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在线声誉机制是网购平台重要的信号机制,是平台可持续成长的基础.从理论基础、研究假设、数据来源、变量选择、模型应用等方面,全面梳理了在线声誉机制作用的实证研究方法,包括Hedonic回归、Logit、Probit、Poisson、Tobit、截取正态回归、样本选择回归、固定效应、广义最小二乘法等模型的应用.最后展望未来相关研究及方法,并构建在线声誉机制作用的实证研究综合框架.
The online reputation mechanism is the important signal mechanism of online shopping platform and the basis of sustainable development of the platform.From the theoretical basis, research hypothesis, data source, variable selection and model application, it comprehensively combs the empirical research methods of the online reputation mechanism, including Hedonic Regression, Logit, Probit, Poisson, Tobit, Intercept Normal Regression, Sample Selection Regression, Fixed Effect, Generalized Least Squares and so on.Finally, the paper studies the future related research and methods and builds an empirical research on the role of online reputation mechanism. frame.