网购平台商品的质量信号传递研究

发布时间：2018-03-24 19:21

本文选题：网购平台商品　切入点：质量信息　出处：《山东大学》2016年硕士论文

【摘要】：随着社会经济的发展和科技的进步,电子商务、网络购物已经不再是一种选择,而成为一种必然。然而,由于空间上的限制以及法律法规滞后等原因,网购平台存在网站信息虚假、假冒伪劣产品盛行、商品没有标识等良莠不齐、难以分辨的质量信息问题,这已经成为我国网民实现网上交易的重大障碍。网购平台商家该如何制定质量营销策略和有效的质量信号显示设计来赢得消费者信任,政府监管机构又该如何引导消费者去获取可靠的质量信号,这成为整个网购市场良好、有序发展下去的关键点。首先,本文通过相关文献综述,结合网络购物市场发展的现状及与部分专家和网购消费者的访谈,构建了网购平台商品质量信号传递模型,找出了其可能的影响因素,并做出理论上的解释。其次,本文以天猫平台为例,通过对调查数据进行因子分析以及逻辑回归模型分析,发现“正品承诺、假一赔三等”、“商品的实物图片”、“卖家类别”“网络购物信用体系建设的推动措施”、“相关法律法规的制定和完善”、“工商部门对商品质量的检查(抽查)机制”、“针对卖方违规行为的惩罚措施的力度”、“是否有鼠标在商品图片上滑过时显示放大的细节图等功能”、“有关卖家和商品的负面评价信息”、“商品有他人推荐”、“物流公司的可信赖程度”、“商品的月销量信息”、“退款纠纷率”、“第三方认证机构出具质量检测报告以及认证证书”对传递商品质量信号的影响较显著,各个主体应根据消费者多个个体特征对接收质量信号的共同影响程度,从而合理显示这些质量信号；“行业联盟和区域商盟标志”、“卖方资质认证的推行与实施金牌卖家、店铺年长”、“店铺动态评分”、“有关卖家和商品的正面评价信息”、“宝贝商品的网站收藏人数”等对传递商品质量信号的影响较不显著,各个主体应根据消费者多个个体特征对接收质量信号的共同影响程度,从而尽可能不设计传递这些质量信号,或者规范这些质量信号来提高顾客接收这些质量信号的程度。最后,本文结合研究结论,对卖家、天猫购物平台、第三方服务机构、政府监管机构和消费者提出了相应的建议以提升消费者识别商品质量。对于卖家来说,要尽可能全面、准确地披露相关质量信息。对于天猫购物平台来说,要建立完善的卖方准入机制和投诉处罚机制；完善卖方及商品信息介绍机制和评价机制。对政府监管机构来说,要通过一系列的监管制度和监管措施来加强对买卖双方、网络购物平台等利益相关方的监管。对第三方服务机构来说,必须诚实经营,严格执行服务标准,为自身赢下良好口碑,杜绝“走过场”现象。对消费者来说,明确自己的购买需求,从而根据网购各个相关主体提供的质量信息进行全方位考虑,以达到满足自己购买需求的目的。
[Abstract]:With the development of social economy and the progress of science and technology, E-commerce, online shopping is no longer a choice, but a necessity. However, due to space constraints and the lag of laws and regulations and other reasons, Online shopping platform has false website information, fake and shoddy products, goods without logos and other good and bad, difficult to distinguish the quality of information problems, This has become a major obstacle for Chinese Internet users to achieve online transactions. How should online shopping platform merchants formulate quality marketing strategies and design effective quality signal display to win the trust of consumers? How should government regulators guide consumers to obtain reliable quality signals, which has become the key point for the good and orderly development of the entire online shopping market. First, this article through the relevant literature review, Combined with the current situation of online shopping market and interviews with some experts and consumers, this paper constructs a model of commodity quality signal transmission on online shopping platform, finds out the possible influencing factors, and makes a theoretical explanation. Taking Tmall platform as an example, through factor analysis and logical regression model analysis of survey data, this paper finds that "genuine commitment". "fake one versus three", "physical picture of goods", "seller category", "measures to promote the construction of online shopping credit system", "formulation and improvement of relevant laws and regulations", "Inspection (spot check) mechanism of commodity quality by industry and commerce department", "targeted at sale" "the degree of punishment for violations", "whether there are functions such as whether the mouse displays enlarged details when passing over a commodity picture", "negative evaluation information about sellers and commodities", "goods recommended by others", "trusted logistics company". "... Lai degree, monthly sales information of goods, refund dispute rate, quality inspection report issued by third party certification organization and certification certificate have a significant effect on the transmission of goods quality signal. Each subject should reasonably display the quality signals according to the degree of common influence of multiple individual characteristics of consumers on receiving quality signals; "Industry Alliance and Regional Business Association logo", "the implementation and implementation of the seller qualification certification of gold sellers," Store aging, store dynamic rating, positive evaluation information about sellers and commodities, website collection of precious goods, etc., had less effect on transmitting quality signals. Each subject should have a common degree of influence on the received quality signal based on multiple individual characteristics of the consumer, so as not to design the transmission of these quality signals as much as possible, Or standardize these quality signals to improve the degree to which customers receive these quality signals. Finally, based on the conclusions of the research, this paper makes a study of sellers, Tmall shopping platforms, and third-party service organizations. Government regulators and consumers have put forward recommendations to improve the quality of goods identified by consumers. For sellers, disclosure of relevant quality information should be as comprehensive and accurate as possible. For Tmall shopping platform, It is necessary to establish a sound mechanism for seller access and complaints and penalties, perfect the mechanism for the introduction of seller and commodity information and an evaluation mechanism. For government regulatory agencies, a series of regulatory systems and regulatory measures should be adopted to strengthen the relationship between the seller and the buyer. For third-party service organizations, they must be honest, strictly implement service standards, win a good reputation for themselves, and put an end to the phenomenon of "formality". In order to satisfy the purchase demand, it is clear that the purchase demand should be determined and considered according to the quality information provided by each relevant subject of online shopping.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F203

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