【作者】 刘阳；

【导师】 罗川；

【作者基本信息】 西南财经大学 ， 金融贸易电子商务， 2021， 硕士

【副题名】基于闲鱼APP的实证分析

【摘要】 随着分享经济的飞速兴起和移动互联网的快速发展,二手交易也依次经历了线下二手交易、线上PC端二手交易和线上移动端APP二手交易等三大发展阶段,并且在不同阶段呈现出了不同的发展特点。截止目前,我国在线移动端二手交易市场已经呈现出,以闲鱼和转转两大综合品类二手交易APP双寡头为基础,各个垂直细分领域百花齐放的竞争格局;为使得研究结果更具代表性,本文选择了行业渗透率最高的闲鱼APP作为研究对象。并以信号理论和在线信誉建立机制理论作为理论基础,将从闲鱼APP卖家页面搜集而来的变量(如超赞数、关注数、粉丝数、芝麻信用等级、个人资料完整度等)和找专业人士做指标评测得到的变量(如商品性价比、商品信息全面性、商品信息力度、评论信息全面性、评论信息力度等)分为了三类:分别为信号传递类自变量、信号甄别类自变量和与卖家信誉有关的调节变量,从而建立起了包含自变量、调节变量与因变量的研究模型,以此来验证两大类信号在闲鱼APP这种信息不对称的环境下,在消费者们对卖家信誉感知的调节下,对闲鱼卖家销量所产生的影响和作用。本研究同时借助爬虫抓取、手动搜集和指标测评等多种方式进行闲鱼APP上卖家的原始样本数据搜集,并使用了问卷调研和在线访谈相结合的方式确定使用哪些变量来刻画卖家信誉。之后,我们利用SPSS软件对最终收集到的2237份有效样本数据进行了多元线性回归分析和层次回归,并根据回归分析的结果探讨自变量对因变量的影响和调节变量的调节效应。结合最后对数据结果的分析,本研究得出以下可能的创新点:第一,本文的研究角度较为新颖。目前该领域的绝大部分研究都是站在平台角度和消费者角度进行的,而本研究基于移动端综合品类二手交易平台闲鱼APP的具体特点,选择从平台上的卖家角度出发进行研究。因为闲鱼APP采用的是C2C交易模式,其本质上只是为买卖双方提供了一个二手交易平台,而其自身不会参与交易过程。故从平台上的卖家角度出发研究影响其销量的因素,其研究结论对参与线上二手交易的卖家而言具备更高的参考价值和借鉴意义。第二,本文的理论视角较为独特。目前该领域的研究在平台的信誉机制和销量的影响因素上均有所涉及。但通过调研闲鱼的用户和阅读卖家信誉相关的文献,我们发现这两方面的研究存在千丝万缕的关系,二者不应割裂开来研究。故本研究首次将信号理论和信誉建立机制理论同时引入了对移动端线上二手交易的研究之中,不仅验证了基于线下二手车市场研究提出的信号理论,在线上综合品类二手交易的研究中仍旧适用。同时还发现通过信誉建立机制理论提出的三条路径建立起的卖家信誉,不仅自身可能对卖家销量产生影响,同时还会对其他部分自变量产生调节效应。第三,本文采用了多种方法相结合的方式进行数据搜集和研究工作,有利于规避单种方法的局限性。一方面,在原始样本数据的搜集过程中,我们采用了爬虫抓取、手动搜集和指标测评等多种方法相结合的方式。其中通过爬虫抓取的方式,我们选定了对应样本商家的ID。通过手动搜集的方式,我们搜集到了对应样本商家APP页面的客观数据。通过指标测评的方式,我们用专业人士的评估代替了消费者的感知,从而最大限度地确保了所搜集样本数据的准确性。另一方面,在论文模型的构建过程中,我们采用了问卷调研和在线访谈有机结合的方法。先通过问卷调研的方式找到了对闲鱼用户感知卖家信誉有影响的变量,再通过在线访谈的方式针对问卷调研过程中发现的问题与被调研者沟通,从而最大限度地保证了研究模型的科学性和合理性。综上所述,本文的结果不仅对未来学术界在移动端在线二手交易领域的研究具备参考价值,同时对于二手交易平台、二手闲置物品卖家和二手闲置物品消费者而言都具有一定的实践意义,如帮助平台方制定更有效的信誉机制、帮助卖家更有针对性地披露相关信息、帮助消费者更高效地挑选出心仪的商品等。更多还原

