【作者】 黄丹；

【导师】 刘明霞；

【作者基本信息】 武汉大学 ， 企业管理， 2017， 硕士

【摘要】 B2C平台作为一种有效开展电子商务的新的销售渠道,入驻B2C平台成为企业开展开拓新渠道的一种方式。“信任”是开展网上交易的基础,信任传递作为信任形式之一,也逐渐成为学者们研究较多的话题。但纵观该领域的研究,大部分研究局限于跨渠道信任传递的研究,对同一平台渠道内网上至网上的信任较少,此外,已知主体和未知主体间不同的关系形式对信任传递的影响也缺乏深入探讨。基于群体实体性理论和信号理论,本文探讨在B2C环境下消费者信任传递的影响机制,以及消费者感知两个实体间不同关系对信任传递的影响。我们收集了 476份有效问卷,运用SPSS20.0软件、AMOS17.0软件并采用了回归分析法来验证假设。结果发现:(1)消费者对B2C平台已有信任对第三方卖家的消费者初始信任具有正向影响;(2)感知相似性对第三方卖家的消费者初始信任具有正向影响;(3)感知B2C平台企业对第三方卖家控制对第三方卖家的消费者初始信任具有正向影响;(4)感知竞争对第三方卖家的消费者初始信任具有正向影响,并且感知竞争程度正向调节感知相似性与第三方卖家的消费者初始信任的关系;(5)第三方卖家的消费者初始信任对第三方卖家的消费者购买意愿具有正向影响。此外,信任倾向对第三方卖家的消费者初始信任没有显著影响。本文的研究结果丰富信任传递理论,同时为了更有效地构建网上消费者的信任,研究结论给中小企业入驻B2C平台以及B2C平台和第三方卖家建立合适的关系具有指导意义。更多还原

【Abstract】 For B2C platform as an effective way of e-commerce,many enterprises become 3rd-party of the B2C platform to develop a new sales channel."Trust" is basis of e-commerce.As trust transfer is a form of trust,it has became a hot topic for more and more scholars.But we review the filed of trust transfer research,we found that most research focus on trust transfer which in different channel,and the researches on online-to-online environment trust transfer are less.In addition,the influences of different relationships between the subjects are lack othe study builds a trust transfer model aiming at analyzing customer’s trust on B2Cf discussion.Base on the Theory of Group Entitativity and the Theory of Signal Transmission,platform transfer to the third-party sellers and the effect of relationships of between he subjects on trust transfer.Through collecting 476 effective samples using methods like Factor Analysis o verify the hypothesis.The findings demonsrate that(1)trust in the platform enterprise can be transferred to the third-parties;(2)perceived similarity has a positive effect on the customers’ initial trust in third-parties;(3)Perceived control has a positive effect on the customers’ initial trust in third-parties,(4)Perceived competition between B2C and hird-parties has a positive effect on the customers’initial trust in third-parties,and perceived competition plays a moderating role in the relationship of perceived similarity and customers’initial trust in third-parties;(5)The customers,initial trust in third-parties is positive with the purchase intention of customers.In addition,propensity to trust has no significant impact on the initial trust of third-parties.The research results of this paper enrich the trust transfer theory.In addition,in order to constructing consumers’ trust of online more effectively,the conclusions of the study has the guiding significance for the small and medium enterprises and B2C platform.更多还原