Reputation And Online Stores’ Performance

Since the end of twentieth Century, the comprehensive development of science and technology has impacted on all aspects of people’s life. Especially in the electronic computer and network as the representative of the information technology development is the most, the development of information technology and the rapid spread of the network also makes e-commerce to appear and continue to grow. The new trading pattern on the Internet is widely used by people. E-commerce has become an important part of the new economic development mode, and it also plays an important role in expanding employment and activating the commercial economy. Therefore, how to improve the performance of the shop and research the factors that affect the performance of the online shop has become a new proposition in the Internet economy.The key and core of the shop performance is the volume of the store, the volume of the shop is the key factor of the shop’s profit. In the existing literature, we found that the domestic and foreign scholars to shop the characteristics of the service, the interface and commodity prices and other factors as variables affecting shop performance. Among the many variables, as the most important part of the C2C web search mechanism, the reputation of the most important scholars pay more and more attention. At the same time, the relationship between the quality of reputation and a certain role, therefore, the reputation, the shop performance and the relationship between the quality of research, to help solve the problem of online transactions in the seller’s face.To sum up, this paper the concept and literature carried out and integrate the relations of each variable, the relationship between reputation and shop performance, examines the relationship between the quality of play in the relationship between reputation and shop performance both regulatory role, relevant theoretical model is established. Then, on the basis of theoretical analysis, this paper will study the environment of the C2C environment, through the collection of the largest C2C e-commerce site Taobao transaction data, with the help of SPSS software, the reputation, online performance and relationship quality of the three models for statistical analysis, and ultimately, the following conclusionsFirst, reputation has a significant positive effect on performance. Reputation is the focus of e-commerce sellers credit and reputation, but also the owner of the shop owner of an intangible assets. The reputation of the shop is high, which shows that consumers are satisfied with the goods and services obtained from the shop, so the evaluation of the seller is high. In an open and transparent online trading model, the consumer’s evaluation can be clearly understood by other potential consumers. These in online transactions of potential consumers, because unable to perception is effective to the commodity appearance and tactile parenchymal morphology and largely rely on before buyers evaluation and opinion, in order to reduce the risk. If consumers provide goods to the quality of high satisfaction, description of the high, the customer’s willingness to purchase will also be improved, shop to seize the chances of these potential consumers will increase; if the buyers of this product evaluation is poor, then the potential consumers of the purchase will be greatly reduced, the purchase rate will be reduced.Second, the relationship between the reputation of the reputation of the performance of the shop in the mechanism of the effect of regulation. The reputation of relationship quality is more obvious, and the reputation of the relationship is not obvious.