基于制度的GH服务聚合平台信任体系研究

发布时间：2018-03-23 18:54

本文选题：O2O电子商务　切入点：消费者信任　出处：《广西大学》2015年硕士论文

【摘要】：近年,在中国的互联网高速发展的推动下,在政府政策的大力支持下,中国电子商务保持着较快的发展速度。尤其是在网络购物市场方面,网络购物市场的交易总额在社会消费品零售总额中的比重不断提升,网络购物市场彰显出巨大的市场潜力。近两年,本地生活服务类O2O电子商务模式逐渐兴起并得到商家和消费者的认可和推崇,本地生活服务类O2O电子商务市场将成为一块待开发的肥沃土地。但是,中国电子商务在高速发展的被后,普遍存在电商售假、虚假促销、虚假承诺、网络欺诈等一系列失信问题,制约着中国电子商务的健康发展。在本地生活服务类O2O电子商务市场中,由于服务商品的无形性,使得交易的不确定性因素增加,消费者信任问题更为突出。本文以一个在建的本地生活服务类O2O电子商务交易网站——“GH服务聚合平台”作为研究对象,探讨本地生活服务类O2O电子商务网站的信任体系的建设问题。笔者从三个视角来对本地生活服务类O2O电子商务网站的信任体系进行研究和设计。第一,在线交易的风险视角。风险与消费者信任有着密切的联系,消费者在线购物时感知风险会影响其信任程度。当消费者与某个商家交易时的感知风险高于自身的心理预期,消费者与该商家的信任关系将难以建立,进而阻碍了在线交易的进行。第二,国际视角。信任伴随着风险承担行为,消费者对风险的态度的差异使得消费者的信任因人而异。东道国宏观环境因素对消费者的感知风险具有影响,例如法律环境、社会文化和价值观都会造成消费者对风险态度的差异。第三,信任形成机制的视角。消费者信任是可塑的,国内外学者从各个角度对信任生成的机理进行了大量的研究,基于制度的信任是被认为是最具普适性和公平性的信任。基于制度的信任能够兼顾消费者的风险态度和信任倾向的差异,基于制度的信任成为促进电子商务网络环境下消费者信任形成的关键。基于制度的信任从制度和结构上来保证电子商务活动的顺利进行,通过制度化的方式来使消费者与在线商家建立信任关系。从以上三个视角的分析,笔者提出了GH网风险控制和信任体系建设的建议,认为GH网的信任体系的建设应该从降低消费者感知风险和促进消费者信任两条路径来进行,从而提出了基于制度的GH网的信任模型。GH网的信任体系是一种客户管理体系,旨在对在线商家的经营行为进行规范和管理,同时,信任体系能够促进消费者对在线商家的信任,最终形成购买意向。GH网站的制度是建设GH网的信任体系的重点,笔者结合风险控制和信任体系建设的建议,根据GH网基于制度的信任模型,从保障、激励和约束等三方面功能出发,设计了GH网的信任体系的框架。
[Abstract]:In recent years, driven by the rapid development of the Internet in China and supported by government policies, e-commerce in China has maintained a relatively rapid development rate, especially in the online shopping market. The total amount of transactions in the online shopping market has been increasing in the total retail sales of consumer goods, and the online shopping market has shown great market potential. The O2O e-business model of local life services is emerging gradually and has been recognized and respected by merchants and consumers. The O2O e-commerce market of local life services will become a fertile land to be developed. With the rapid development of e-commerce in China, there are a series of problems of discredit, such as e-commerce sales fraud, false sales promotion, false promises, network fraud, etc. It restricts the healthy development of electronic commerce in China. Because of the invisibility of service goods, the uncertainty of transaction increases in the local O2O e-commerce market. The problem of consumer trust is more prominent. This paper takes "GH Service aggregation platform", an O2O e-commerce transaction website, which is under construction, as the research object. This paper probes into the construction of trust system of O2O E-commerce websites of local life service. The author studies and designs the trust system of O2O e-commerce websites of local life services from three perspectives. First, Risk perspective of online trading. Risk is closely related to consumer trust. Perceived risk will affect the degree of trust when consumers buy online. When consumers trade with a business, the perceived risk is higher than their psychological expectations. The trust relationship between the consumer and the merchant will be difficult to establish, which will hinder the online transaction. Second, the international perspective. Trust is accompanied by risk-taking behavior. Differences in consumer attitudes towards risk make consumer trust vary from person to person. Macroeconomic factors in the host country have an impact on perceived risk for consumers, such as the legal environment, Social culture and values will cause differences in consumer attitudes to risk. Third, the perspective of trust formation mechanism. Consumer trust is plastic, scholars at home and abroad have done a lot of research on the mechanism of trust generation from various angles. Institution-based trust is considered to be the most universally applicable and equitable trust. Institution-based trust can take into account the differences in consumers' risk attitudes and trust tendencies. Institution-based trust becomes the key to promote the formation of consumer trust in the e-commerce network environment. Institution-based trust ensures the smooth progress of e-commerce activities from the institutional and structural aspects. Through institutionalizing the relationship between consumers and online merchants, the author puts forward some suggestions on risk control and trust system construction from the above three perspectives. The author thinks that the trust system of GH net should be built from two ways: reducing the risk of consumer perception and promoting consumer trust. The trust system of GH net based on institution is a kind of customer management system, and the trust system of GH net is a kind of customer management system. At the same time, the trust system can promote consumers' trust in online merchants, and finally form the purchase intention. GH website system is the focus of building GH trust system. Based on the suggestion of risk control and trust system construction, according to the trust model of GH net, this paper designs the framework of GH net trust system from three aspects: guarantee, incentive and constraint.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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