电子商务平台信息反馈机制的有效性研究
发布时间：2021-08-28 20:07
近年来,信息技术和互联网科技的进步大大促进了电子商务的发展。消费者只需上网,便可以浏览无穷无尽的产品,并获取海量的购买信息。电子商务平台提供的信息不仅帮助消费者了解产品质量,减少购买的不确定性,还能够促使消费者制定购买决策。继而越来越多的电子商务平台愿意投入更多的精力去发展和完善信息反馈机制。信息反馈机制是指消费者和卖家可以通过互联网进行双向沟通、分享观点和经历的口碑网络。尽管如此,关于信息反馈机制有效性的研究,特别是从卖家策略选择、消费者感知变化以及电子商务平台设计的角度,还没有被充分理解。这就促使我们进一步探索多种信息反馈机制的经济作用,为实践者提供更有价值的管理建议。在第一个子研究中,我们从卖家策略选择的视角,基于eBay信息反馈机制的政策改变（即允许卖家选择性地使用消费者评论系统）,运用自然实验的研究方法,构建计量经济模型,研究不同的信息质量维度对信息反馈机制和产品销量关系的影响。研究结果表明:客户对消费者评论信息的可得性非常敏感,较早地获得消费者评论信息的产品更可能增加其自身的产品销量,而较晚才获得消费者评论信息的产品则更可能能使其自身产品销量的减少。而且,初始的正面或负面评...
【文章来源】：西安电子科技大学陕西省 211工程院校 教育部直属院校
【文章页数】：159 页
【学位级别】：博士
【文章目录】：
ABSTRACT(Chinese)
ABSTRACT(English)
List of Symbols
List of Abbreviations
Chapter One Introduction
1.1 Research Background
1.2 Research Problem and Objectives
1.2.1 Should online sellers embrace all kind of feedback mechanisms?
1.2.2 Are consumers more responsive to which feedback mechanism?
1.2.3 How do platforms design a“win-win”feedback mechanism?
1.3 Research Methods and Structure
1.4 Potential Contributions
Chapter Two Literature Review
2.1 Feedback Mechanisms
2.2 Seller Reputation
2.3 Consumer Reviews
2.4 Product Recommendations
2.5 New Opportunities and Challenges of Feedback Mechanisms
Chapter Three The Swaying Effect of Information Quality on the Effectiveness ofFeedback Mechanisms: Evidence from a Natural Experiment
3.1 Research Context
3.2 Empirical Setting
3.3 Theory Development
3.3.1 Nature of Feedback Mechanism Effectiveness
3.3.2 Cognitive Underpinnings of Feedback Mechanism Effectiveness
3.3.3 Swaying Effect of Information Availability
3.3.4 Swaying Effect of Information Timeliness
3.3.5 Swaying Effect of Information Consistency
3.4 Methodology
3.4.1 Research Design: A Longitudinal Natural Experiment
3.4.2 Endogeneity Concerns
3.4.3 Data and Measurements
3.4.4 Matching Procedure and Results
3.4.5 Econometric Specification
3.4.6 Empirical Results
3.5 Robustness Checks
3.5.1 Individual DID Test
3.5.2 Coarsened Exact Matching
3.5.3“Placebo”Estimation
3.5.4 Different Time Windows
3.5.5 Instrumental Variables
3.6 Chapter Summary
Chapter Four The Role of Perceived Effectiveness of Feedback Mechanisms: Moderating Effects on Consumer Satisfaction,Trust, and Repurchase Intention Relationship
4.1 Research Context
4.2 Theory Development
4.2.1 Perceived Effectiveness of Feedback Mechanisms
4.2.2 Trust Transfer Theory
4.2.3 Informational Influence
4.2.4 Product Type
4.2.5 The Moderating Role of PEFM between Satisfaction and Trust
4.2.6 The Moderating Role of PEFM between Trust and Repurchase
4.3 Methodology
4.3.1 Measurement Development
4.3.2 Questionnaire Development
4.3.3 Data Collection
4.4 Data Analysis and Results
4.4.1 Data Analysis Technique
4.4.2 Measurement Model
4.4.3 Structural Model
4.5 Robustness Checks
4.6 Chapter Summary
Chapter Five Design of Feedback Mechanisms: Are Subdivided or AggregatedConsumer Review Systems Better for Sellers?
