关键词: 双重声誉, 卖方电子订单, 委托代理, 激励机制

Abstract: The market reputation cannot achieve long-term incentives for the B2B platform In order to suppress the long-term moral hazard of the B2B platform, a two-stage principal-agent model that introduces market reputation and internal reputation is constructed. The inverse induction method is used to solve the incentive effect of the dual reputation under the two-phase cooperation, and the impact of internal reputation on the incentive contract is also compared and analyzed It is found that market reputation can only suppress the short-term moral hazard of B2B platform, while internal reputation can inhibit the short-term and long-term moral hazard of B2B platform, but its short-term incentive effect is worse than that of market reputation; the incentive mechanism under dual reputation can solve the problem that market reputation cannot realize the long-term incentives and can make up for the shortcomings of short-term incentives for internal reputation Therefore, the incentive mechanism based on dual reputation is more reasonable and effective for banks

Key words: dual reputation, seller electronic order, principal-agent, incentive mechanism