电商平台惩罚不良卖家对买家机会主义的影响研究

发布时间：2018-05-14 02:37

本文选题：惩罚力度 + 感知公平　；参考：《武汉大学》2017年硕士论文

【摘要】：随着电子商务平台市场的一日千里,电子平台交易因其便利性,已成为一种重要的购物渠道和商业形式。从最初的双十一、双十二,到近年来的女神节、6.18等网购狂欢节,每年商务平台的成交量和成交额不断创新高,但在商务平台繁荣发展的背后也存在严重的问题。在近几年的3.15消费者权益日晚会中曝光的大多数问题都与电商平台交易有关,如2016年3.15晚会打响的第一枪就是"饿了么",实体店的环境和线上图片严重不符。2017年3.15晚会的主题是"网络诚信,消费无忧",则进一步说明网络交易平台中诚信缺失的问题,互联网已成为消费者投诉的重灾区。在电子商务交易过程中,因为卖家对自身产品的质量、价格、色泽等方面了解的更多,与买家比较,具备一定的信息优势,因而,平台对卖家机会主义行为的管理一直是业界和学界关注的重点。但由于网络的匿名性、信息不对称的全局性和网络交易场所的虚拟性使得买家拥有了关于自身交易动机、收货时间、所收商品的真实质量情况等信息优势,也存在买家恶意评价、敲砸勒索等机会主义行为,所以线上买家的不当行为同样存在。平台的功能就是作为交易中介,尽可能促成买家、卖家之间的交易活动,所以平台需要维护交易秩序,管理买卖双方的不良行为。论文以电子商务平台上的交易三方(平台、买家、卖家)为背景,以公平感知理论和信任传递机制为基础探究买家观察到平台惩罚卖家时的反应。采用问卷调查的方法,抽取了武汉部分高校的本科生、研究生和MBA的学生作为研究对象,调查他们在电子商务平台购物时的行为。本文使用统计软件spss20.0对数据进行操作分析,所用到的统计方法有描述性统计、信度效度检验、相关分析、及回归分析等,数据分析的结果说明,平台对卖家的惩罚力度和买家的感知惩罚公平可以共同提升买家对平台的信任;买家对平台的信任会减少其机会主义。
[Abstract]:With the rapid development of e-commerce platform market, electronic platform transaction has become an important shopping channel and commercial form because of its convenience. From the initial double 11, double 12, to the recent online shopping carnival, such as the goddess festival of 6.18, the volume and volume of business platform transactions have set new records every year, but there are also serious problems behind the prosperity and development of the business platform. In recent years, most of the problems exposed at the March 15 Consumer Rights and interests meeting were related to e-commerce platform transactions. For example, the first shot at the 2016 March 15 party was "hungry?" the environment of the physical store and the online pictures were seriously different. The theme of the March 15, 2017 evening was "online integrity, free consumption," which further illustrated the lack of integrity in the online trading platform. The Internet has become a major disaster area for consumer complaints. In the course of e-commerce transactions, because sellers know more about the quality, price, color and other aspects of their own products, compared with buyers, they have certain information advantages, so, The platform of seller opportunism behavior management has been the focus of industry and academic attention. However, due to the anonymity of the network, the global nature of information asymmetry and the virtual nature of the network trading place, buyers have information advantages about their own transaction motives, the time of receipt, the true quality of the goods received, and so on. There are also opportunistic behaviors such as malicious evaluation and extortion, so online buyers' misconduct also exists. The function of the platform is to act as a transaction intermediary to promote the trading activities between buyers and sellers as much as possible. Therefore, the platform needs to maintain the order of transactions and manage the bad behavior of both parties. Based on the theory of fair perception and trust transfer mechanism, this paper explores the reaction of the buyer to punish the seller on the basis of the transaction tripartite (platform, buyer, seller) on the e-commerce platform. By using the method of questionnaire, the undergraduates, graduate students and MBA students of some universities in Wuhan were selected as the research objects to investigate their behavior when shopping on the e-commerce platform. In this paper, the statistical software spss20.0 is used to analyze the data. The statistical methods are descriptive statistics, reliability validity test, correlation analysis, regression analysis and so on. The punishment intensity of the platform to the seller and the perceived punishment fairness of the buyer can jointly enhance the buyer's trust in the platform, and the buyer's trust in the platform will reduce its opportunism.
【学位授予单位】：武汉大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6

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