5.1 Research Context
5.2 Related Literature
5.2.1 Consumer Review System and Information Strategy
5.2.2 Customer Perceptual Process and Rating Behavior
5.3 Model Setup
5.3.1 Online Sellers and Consumers
5.3.2 Information Strategy
5.3.3 Consumer Perceptual Process
5.3.4 Consumer Utility and Demand
5.3.5 Consumer Rating Behavior
5.4 Model Analysis
5.4.1 Effect of Subdivided Consumer Review Systems
5.4.2 Effect of Aggregated Consumer Review Systems
5.4.3 Competing Effect between Both Consumer Review Systems
5.5 Chapter Summary
Chapter Six Conclusions
6.1 Theoretical Contributions
6.2 Managerial Implications
6.3 Limitations and Future Research
Acknowledgement
References
AppendixA Analyses for the Dependent Variable of log(Watching)
AppendixB Analyses for Coarsened Exact Matching and Instrumental Variables
AppendixC Survey Questionnaire Items
AppendixD Proof of Propositions
Biographical Sketch
本文编号：3369162
【文章来源】：西安电子科技大学陕西省 211工程院校 教育部直属院校
【文章页数】：159 页
【学位级别】：博士
【文章目录】：
ABSTRACT(Chinese)
ABSTRACT(English)
List of Symbols
List of Abbreviations
Chapter One Introduction
1.1 Research Background
1.2 Research Problem and Objectives
1.2.1 Should online sellers embrace all kind of feedback mechanisms?
1.2.2 Are consumers more responsive to which feedback mechanism?
1.2.3 How do platforms design a“win-win”feedback mechanism?
1.3 Research Methods and Structure
1.4 Potential Contributions
Chapter Two Literature Review
2.1 Feedback Mechanisms
2.2 Seller Reputation
2.3 Consumer Reviews
2.4 Product Recommendations
2.5 New Opportunities and Challenges of Feedback Mechanisms
Chapter Three The Swaying Effect of Information Quality on the Effectiveness ofFeedback Mechanisms: Evidence from a Natural Experiment
3.1 Research Context
3.2 Empirical Setting
3.3 Theory Development
3.3.1 Nature of Feedback Mechanism Effectiveness
3.3.2 Cognitive Underpinnings of Feedback Mechanism Effectiveness
3.3.3 Swaying Effect of Information Availability
3.3.4 Swaying Effect of Information Timeliness
3.3.5 Swaying Effect of Information Consistency
3.4 Methodology
3.4.1 Research Design: A Longitudinal Natural Experiment
3.4.2 Endogeneity Concerns
3.4.3 Data and Measurements
3.4.4 Matching Procedure and Results
3.4.5 Econometric Specification
3.4.6 Empirical Results
3.5 Robustness Checks
3.5.1 Individual DID Test
3.5.2 Coarsened Exact Matching
3.5.3“Placebo”Estimation
3.5.4 Different Time Windows
3.5.5 Instrumental Variables
3.6 Chapter Summary
Chapter Four The Role of Perceived Effectiveness of Feedback Mechanisms: Moderating Effects on Consumer Satisfaction,Trust, and Repurchase Intention Relationship
4.1 Research Context
4.2 Theory Development
4.2.1 Perceived Effectiveness of Feedback Mechanisms
4.2.2 Trust Transfer Theory
4.2.3 Informational Influence
4.2.4 Product Type
4.2.5 The Moderating Role of PEFM between Satisfaction and Trust
4.2.6 The Moderating Role of PEFM between Trust and Repurchase
4.3 Methodology
4.3.1 Measurement Development
4.3.2 Questionnaire Development
4.3.3 Data Collection
4.4 Data Analysis and Results
4.4.1 Data Analysis Technique
4.4.2 Measurement Model
4.4.3 Structural Model
4.5 Robustness Checks
4.6 Chapter Summary
Chapter Five Design of Feedback Mechanisms: Are Subdivided or AggregatedConsumer Review Systems Better for Sellers?
5.1 Research Context
5.2 Related Literature
5.2.1 Consumer Review System and Information Strategy
5.2.2 Customer Perceptual Process and Rating Behavior
5.3 Model Setup
5.3.1 Online Sellers and Consumers
5.3.2 Information Strategy
5.3.3 Consumer Perceptual Process
5.3.4 Consumer Utility and Demand
5.3.5 Consumer Rating Behavior
5.4 Model Analysis
5.4.1 Effect of Subdivided Consumer Review Systems
5.4.2 Effect of Aggregated Consumer Review Systems
5.4.3 Competing Effect between Both Consumer Review Systems
5.5 Chapter Summary
Chapter Six Conclusions
6.1 Theoretical Contributions
6.2 Managerial Implications
6.3 Limitations and Future Research
Acknowledgement
References
AppendixA Analyses for the Dependent Variable of log(Watching)
AppendixB Analyses for Coarsened Exact Matching and Instrumental Variables
AppendixC Survey Questionnaire Items
AppendixD Proof of Propositions
Biographical Sketch
本文编号：3369162
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