【作者】 胡蓉；

【导师】 唐尧；

【作者基本信息】 中南财经政法大学 ， 企业管理， 2022， 硕士

【摘要】 作为电子商务的一种特例,平台市场中的交易过程具备时空分离的特征,而这一特征加剧了买卖双方的信息不对称问题,并由此而导致了顾客的感知风险。现有研究表明,顾客获取和处理信息是缓解感知风险最为有效的策略之一,有较多的理论用于解释顾客如何通过获取信息以减轻信息不对称程度,从而缓解感知风险,比如:信号传递理论、信息披露理论等。虽然这些理论解释了顾客获取信息对感知风险的影响,但是并没有探讨顾客对不同信息的处理过程如何缓解感知风险。基于此,本文将精细加工可能性模型引入平台市场,建立影响顾客感知风险的信息处理过程,即中心路径和边缘路径,从而探索平台市场中顾客感知风险的缓解机制。精细加工可能性模型(elaboration likelihood model)认为个体可以通过中心路径和边缘路径这两条信息处理路径改变态度,中心路径处理与对象相关的直接信息,而边缘路径则将对象与其它因素关联起来,从而处理与对象相关的间接信息,相对于边缘路径,中心路径所需花费的时间精力更多。个体选择中心路径还是边缘路径取决于其信息处理能力,当个体能力(即自我效能感)越高时,其越有可能通过中心路径进行信息处理,而当其能力越低时,个体则更倾向于通过边缘路径进行信息处理。平台市场中的平台和卖方都会提供与交易相关的信息,从而缓解顾客的感知风险,具体而言,作为产品的交付主体,卖方主要提供关于产品的直接信息(信息质量、产品描述诊断性)。因此,本文认为卖方提供的信息通过中心路径发挥作用。平台扮演交易的中介角色,其主要职能在于创建交易环境并监管买卖双方的交易过程,而平台的优劣则可以看成是卖方信息来源可信度的关键。因此,本文认为平台提供的信息(如平台声誉、平台监管机制、平台安全保护)通过边缘路径发挥作用。本文以拼多多平台为研究对象,采用线上问卷调查的方式共收集有效问卷398份,并运用SPSS 24.0检验问卷的信度和效度,然后采用结构方程模型软件Smart PLS3.0对提出的假设和模型进行实证检验。研究结果表明:(1)就中心路径而言,卖方提供的产品描述诊断性负向影响顾客感知风险,而信息质量与感知风险之间的关系不显著。(2)就边缘路径而言,平台声誉、平台监管机制、平台安全保护均负向影响顾客感知风险,这表明平台在缓解顾客感知风险中发挥了重要作用,其中,平台声誉对顾客感知风险的影响最大;(3)此外,自我效能感对边缘路径的调节效应显著,这表明当顾客的自我效能感越低,平台提供的关于平台声誉、平台监管机制、平台安全保护信息就更加有助于缓解顾客的感知风险,也就是说顾客在其自我效能感较低时,他们就会更加依赖平台提供的信息。(4)最后,自我效能感对中心路径的调节效应不显著,潜在的原因在于:平台市场中买卖双方之间的信息不对称削弱了顾客形成中心路径的信息处理能力,因此,无论顾客自我效能感的高低,卖方提供的关于产品的直接信息对顾客的感知风险的影响并无显著差异。更多还原

【Abstract】 As a special case of e-commerce,the transaction process in the platform market has the characteristics of time-space separation,which aggravates the problem of information asymmetry between buyers and sellers,and leads to customers’ perceived risk.Existing research shows that customers’ acquisition and processing of information is one of the most effective strategies to alleviate perceived risk.There are many theories to explain how customers can reduce the degree of information asymmetry by acquiring information,so as to alleviate perceived risk,such as signal transmission theory,information disclosure theory and so on.Although these theories explain the impact of customers’ access to information on perceived risk,they do not explore how customers’ processing of different information can alleviate perceived risk.Based on this,this thesis introduces the possibility model of fine processing into the platform market and establishes the information processing process affecting customer perceived risk,namely the central path and edge path,so as to explore the mitigation mechanism of customer perceived risk in the platform market.The elaboration likelihood model holds that individuals can change their attitude through two information processing paths: the central path and the edge path.The central path processes the direct information related to the object,while the edge path associates the object with other factors,so as to process the indirect information related to the object,compared with the edge path,The central path takes more time and energy.Whether an individual chooses the central path or the edge path depends on his information processing ability.When the individual’s ability(i.e.self-efficacy)is higher,he is more likely to process information through the central path,while when his ability is lower,he is more likely to process information through the edge path.Both the platform and the seller in the platform market will provide information related to the transaction,so as to alleviate the perceived risk of customers.Specifically,as the delivery subject of the product,the seller mainly provides direct information about the product(information quality,product description and diagnostic).Therefore,this thesis believes that the information provided by the seller plays a role through the central path.The platform plays an intermediary role in the transaction.Its main function is to create a trading environment and supervise the trading process of both buyers and sellers,and the quality of the platform can be regarded as the key to the credibility of the seller’s information source.Therefore,this thesis believes that the information provided by the platform(such as platform reputation,platform supervision mechanism and platform security protection)plays a role through the edge path.Taking pinduoduo platform as the research object,this thesis collects 398 effective questionnaires by means of online questionnaire,tests the reliability and validity of the questionnaire by SPSS 24.0,and then empirically tests the proposed hypotheses and models by using structural equation modeling software Smart PLS 3.0.The results show that:(1)as for the central path,the diagnostic negative impact of product description provided by the seller on customers’ perceived risk,while the relationship between information quality and perceived risk is not significant.(2)In terms of edge path,platform reputation,platform supervision mechanism and platform security protection all negatively affect customer perceived risk,which shows that the platform plays an important role in alleviating customer perceived risk,among which platform reputation has the greatest impact on customer perceived risk;(3)In addition,the regulatory effect of self-efficacy on the edge path is significant,which shows that when the customer’s self-efficacy is lower,the information about platform reputation,platform supervision mechanism and platform security protection provided by the platform will be more helpful to alleviate the customer’s perceived risk,that is to say,when the customer’s self-efficacy is lower,they will rely more on the information provided by the platform.(4)Finally,the regulatory effect of self-efficacy on the central path is not significant.The potential reason is that the information asymmetry between buyers and sellers in the platform market weakens the information processing ability of customers to form the central path.Therefore,regardless of the level of customer self-efficacy,there is no significant difference in the impact of direct information about products provided by sellers on customers’ perceived risk.更多还原