C2C网上交易中第三方标志传递信息的有效性研究

发布时间：2018-03-09 16:45

本文选题：第三方标志　切入点：成交概率　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：互联网技术的快速发展,改变了消费者的购物习惯,C2C网上交易是我国重要的网购市场。然而随着网络购物的发展,网上交易中信息不对称弊端日益严重,产品质量问题和售后服务问题成了主要的制约因素。为了减少信息不对称,维持网购市场的交易秩序,以淘宝网为主的C2C网上交易平台相继推出在线信誉评价系统和第三方标志。通过整理第三方标志的相关文献发现,部分研究得出第三方标志能有效地传递信息,另一部分学者则得出第三方标志是无效的。鉴于此,本文在全面梳理前人的有关研究和充分理解第三方标志实际运行现状的基础上,将淘宝平台推出的第三方标志分为保障型标志、支付型标志、促销型标志、公益型标志,探讨它们在C2C网上交易中传递信息的有效性。本文首先采用信号传递理论分析第三方标志的作用,区分其有效的情形和存在的漏洞。然后,基于随机系数线性效用函数构建第三方标志对买家决策影响的模型,从而选定probit回归模型进行实证分析。然后本文借助八爪鱼采集器6.1版,抓取淘宝上小米5手机的真实交易数据,并用计量经济学分析预测软件eviews6.0对327个有效样本做第三方标志对产品成交概率影响的probit回归分析、以及第三方标志与声誉的交互作用分析。得出的主要结论为,货到付款对产品成交概率有直接地显著正向影响,在卖家信誉发挥作用下,金牌卖家和蚂蚁花呗对产品成交概率有间接地显著正向影响;消费者保障服务、公益宝贝、折扣促销、集分宝对产品成交概率有显著负向影响;发货时间承诺、快捷支付、7天退换、信用卡支付、余额宝支付对产品成交概率没有显著影响。因此,本文认为货到付款能有效地传递信息;在卖家信誉积分发挥作用的情形下,金牌卖家和蚂蚁花呗也能有效地传递信息。基于回归结论,本文也提出一定的建议,C2C平台应该提高货到付款、金牌卖家、蚂蚁花呗的卖家服务质量,加大对它们的宣传力度,修改消费者保障服务和集分宝的服务规则,提高卖家开通余额宝和快捷支付的门槛,可以取消促销型标志和公益型标志;参与C2C网上交易的卖家应该优先采用货到付款。信誉积分比较高的卖家尽量加入蚂蚁花呗和金牌卖家,信誉积分比较低的卖家应该采取措施积累信誉。本文不建议卖家加入消费者保障服务、发货时间承诺、快捷支付、信用卡支付、余额宝支付、集分宝支付、公益宝贝、折扣促销。
[Abstract]:With the rapid development of Internet technology, the shopping habits of consumers have been changed. C2C online transaction is an important online shopping market in China. However, with the development of online shopping, the disadvantages of information asymmetry in online transactions are becoming more and more serious. Product quality issues and after-sales service issues have become major constraints. In order to reduce information asymmetry and maintain the order of transactions in the online shopping market, The C2C online trading platform based on Taobao launched online reputation evaluation system and third party logo one after another. Through sorting out the related documents of third party logo, part of the research shows that third party logo can transmit information effectively. In view of this, this paper, on the basis of a comprehensive review of previous studies and a full understanding of the actual operation of third-party signs, The third party logo launched by Taobao platform is divided into security sign, payment sign, promotion sign, public welfare sign, This paper discusses the effectiveness of information transmission in C2C online transactions. Firstly, this paper analyzes the role of third-party signs by signal transfer theory, and distinguishes their effective situations and loopholes. Based on the linear utility function of random coefficient, the model of the influence of third-party logo on buyer's decision is constructed, and then the probit regression model is selected for empirical analysis. Grab the real transaction data of Xiaomi 5 mobile phone on Taobao, and use econometric analysis and prediction software eviews6.0 to do probit regression analysis of the influence of third-party marks on the probability of transaction of 327 valid samples. And the interaction analysis of third-party logo and reputation. The main conclusion is that the arrival payment has a direct and significant positive impact on the transaction probability of the product, and under the influence of the seller's reputation, Gold medal sellers and ant flowers have an indirect and significant positive impact on the transaction probability of the products; consumer security services, public welfare treasures, discount promotions, and collection treasure have a significant negative impact on the transaction probability of the products; delivery time commitments, Quick payment, credit card payment and Yu'e Bao payment have no significant effect on the transaction probability of the product. Therefore, this paper holds that the delivery of goods can effectively transmit the information; if the seller's credit score plays a role, Gold medal sellers and ant flowers can also effectively transmit information. Based on the regression conclusion, this paper also puts forward some suggestions that the C2C platform should improve the quality of seller service for goods on arrival payment, gold medal seller and ant flower, and increase the publicity for them. Modify the service rules of consumer security service and set treasure, raise the threshold that sellers open Yu'e Bao and pay quickly, can cancel the promotion type sign and public welfare type sign; Sellers involved in C2C online transactions should give priority to payment on delivery. Sellers with higher credit scores should try to add ant flowers and gold medal sellers. Sellers with low credit score should take measures to accumulate reputation. This article does not recommend sellers to join consumer security service, delivery time commitment, quick payment, credit card payment, Yu'e Bao payment, Ji sub-treasure payment, public welfare baby, Discount promotion.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

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