本文選題：懲罰力度 + 感知公平�。� 參考：《武漢大學》2017年碩士論文

【摘要】：隨著電子商務平臺市場的一日千里,電子平臺交易因其便利性,已成為一種重要的購物渠道和商業(yè)形式。從最初的雙十一、雙十二,到近年來的女神節(jié)、6.18等網購狂歡節(jié),每年商務平臺的成交量和成交額不斷創(chuàng)新高,但在商務平臺繁榮發(fā)展的背后也存在嚴重的問題。在近幾年的3.15消費者權益日晚會中曝光的大多數問題都與電商平臺交易有關,如2016年3.15晚會打響的第一槍就是"餓了么",實體店的環(huán)境和線上圖片嚴重不符。2017年3.15晚會的主題是"網絡誠信,消費無憂",則進一步說明網絡交易平臺中誠信缺失的問題,互聯網已成為消費者投訴的重災區(qū)。在電子商務交易過程中,因為賣家對自身產品的質量、價格、色澤等方面了解的更多,與買家比較,具備一定的信息優(yōu)勢,因而,平臺對賣家機會主義行為的管理一直是業(yè)界和學界關注的重點。但由于網絡的匿名性、信息不對稱的全局性和網絡交易場所的虛擬性使得買家擁有了關于自身交易動機、收貨時間、所收商品的真實質量情況等信息優(yōu)勢,也存在買家惡意評價、敲砸勒索等機會主義行為,所以線上買家的不當行為同樣存在。平臺的功能就是作為交易中介,盡可能促成買家、賣家之間的交易活動,所以平臺需要維護交易秩序,管理買賣雙方的不良行為。論文以電子商務平臺上的交易三方(平臺、買家、賣家)為背景,以公平感知理論和信任傳遞機制為基礎探究買家觀察到平臺懲罰賣家時的反應。采用問卷調查的方法,抽取了武漢部分高校的本科生、研究生和MBA的學生作為研究對象,調查他們在電子商務平臺購物時的行為。本文使用統計軟件spss20.0對數據進行操作分析,所用到的統計方法有描述性統計、信度效度檢驗、相關分析、及回歸分析等,數據分析的結果說明,平臺對賣家的懲罰力度和買家的感知懲罰公平可以共同提升買家對平臺的信任;買家對平臺的信任會減少其機會主義。
[Abstract]:With the rapid development of e-commerce platform market, electronic platform transaction has become an important shopping channel and commercial form because of its convenience. From the initial double 11, double 12, to the recent online shopping carnival, such as the goddess festival of 6.18, the volume and volume of business platform transactions have set new records every year, but there are also serious problems behind the prosperity and development of the business platform. In recent years, most of the problems exposed at the March 15 Consumer Rights and interests meeting were related to e-commerce platform transactions. For example, the first shot at the 2016 March 15 party was "hungry?" the environment of the physical store and the online pictures were seriously different. The theme of the March 15, 2017 evening was "online integrity, free consumption," which further illustrated the lack of integrity in the online trading platform. The Internet has become a major disaster area for consumer complaints. In the course of e-commerce transactions, because sellers know more about the quality, price, color and other aspects of their own products, compared with buyers, they have certain information advantages, so, The platform of seller opportunism behavior management has been the focus of industry and academic attention. However, due to the anonymity of the network, the global nature of information asymmetry and the virtual nature of the network trading place, buyers have information advantages about their own transaction motives, the time of receipt, the true quality of the goods received, and so on. There are also opportunistic behaviors such as malicious evaluation and extortion, so online buyers' misconduct also exists. The function of the platform is to act as a transaction intermediary to promote the trading activities between buyers and sellers as much as possible. Therefore, the platform needs to maintain the order of transactions and manage the bad behavior of both parties. Based on the theory of fair perception and trust transfer mechanism, this paper explores the reaction of the buyer to punish the seller on the basis of the transaction tripartite (platform, buyer, seller) on the e-commerce platform. By using the method of questionnaire, the undergraduates, graduate students and MBA students of some universities in Wuhan were selected as the research objects to investigate their behavior when shopping on the e-commerce platform. In this paper, the statistical software spss20.0 is used to analyze the data. The statistical methods are descriptive statistics, reliability validity test, correlation analysis, regression analysis and so on. The punishment intensity of the platform to the seller and the perceived punishment fairness of the buyer can jointly enhance the buyer's trust in the platform, and the buyer's trust in the platform will reduce its opportunism.
【學位授予單位】：武漢大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6

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