C2C网上拍卖中用户信任的影响因素研究

【作者】 钟颖峰；

【导师】 邵培基；

【作者基本信息】 电子科技大学 ， 管理科学与工程， 2007， 硕士

【摘要】 随着网络消费观念的普及，加上支持网上购物的各种条件日益改善，网上购物这一新型消费观念正逐渐被消费者所接受。作为电子商务的重要应用模式之一，近年来C2C网上拍卖模式在全球范围内高速发展，国内C2C市场的份额和交易量近年来也快速提高。然而，随着各种电子商务模式应用的深入，隐藏于其中的各种问题也逐渐凸显。信任正是影响电子商务发展的关键问题之一，因此，本文所研究的信任问题，对C2C市场的发展具有重要意义。C2C市场中的信任问题有别于B2C和B2B市场，C2C网上拍卖涉及到三方面的信任关系，包括作为买家和卖家的个体消费者以及作为市场组织者的企业网站。本文在总结过去关于组织与消费者信任、电子商务信任等问题的研究的基础上，把在C2C市场的消费者定义为用户(包括买家和卖家)，以用户之间的关系、用户与网站的关系作为研究对象，将C2C市场中的信任分为两类：一是用户对其交易对象的信任，属于人际型信任；二是用户对拍卖网站的信任，属于制度型信任。根据上述分类并在参考过去相关研究文献的基础上，本文建立了C2C网上拍卖的信任模型，分别探讨人际型信任和制度型信任的影响因素。本文采用实证研究的方法，通过对C2C市场的现有用户和潜在用户进行问卷调查，共收集341份有效问卷，并结合研究模型运用SPSS统计软件完成数据分析和假设检验。通过上述研究，本文总结了以下三点重要结论：(1)对于人际型信任而言，交易对象的能力、诚实、善意和信誉等可信属性对其获得他人的信任有显著的影响作用；(2)对于制度型信任而言，拍卖网站的结构保证和情境正常性等可信属性对其获得用户的信任同样具有显著的影响作用；(3)个人信任倾向对两类信任也有一定影响，但在信任与其影响因素之间的调节作用并不明显。最后，本文在上述实证研究结论的基础上，结合国内外的相关研究，为C2C市场的用户和网站提出一些理论和实践上的建议。更多还原

【Abstract】 Along with the popularization of online consumption and melioration of the infrastructure, online shopping as a newly consumer attitudes is accepting by the consumer. As one of the mode for E-commerce, C2C online auction is growing with a high speed all over the world. In China’s mainland, the share of C2C market is also growing year by year. However, most of issues are unfolding with the E-commerce evolution. And trust is one of the key factors for E-commerce success. So, trust issue in C2C market is quite important.Such C2C transactions are not dyadic, but triadic in nature including the buyer and seller as the consumer and the auction website as the market organizer. This thesis has studied the trust relationships with between the buyer and seller and the consumer and auction website basing on the previous researches on E-commerce trust. There are two types of trust in C2C market. The interpersonal trust is focusing on the buyer and seller. And the institutional trust is focusing on the consumer and website.This thesis has built the model for the antecedents of interpersonal trust and institutional trust and the moderating effect of the trust propensity basing on the relating literatures. Empirical research methodology is conducted in this study. Questionnaire is used to data collection and SPSS is used to data analysis and hypotheses testing. The analysis results as following:a. Considering the interpersonal trust, its antecedents including competence, benevolence, integrity, reputation and disposition to trust is positive.b. Considering the institutional trust, its antecedents including structural assurance, situational normality, signal and disposition to trust is positive.c. The moderating effect from disposition to trust is insignificant.更多还原