Consumers perceived reputation are divided into two dimensions of the quality reputation and the responsibility reputation by us.We have constructed the relational model about the online transaction seller reputation(website and shops)and customer trust,participation willingness.The empirical results show that,high reputation shops will enhance the website reputation,the low reputation shops will lead to low website reputation;reputation website will also make the customer evaluation on shops' reputation is good,while the low reputation of the website evaluation has no obvious effect on shops'...
