电商企业声誉评价体系构建及影响因子分析
E-Commerce Enterprise Reputation Evaluation System Construction and Impact Factor Analysis

中国电子商务已经走过了26年，电商企业开始向多元化、多行业、全方位发展。声誉是影响电商企业发展的重要因素，良好的声誉有助于提升电商企业的社会影响力及拓展销售渠道，进而提升企业的绩效。面对着网络信息的高度发达，确定电商企业声誉的评价指标成为了关键。基于此，本文根据企业声誉理论综述分析选取合适的电商企业声誉评价指标，利用因子分析法对电商企业声誉影响因子进行分析，并根据电商企业声誉的影响因子展现出的关联性强弱调整模型并计算权重。得出影响电商企业声誉的几大影响因子：顾客信任程度、企业主观认知、社会责任承担和公司自身水平，商家评论反馈。针对“短板”进行绩效突破。
China’s e-commerce has gone through 26 years. E-commerce enterprises began to diversified, multi-industry, all-round development. Reputation is an important factor affecting the development of e-commerce enterprises. A good reputation helps to enhance the social influence of e-commerce enterprises and expand sales channels, thus improving the performance of enterprises. In the face of the highly developed network information, determining the evaluation index of the reputation of e-commerce enterprises has become the key. Based on this, this paper selects appropriate reputation evaluation indicators of e-commerce enterprises according to the overview of corporate reputation theory, and uses factor analysis to analyze the impact factors of e-commerce enterprises’ reputation, and adjusts the model and calculates the weight according to the correlation strength shown by the impact factor of the reputation of e-commerce enterprises. Several factors affecting the reputation of e-commerce enterprises are obtained: customer trust, subjective cognition of enterprises, social responsibility, the company’s own level, and merchant comments and feedback. This paper aims at the “short board” mentioned in the article to make a breakthrough in performance.