Abstract Based on the‘lemon’ principle put forward by American economist George Akerlof who is one of Nobel Economics Prize laureates in 2001, this paper set up a mathematical model about reputation in e-ecommerce market. The authors analyze the mechanism of the reputation in e-ecommerce market in order to offer a politic thought for the online enterprise. At last this paper makes a case study.
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Received: 14 November 2007
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