C2C交易中不同类型的第三方标志对顾客购买意愿的影响研究
发布时间：2018-09-07 13:24
【摘要】：C2C交易成为我国消费购买的重要方式。艾瑞咨询(i Research)最新发布的《2014年中国电子商务行业年度监测报告》显示2014年淘宝网C2C市场交易额突破1.19万亿,占网络购物交易总额的64.9%[2]。伴随网络购物的蓬勃发展,电子商务与生俱来的缺陷日益突出,信任问题越来越严峻。梳理以往学者的相关研究,发现第三方标志对购买意愿影响研究的结论尚存争议。基于此,本文在充分研究第三方标志运行机制的基础上,将第三方标志分为保障标志、公益标志和支付标志三类,引入顾客信任这一中介变量,构建了C2C交易中第三方标志、顾客信任与购买意愿的研究框架,并开发了里克特七级量表,采用结构方程模型方法探讨了第三方标志对顾客购买意愿的影响机制。为使结论更具说服力与准确性,本研究自主开发了网页爬虫程序,抓取卖家的真实交易数据,并对其进行Tobit回归分析。文尾,结合基于调研数据的SEM分析和基于在线真实交易数据的Tobit分析结果,最终得到以下结论:(1)保障标志和支付标志均正向影响购买意愿,公益标志不能正向影响购买意愿;(2)保障标志和支付标志正向影响顾客信任,公益标志不能正向影响顾客信任;(3)顾客信任显著影响购买意愿;(4)顾客信任在公益标志对购买意愿的影响中无中介作用;顾客信任在保障标志对购买意愿的影响中起部分中介作用;顾客信任在支付标志对购买意愿的影响中起部分中介作用。基于以上研究结论,本研究认为:(1)C2C卖家应尽量加入淘宝网推出的保障标志和支付标志服务,不建议参加公益标志服务;(2)C2C平台服务商应稳步发展保障标志和支付标志,并尝试推出更多的保障和支付标志,加大对公益标志的推广力度,优化公益标志的显示样式,用简练醒目的形式表达出公益标志的意义。
[Abstract]:C-2 C transaction has become an important way of consumption and purchase in China. The latest annual monitoring report on China's e-commerce industry released by (i Research) in 2014 shows that the C2C market turnover of Taobao exceeded 1.19 trillion in 2014, accounting for 64.9 percent of the total online shopping transactions. With the rapid development of online shopping, the inherent defects of electronic commerce are increasingly prominent, and the trust problem is becoming more and more serious. The conclusion of the research on the influence of third party logo on purchase intention is still controversial. Based on this, based on the full study of the third party sign operation mechanism, this paper divides the third party mark into three categories: safeguard mark, public welfare sign and payment mark, introduces the intermediary variable of customer trust, and constructs the third party mark in C2C transaction. Based on the research framework of customer trust and purchase intention, the Richter scale is developed, and the influence mechanism of third-party logo on customer purchase intention is discussed by using structural equation model. In order to make the conclusion more convincing and accurate, a web crawler program was developed to capture the real transaction data of the seller, and the Tobit regression analysis was carried out. Finally, combining the SEM analysis based on the survey data and the Tobit analysis based on the online real transaction data, the following conclusions are obtained: (1) both the safeguard mark and the payment mark have positive influence on the purchase intention. (2) the sign of protection and payment can positively affect the trust of the customer, the public welfare sign can not influence the purchase intention positively; (2) the guarantee mark and the payment mark influence the customer's trust positively. (3) customer trust has significant influence on purchase intention, (4) customer trust has no intermediary role in the influence of commonweal sign on purchase intention; Customer trust plays a part intermediary role in the influence of guarantee sign on purchase intention, while customer trust plays a part intermediary role in the influence of payment mark on purchase intention. Based on the above conclusions, this study holds that: (1) C2C sellers should try their best to join the security and payment sign services launched by Taobao, and not to participate in the public welfare sign service; (2) C2C platform service providers should steadily develop security signs and payment marks. And try to introduce more security and payment signs, increase the promotion of public signs, optimize the display style of public signs, and express the significance of public signs in a concise and eye-catching form.
【学位授予单位】：中国矿业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F724.6
本文编号：2228386
[Abstract]:C-2 C transaction has become an important way of consumption and purchase in China. The latest annual monitoring report on China's e-commerce industry released by (i Research) in 2014 shows that the C2C market turnover of Taobao exceeded 1.19 trillion in 2014, accounting for 64.9 percent of the total online shopping transactions. With the rapid development of online shopping, the inherent defects of electronic commerce are increasingly prominent, and the trust problem is becoming more and more serious. The conclusion of the research on the influence of third party logo on purchase intention is still controversial. Based on this, based on the full study of the third party sign operation mechanism, this paper divides the third party mark into three categories: safeguard mark, public welfare sign and payment mark, introduces the intermediary variable of customer trust, and constructs the third party mark in C2C transaction. Based on the research framework of customer trust and purchase intention, the Richter scale is developed, and the influence mechanism of third-party logo on customer purchase intention is discussed by using structural equation model. In order to make the conclusion more convincing and accurate, a web crawler program was developed to capture the real transaction data of the seller, and the Tobit regression analysis was carried out. Finally, combining the SEM analysis based on the survey data and the Tobit analysis based on the online real transaction data, the following conclusions are obtained: (1) both the safeguard mark and the payment mark have positive influence on the purchase intention. (2) the sign of protection and payment can positively affect the trust of the customer, the public welfare sign can not influence the purchase intention positively; (2) the guarantee mark and the payment mark influence the customer's trust positively. (3) customer trust has significant influence on purchase intention, (4) customer trust has no intermediary role in the influence of commonweal sign on purchase intention; Customer trust plays a part intermediary role in the influence of guarantee sign on purchase intention, while customer trust plays a part intermediary role in the influence of payment mark on purchase intention. Based on the above conclusions, this study holds that: (1) C2C sellers should try their best to join the security and payment sign services launched by Taobao, and not to participate in the public welfare sign service; (2) C2C platform service providers should steadily develop security signs and payment marks. And try to introduce more security and payment signs, increase the promotion of public signs, optimize the display style of public signs, and express the significance of public signs in a concise and eye-catching form.
【学位授予单位】：中国矿业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F724.6
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