【Abstract】 With the rapid rise of sharing economy and the rapid development of mobile Internet,the second-hand transaction has gone through three development stages:offline second-hand transaction,online pc end second-hand transaction and online mobile end second-hand transaction,and presents different development characteristics in different stages.In order to make the research results more representative,we chooses Idle Fish application,which has the largest market share in the mobile second-hand trading market,as the research object of this article.From the perspective of sellers on Idle Fish platform,we conducts research on various factors that affect seller sales.I hope to get realistic results,so as to provide some suggestions for the development of my country’s mobile second-hand trading platform and even the second-hand e-commerce industry.Based on the above discussion,this article chooses to start from the perspective of sellers on Idle Fish app,with signal theory and reputation establishment mechanism theory as the theoretical basis,and collect information from Idle Fish app seller pages(such as number of super likes,number of followers,number of fans,Sesame credit rating,completeness of personal data,etc.)and obtained from professional evaluations(such as commodity cost performance,commodity information completeness,commodity information persuasiveness,comment information completeness,comment information persuasiveness,etc.).All independent variables are divided into three major categories: signal transmission independent variables,signal discrimination independent variables,moderating variables related to seller reputation,and explore the influence of these two types of independent variables on the sales of Idle Fish sellers under the regulation of seller reputation.Thus,a research model including independent variables,moderating variables and dependent variables is established to verify the impact and role of the two kinds of signals on the sales volume of Idle Fish sellers under the regulation of consumers’ perception of sellers’ reputation.After that,we used SPSS software to perform multiple linear regression analysis on the 2237 pieces of effective data collected finally,and discussed the influence of independent variables on dependent variables and the moderating effects of Moderating variables based on the results of regression analysis.Combining the final analysis of the data results,this study has the following innovations:Firstly,the research perspective of this article is relatively novel.At present,most of the research in this field is carried out from the perspective of the platform and the consumer,and this research is based on the specific characteristics of the mobile comprehensive second-hand trading platform Idle Fish app,and chooses to study from the perspective of the seller on the platform.Because Idle Fish app adopts a C2 C transaction model,it essentially only provides a second-hand transaction platform for buyers and sellers,and it does not participate in the transaction itself.Secondly,the theoretical perspective of this article is unique.The current research in this field is involved in the research on the reputation mechanism of the platform and the influencing factors of sales.However,by investigating the users of Idle Fish and reading the literature related to reputation,we found that the two aspects of research are inextricably linked.The relationship between the two should not be studied separately.Therefore,this research introduces the signal theory and reputation establishment mechanism theory into the research of mobile online second-hand transactions for the first time.It is verified that the signal theory proposed based on offline used car market research is still applicable to online comprehensive second-hand transactions.At the same time,it is also found that the reputation of sellers established through the three paths proposed by the theory of reputation establishment mechanism may not only have an impact on seller sales,but also have a moderating effect on other independent variables.Lastly,this article uses a combination of multiple methods for data collection and research work,which helps to avoid the limitations of a single research method.On the one hand,in the process of collecting the original sample data,we used a combination of multiple methods such as crawler crawling,manual collection,and indicator evaluation.To maximize the accuracy of the collected sample data,we selected the id of the corresponding sample merchant by crawling,manually collected the objective data of the corresponding sample merchant page,and by looking for professionals to do indicator evaluation instead of questionnaire surveys to collect information related to consumer subjective perception.On the other hand,in the process of constructing the thesis model,we adopted an organic combination of questionnaire surveys and online interviews.To sum up,this study takes sellers on Idle Fish app as the research object,uses signal theory as the research framework,and establishes a theoretical model based on the theory of seller reputation mechanism.This paper discusses how the two kinds of signals,signal sending and signal screening,affect the seller’s sales volume on Idle Fish app under the moderate effect of seller’s reputation.From the point of the research results,the results of this paper not only for future academic research in the field of mobile end online second-hand trading has the reference value,at the same time for idle items trading platform,the sellers and consumers has a certain practical significance,such as helping to develop more effective reputation mechanism,to more precisely disclose relevant information,to more effectively pick out the right goods,etc.更多还原