RESEARCH ON INDIVIDUAL REPUTATION MANAGEMENT BASED ON THIRD-PARTY ONLINE PAYMENT MODE

According to the shortcomings of the existing incentive mechanism of individual reputation management and sellers' mutual collusion to brush their reputation under C2C c-commerce mode, it comprehensively considers factors that impact individual reputation based on third-party online payment mode, and establishes the reliable feedback factors and their own functions, to deal with dishonest feedback and lack of incentives, and renews the existing third-party online payment mode, technically connects individual reputation management center, logistics center with third-party platform by the Internet authentication, and puts forward the individual reputation management method based on reputation guarantee with collaboration of control information flow, capital flow and logistics, and realizes the effective individual reputation management through underlying database, provides a theoretical basis and technical guidance for creating a healthy, honest atmosphere of e-commerce service.