日益壮大的网络购物市场在给消费者提供了一种新的消费模式的同时也带来了更大的交易风险和不确定性。为了规避交易风险,电子商务平台建立了一种信誉反馈机制,为消费者作出购买决策提供参考。回顾了国内外有关在线环境下商家信誉对消费者溢价支付意愿的研究,以期为未来的研究提供帮助和借鉴。 Growing online shopping market provides consumers with a new mode of consumption but also brings greater transaction risk and uncertainty. In order to avoid the transaction risk, e-commerce platform has established a credit feedback mechanism, which provides reference for consumers to make purchase decision. Reviews the domestic and foreign research on the business reputation of consumers willingness to pay premiums in online environment, with a view to providing help and reference for future research.