Constraint Mechanism of Reputation Formation Based on Signaling Model in Social Commerce

DOI

10.2991/jimet-15.2015.32How to use a DOI?

Keywords

social commerce; weak ties; Signaling Model; reputation.

Abstract

A typical feature of weak relationship between the users and sellers emerges in social commerce. The seller’s reputation is a key element to ensure smooth online transactions in this weak ties environment. This paper constructs a model which integrated Bayes rule and signaling model to analyses the key factors constraining reputation formation. First, to get the reputation constraint factors under separating equilibrium conditions by setting up a model based on the seller’s reputation signal between sellers and users’ dynamic game process; then, to establish computing model of the seller’s reputation in social commerce according to Bayes’ theorem; last, analyzing the meaning of constraints to reputation calculation. This research will provide theoretical guidance to reasonable setting of two key elements affecting the seller’s reputation.

Copyright

© 2015, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Shou Zhaoyu
AU  - Hu Xiaoli
AU  - Zhang Huibing
PY  - 2015/12
DA  - 2015/12
TI  - Constraint Mechanism of Reputation Formation Based on Signaling Model in Social Commerce
BT  - Proceedings of the 2015 Joint International Mechanical, Electronic and Information Technology Conference
PB  - Atlantis Press
SP  - 176
EP  - 180
SN  - 2352-538X
UR  - https://doi.org/10.2991/jimet-15.2015.32
DO  - 10.2991/jimet-15.2015.32
ID  - Zhaoyu2015/12
ER  -