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C2C交易中买方信任的获取问题研究

Research on Acquiring Buyer’s Trust in C2C Transaction

【作者】 赵伟

【导师】 姜忠辉;

【作者基本信息】 中国海洋大学 , 技术经济及管理, 2010, 硕士

【摘要】 随着互联网的飞速发展和电子商务技术的日益成熟,互联网用户对电子商务的需求快速增加,尤其是个人消费者,其对电子商务的需求正逐步成为热点。其中C2C交易凭借自身独特的优势,受到互联网用户的喜爱,日益显示出巨大的市场潜力。虽然充满商机,但C2C交易的时空分离性,造成买卖双方不能面对面交易以及买方无法直接观察和接触商品,买卖双方的信息不对称程度加大。另外,由于C2C交易中卖方数量众多,卖方的质量也参差不齐,买方在C2C网站进行购物时所面临的不确定性大大增多,这极其容易导致买方对C2C交易持不信任的态度,从而阻碍C2C交易的顺利进行。因而,能否获得买方的信任成为C2C交易中的卖方成败的关键所在,同时也会进一步关系到C2C网络运行商的发展。由上可见,解决C2C交易中买方信任缺乏的问题是十分必要的,它直接关系到C2C网站和C2C网络中卖方的生存和发展。本文通过文献法、数据分析和案例分析的方法,从C2C网站和C2C网络中卖方的角度,研究C2C交易中买方信任的获取问题。本文通过查阅文献总结电子商务中信任建立的模型和影响因素。从环境因素、C2C网站因素、卖方因素和买方因素四个方面对C2C交易中买方信任的获取问题进行研究,并在此基础上,建立买方信任获取的动态模型并提出假设。通过问卷调查的形式收集研究数据,利用SPSS16.0对数据进行了分析,验证本文提出的模型和假设。最后,通过对国内淘宝网和国外的eBay网进行案例分析,进一步探讨C2C交易中买方信任的获取问题。本文通过查阅文献和因子分析,总结出对买方信任获取有影响的10个因素:EA(C2C交易环境)、WA(C2C网站质量)、WB(C2C网站能力保证)、WC(C2C网站安全机制)、SA(卖方能力保证)、SB(商品信息的传递)、SC(交易保证)、PA(信任倾向)、PB(网购交际圈)和PC(重复交易经历)。经过相关性分析和回归分析中得出结论:在初始信任的获取阶段,影响最大的三个因素依次是:商品信息的传递、网络购物交际圈和交易保证,而网站的能力保证和网站的安全机制与买方信任获取的相关性相比较而言弱一些;在重复信任获取阶段,出现“重复交易经历的满意度”这一新的影响因素,对买方信任的巩固影响较大,商品信息的传递和交易机制在重复信任阶段的影响依然相对比较大,而卖方能力保证的影响会减弱。在案例分析中,认为现有的C2C网站在物流质量管理和卖方质量监管方面不足,影响买方信任的获取。最后根据本文的研究对C2C网络运营商和C2C交易中的卖方提出了建议,只有C2C网络运营商和C2C交易中的卖方共同努力才能建设良好的网络交易信任环境,获取买方的信任,促进C2C交易的快速而健康的发展。本文研究的创新点:1、构建C2C交易中买方信任获取模型。通过对买方信任影响因素分析和对买方信任模型的研究,从C2C网络运营商和C2C交易中优质卖方的角度,建立C2C交易中买方信任的获取模型,并通过对调查数据的分析和案例分析对研究模型进行验证。2、设计C2C交易中获取买方信任的策略模式。运用C2C交易中买方信任获取模型,对C2C网络运营商和C2C交易中卖方提出建议。

【Abstract】 With the rapid development of Internet and e-commerce needs of Internet users increasing rapidly, particularly for consumers, demand for e-commerce is becoming a hot spot. With its own unique strength, C2C e-commerce is loved by the people, and it shows more great market potention. While the business opportunities, but space-time separation Causes buyers and sellers can not transact face to face and the goods can not be directly observed in C2C network transactions, resulting in the degree of information asymmetry increasing. In addition, due to large quantity and uneven quality of sellers in C2C web, uncertainty that the buyer in the C2C site have to face increases greatly. And these extremely easily lead to the situation that buyers do not trust online transaction, which impede the smooth progress of C2C transaction. Thus, the ability to acquire the buyer’s trust in C2C transactions is the key to success or failure of the seller. This will also further relate to the development of C2C network operators. As seen above, to solve the lack of trust in C2C transactions, the buyer’s problem is very necessary.It is directly related to the C2C website and the seller’s survival and development.In this paper, by literature method, data analysis and case study analysis methods, From the C2C website and seller’s position, studies question on acquiring buyer’s trust in C2C transaction.Through reviewing literature, this paper summary model of building trust and influencing factors in electronic commerce. In this paper, environmental factors, C2C site factors, the factors the seller and the buyer in terms of four factors in the buyer’s trust in C2C online trading access to study the issue. In the form of a questionnaire survey to collect research data, using SPSS 16.0 the data analyzed. And through analysising domestic Taobao web and foreign eBay web, explore the buyer’s trust in C2C online trading access to the problem.Through literature review and facor analysis, this paper summes up the ten factors affecting the buyer’s trust,including EA(C2C network transaction environment),WA(C2C site quality),WB(C2C website assurance),WC(C2C site security mechanism),SA(the seller ability assurance),SB(product information transfer), SC (transactions assurance),PA(trust propensity),PB(net purchase communication circles) and PC (repeat trading experience). After correlation analysis and regression analysis concluded that:Trust for the initial stage, These three factors most affected followed by:SB(product information transfer),PB(net purchase communication circles),SC(transactions assurance).WB(C2C website assurance),WC(C2C site security mechanism) are comparatively weaker. On repeated trust acquisition phase, "duplicate transaction experience satisfaction",the new factor appears,and its influence to the buyer trust’s consolidated is big.The influence of SB(product information transfer) and SC(transactions assurance) are quite still big.On repeated trust acquisition phase, but the influence of SA(the seller ability assurance) can be weaken. In the case analysis, thought that the existing C2C website is insufficient in the physical distribution quality control and the seller quality supervision aspect, affects acquiring buyer’s trust in C2C transaction. Finally, in order to develop a good network of trading environment of confidence, obtain the buyer’s trust, and promote C2C network transactions fast and healthy development, the C2C network operators and the seller of the C2C transactions have to work together.The innovation spots of this paper:1st, constructs the model of acquiring buyer’s trust in the C2C network transaction. By analyzing influencing factors of buyer’s trust and researching buyer’s trust model, on C2C network operator and C2C transaction high quality seller’s position,establish the buyer trust gain model.2nd, designs strategy pattern to gain the buyer trust in the C2C network transaction. By the buyer trust gain model in the C2C network transaction,vendor recommendations to the C2C network operators and the sellers.

【关键词】 C2C交易买方信任影响因素
【Key words】 C2C TransactionBuyer’s TrustFactors
  • 【分类号】F224;F713.36
  • 【被引频次】3
  • 【下载频次】496
  • 攻读期成果
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