Constraint Mechanism of Reputation Formation Based on Signaling Model in Social Commerce
- 10.2991/jimet-15.2015.32How to use a DOI?
- social commerce; weak ties; Signaling Model; reputation.
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.
- © 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/).
Cite this article
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 -