Journal of Northeastern University(Social Science) ›› 2012, Vol. 14 ›› Issue (5): 418-421.DOI: -

• Economics and Management • Previous Articles     Next Articles

A Study on the Effect Mechanism of Online Reputation Based on C2C Ebusiness Transaction Flow

YU Zhaoji1,2, JIN Zhong2   

  1. (1. School of Business Administration, Northeastern University, Shenyang 110819, China; 2. School of Management, Shenyang University of Technology, Shenyang 110870, China)
  • Received:2012-04-11 Revised:2012-04-11 Online:2012-09-25 Published:2014-12-23
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Abstract: Aiming at the reputation crisis existing in the process of ecommerce development, this paper divided transaction flow into three periods—pretransaction, intransaction and posttransaction based on Chinese C2C transaction flow and the fluidity of cash flow. It explored the origins of reputation generation in each period and expounded the important acts of participating parties in the transaction process by which to determine whether online reputation is affected and how online transaction is impacted. The major influential factors for online reputation have been identified, which might provide valuable reference for improving the quality of online reputation evaluation and promoting the participating parties reputation.

Key words: C2C ebusiness, online reputation, transaction flow

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