system which has two levels, the first level of the system includes two indexes:commodity quality and services quality, and the second level is segmented in detail for buyers to evaluate sellers reputation. Based on the index system, the dissertation uses triangular fuzzy function to calculate the seller’s reputation points after a transaction, and the reputation points is analyzed by direct credibility and indirect credibility in order to ensure the authenticity of user’s evaluation. Based on the above work, the author establishes a credibility model which is integrated the initial reputation points, the weights of evaluation indexes, the reliability of user assessment and time weight, to solve current problems of online reputation management system. Then this dissertation uses Taobao sample data to test model validity, the result shows that the model can reflect the real business reputation.