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在面临信息不对称、道德风险等问题的情况下,X网络购物网要想实现其顺利运转,最核心的一个因素是声誉机制的建立,笔者将从理性选择视角和合法性机制视角来解读此机制,而合法性视角将从制度合法性、社会地位合法性和文化合法性三个方面展开。笔者认为X网络购物网建立声誉是出于利益的驱使,出于理性的选择,而X网络购物网对声誉的维护和延续,则主要是出于合法性机制,合法性机制产生强大的社会期待,对其行为产生约束。
In the face of information asymmetry, moral hazard and other issues, X network shopping network in order to achieve its smooth functioning, one of the core factors is the establishment of reputation mechanism, the author will from the perspective of rational choice and legitimacy mechanism to interpret this perspective Mechanism, and the legitimacy perspective will be from three aspects of the legitimacy of the system, the legitimacy of social status and cultural legitimacy. The author believes that X network shopping network to establish reputation is driven by profit, out of the rational choice, and X network shopping network to maintain and extend the reputation, it is mainly from the legitimacy mechanisms, legitimacy mechanisms have a strong social expectations , Their behavior constraints.