B2C平台买家诚信约束机制探析

我国现有的B2C电子商务平台的诚信机制，主要是用于约束卖家行为的，而对于买家行为的约束则较松散，难以从根本上遏制买家恶意评价、利用平台规则漏洞进行欺诈等各种失信行为，严重影响了平台卖家的正常交易。B2c平台买家诚信约束机制可在完善电子商务平台自身评价机制的基础上，引入第三方诚信中介机制和社会网络社区的约束机制。B2C电子商务平台可通过双向评价机制及买家身份等级设定约束买家行为；第三方诚信中介通过第三方支付、第三方质量鉴定及第三方认证等，使弱社会关系之中的信任变得可能，从而实现对买家显性声誉的约束；社会网络社区的重点在于使所有参与者以真实的身份参与平台活动，通过实名分享及购物推荐实现买家隐性声誉约束。

Buyers＇ Trust Constraint on B2C Platform： a Case Study on Tmall

The existing mechanisms for trust on the B2C e-commerce platform like Tmall restrain mainly the sellers＇ behaviors, and prove loose to the buyers＇ dishonest behaviors as the malicious evaluation or cheating on the platform＇s rules. Normal transactions on the platform are resultantly affected. The B2C platform buyers＇ trust constraint can be strengthened by introducing the third party trust intermediary and social network society on the base of the improved evaluation mechanism of the e-commerce platform. Good performance in buying behavior restraint can intermediary, through the public reputation society works well in be achieved by bilateral evaluation and grading of buyers＇ identity. The third party trust third party payment, third party quality evaluation and third party certification, realizes constraints and makes trust in deals possible by strength of the weak. The social network that it makes all participants do business on the communication platform in real name.