Journal of Northeastern University:Natural Science ›› 2013, Vol. 34 ›› Issue (1): 149-152.DOI: -

• 论著 • Previous Articles    

Evaluation of E-commerce Online Reputation Influenced by Seller Behaviors

YU Zhao-ji1, JIN Zhong2, ZHAO Shuai2   

  1. 1. School of Business Administration, Northeastern University, Shenyang 110819, China; 2. School of Management, Shenyang University of Technology, Shenyang 110870, China.
  • Received:2012-05-08 Revised:2012-05-08 Online:2013-01-15 Published:2013-01-26
  • Contact: YU Zhao-ji
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Abstract: Aiming at the reputation crisis existing in such a special trading environment as electronic commerce (E-commerce) and taking seller behaviors as a unique perspective, E-commerce online reputation was systematically explored. A 14-index synthetic evaluation index system including fraud, service, product and transaction was developed, and the weight of each index was determined by using the AHP(analytic hierarchy process) method. Besides, the online reputation influenced by seller behaviors was given a synthetic assessment by means of fuzzy comprehensive evaluation. The purpose is to improve sellers’ reputation so that buyers can rest assured while shopping online, provide a sound foundation for constructing reputation evaluation models and guarantee the safe and fast development of E-commerce.

Key words: seller behavior, E-commerce, online reputation, index system, synthetic evaluation

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