earticle

영어

Online feedback mechanism, also known as reputation systems (Resnick et al. 2000), refers to the IT systems that enable the collection and dissemination of information about past transaction of traders (Dellarocas 2003, Resnick 2000, Pavlou & Dimoka 2006) As the word-of-mouth, they have referred to the online feedback to make their shopping decision, because they have trust in the online feedbacks and their reviewers. But in fact, some researchers have insisted that current online feedback mechanism was vulnerable to express the real value of shopping experience and this has resulted in distorting effect on customers’ purchase decision making (Dellarocas 2005, Resnick & Zeckhauser 2002, Duan & Whinston, 2005, Li & Hitt, 2008). For this remedy, current online feedback literature has mainly focused on the conceptual implication or structural assurance such as the seal of approval, and policy etc.. But, these are not enough to solve the above problem, because mechanism design modification and legal mechanism are usually more expensive to institute and people continue to seek to loophole (Bakos and Dellarocas 2002). In this research, we will propose another solution, the market driven mechanism consisted of review rating scheme, reviewer reputation scheme, and review navigation support by the peer customer community. By introducing the peer rating mechanism we could make feedback mechanism more cheap, sound and sustainable. Also, it could make them purchase decision via the more high qualified feedbacks, more credible reviewer and more effectively search and evaluate mechanism.