Research On The Reputation Of E-commerce Businesses In The Background Of Social Media From The Perspective Of Consumers

Online consumers are confronted with a relatively higher degree of information uncertainty and have to turn to the reputation of E-commerce businesses as an indicator of goods quality.A sound reputation has been playing an increasingly important role in keeping a sustainable growth and increasing competitiveness of businesses as it wins customer trust and promotes consumers'purchase intension and satisfaction of the products and services.Large scale spreading of reputation has become possible by word of mouth with the application of social media to E-commerce,which means how easily negative information can lead to reputation crises.The negative reputation information spreading widely deteriorates into reputation crisis easily,so how to foster sound reputation and avoid reputation crisis need to be paid much attention by E-commerce businesses,and researches on the reputation of E-commerce businesses become a focused hotspot.There are some shortages in the existing study.They include lacking of clarity in evaluation criteria of corporate reputation,and scarcity of research on the influencing factors of corporate reputation in light of interaction and on multifaceted reputation management.In order to fill the gap,research on reputation measure of E-commerce businesses from the perspective of consumers,the influence of consumers'interaction experience on E-commerce businesses reputation and the online reputation management from the perspective of information dissemination are conducted to explore the formation mechanism and influence factors of E-commerce businesses reputation and provide E-commerce businesses with theoretical reference and practical guidance about reputation management in virtue of some theories relating the consumer cognition,online behavior and reputation management.Firstly,the reputation measurement dimensions and indices of E-commerce businesses are extracted at the basis of interview and literature investigation,then the related and hierarchical,indirect and direct reputation measurement model of E-commerce businesses is built.Ten hypotheses are put forward and verified using the 492 sample data collected by questionnaire and analyzed by SEM,which dissects the interrelationship of dimensions,structure and components of E-commerce businesses reputation.Secondly,in order to explore the perception process in which consumer evaluate E-commerce businesses reputation,a model about the influence of company-customer interaction and customer-customer interaction on the E-commerce businesses reputation is constructed based on the S-O-R model and perceived value theory,and 12 hypothesis in the model are verified using questionnaire and SEM,with 2 hypothesis not verified and hypothesis of mediation effect partly verified,which reveals the mediation effect of consumers'value experience between the social media interactive attributes and E-commerce businesses reputation.Thirdly,besides the influence mechanism of corporate behaviors and attributes and consumer experience on the forming process of E-commerce businesses reputation,the travel path of E-commerce businesses reputation is put forward to elucidate the role of media during online reputation management of E-commerce businesses based on the media dependency theory,and online reputation management decision-making model of E-commerce businesses is built from the perspective of information dissemination combining three aspects of firm,consumer and media,then online reputation management strategies orientating information source of corporate reputation are put forward,finally experts scoring and DEMATEL is applied to clarify the overall weights and interrelationship of online reputation management strategies.This study leads to some critical findings:Product,service,information safe and social responsibility are the main dimensions by which consumer evaluate E-commerce businesses reputation,with service being the most important one;Of the two dimensions of reputation:cognitive and affective,the latter carries more weight in explaining and predicting the overall corporate reputation;Consumers' perceived functional value and hedonic value has remarkable positive impact on the cognitive and affective reputation of E-commerce businesses,and consumers' perceived hedonic value carries more weight on the cognitive and affective reputation of E-commerce business than consumers'perceived functional value;The attribute of responsiveness in company-customer interaction and reciprocity in customer-customer interaction has significant positive influence on the functional value and hedonic value perceived by consumers,and of the five interaction attributes,perceived control and responsiveness affect most positively consumers'perceived functional value and hedonic value respectively,while the personalization of company-customer interaction has a significant positive influence on consumers' perceived functional value only and sociability of customer-customer interaction has a significant positive influence on perceived hedonic value only;Consumers' perceived hedonic value plays a mediating role between the five interactive attributes and cognitive and affective reputation of E-commerce businesses.The weight ranks of online reputation management strategies from high to low are that:integrating the social media channel belonging to firm,selecting proper information delivered to the public,improving employee engagement,cooperating with suppliers of social media,monitoring media information on corporate reputation,encouraging customer engagement,ensuring adequate media coverage,building feedback reputation system,monitoring the reputation information published by consumer,cultivating advocate,joining online information agency.From the perspective of information dissemination,firm-orientated reputation management is the beginning of online reputation management,and firm has strong dependence on the media in terms of tool and contents,at the same time top priority should be given to human as the participants of online reputation management which should be integrated with technology.