图片信息丰裕度对消费者在线风险决策的影响

发布时间：2018-07-17 04:29

【摘要】：以图片标记信息丰裕度对消费者在线风险决策的影响为研究重点,引入详尽可能性模型(ELM),从购买行为发生之前的顾客关注度和购买之后的顾客满意度两个纬度,探索了消费者在线风险决策的影响因素。结果表明:信誉标记图片信息丰裕度中的评价方式种类和商家信用度、服务标记图片信息丰裕度中的保障服务以及商品促销标记,无论对消费者关注度还是消费者满意度均有显著的正向影响;支付服务图片信息丰裕度对消费者关注度影响不显著,但与消费者满意度有显著的正相关关系。另外,店铺动态评分、物流服务标记以及商品描述标记的图片信息丰裕度与消费者关注度及满意度相关性均不显著。研究结果为C2C交易平台以及网上卖家图片标记和信息展示提供了一定的理论指导。
[Abstract]:Focusing on the effect of picture marking information margin on consumers' online risk decision, the detailed possibility model (ELM) is introduced, from two dimensions of customer concern before purchasing behavior and customer satisfaction after purchase. The influencing factors of consumers' online risk decision are explored. The results show that: the types of evaluation methods and the credit degree of merchants in the margin of image information, the guarantee services in the margin of picture information of service marks, and the promotion marks of goods, Both consumer attention and consumer satisfaction have a significant positive impact, payment service picture information margin has no significant impact on consumer attention, but has a significant positive correlation with consumer satisfaction. In addition, there is no significant correlation between shop dynamic score, logistics service mark and commodity description label, and the correlation between the picture information margin and consumer attention and satisfaction. The results provide some theoretical guidance for C2C trading platform and online seller picture marking and information display.
【作者单位】：中国海洋大学经济学院;山东科技大学经济管理学院;
【基金】：国家自然科学基金项目《不确定需求下的拉动式合约拍卖协商机制研究》(71471105);国家自然科学基金项目《多任务委托代理关系下国企高管行为策略选择及优化研究》(71371111) 国家社科基金重大项目《突发性海洋灾害恢复力评估及市场化提升路径研究》(15ZDB171) 泰山学者工程专项经费资助项目
【分类号】：F724.6

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