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How to Avoid Credit Risk of Network Shopping with the Establishment of Reputation Mechanism of E-Commerce Enterprises

机译：建立电子商务企业声誉机制如何规避网络购物信用风险

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摘要

As a new fashioned shopping mode, network shopping has been presenting a growth trend both in its user scale and transaction scale in recent years.Meanwhile, the complaints of network shopping are increasing by years which reveal many credit risks, such as fictitious trading, quality problem, price fraud, internet fraud and so on, that influenced greatly on the reputation formation of e-commerce enterprises.The reputation of e-commerce enterprise is regarded as the intangible assets of sustainable development which forms the competitive advantages of the enterprise.Based on the reputation thoery, this paper analyzes the condition of credit imperfection of online shopping by combining with the theory of the e-commerce chain in order to establish the optimized system of the reputation mechanism and promote healthy development of the e-commerce enterprises.Through the actual case study on e-commerce enterprises such as Alibaba, Jingdong, this study estabilshes the credit evaluation system of network shopping so as to improve the security of network shopping and increase the users' trust to e-commerce enterprises.
机译：网络购物作为一种新型的购物方式，近年来在用户规模和交易规模两方面都呈现出增长的趋势，同时，网络购物的投诉也在逐年增加，暴露出许多虚假的交易，质量等信用风险。问题，价格欺诈，互联网欺诈等因素对电子商务企业的声誉形成有很大影响。电子商务企业的声誉被视为可持续发展的无形资产，形成了企业的竞争优势。在声誉理论上，结合电子商务链理论，分析了网络购物信用不完善的状况，建立了声誉机制的优化体系，促进了电子商务企业的健康发展。以阿里巴巴，京东等电子商务企业为例，建立了信用评价体系增强网络购物的安全性，提高用户对电子商务企业的信任度。

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