本文選題：三方信息 + 信息不對(duì)稱　； 參考：《安徽財(cái)經(jīng)大學(xué)》2015年碩士論文

【摘要】：2015年第35次中國(guó)互聯(lián)網(wǎng)發(fā)展?fàn)顩r統(tǒng)計(jì)報(bào)告顯示:截至2014年底,我國(guó)網(wǎng)絡(luò)購(gòu)物用戶規(guī)模達(dá)3.61億,較2013年上漲了19.7%;全國(guó)開(kāi)展在線銷售的企業(yè)比例達(dá)24.7%。買(mǎi)賣雙方規(guī)模的不斷擴(kuò)大促進(jìn)了網(wǎng)購(gòu)市場(chǎng)的繁榮,并且隨著“互聯(lián)網(wǎng)+”概念的提出,會(huì)有越來(lái)越多的實(shí)體經(jīng)濟(jì)融入虛擬經(jīng)營(yíng)的氛圍中加劇競(jìng)爭(zhēng),手機(jī)購(gòu)物APP的設(shè)計(jì)便是搶奪市場(chǎng)份額的一種手段。網(wǎng)絡(luò)購(gòu)物市場(chǎng)所涵蓋的產(chǎn)品類別越來(lái)越豐富,銷售同類商品的網(wǎng)絡(luò)店鋪也越來(lái)越多,廣大消費(fèi)者如何在眾多備選中做出正確選擇就需要依靠網(wǎng)絡(luò)商店中披露的信息。很多學(xué)者研究了商店形象、產(chǎn)品屬性和網(wǎng)絡(luò)口碑對(duì)消費(fèi)者購(gòu)買(mǎi)意愿和行為的影響,但基于信號(hào)理論,從網(wǎng)店實(shí)際披露的信號(hào)出發(fā)研究其對(duì)消費(fèi)者網(wǎng)絡(luò)商店選擇意向和選擇行為影響的較少。網(wǎng)店披露的信息按其來(lái)源和反映層面的不同分為三個(gè)方面:店鋪信息、產(chǎn)品信息和消費(fèi)者評(píng)價(jià)信息。本文主要利用實(shí)驗(yàn)法研究三方信息對(duì)選擇意向和選擇行為的影響,并考慮信息不對(duì)稱性和信息可靠性的調(diào)節(jié)效應(yīng)。網(wǎng)店披露的信號(hào)種類繁多、水平不一,每一方信息均由多種信號(hào)共同反映,信號(hào)水平的不同組合會(huì)給消費(fèi)者帶來(lái)不同的感知。本文研究一中利用聯(lián)合分析方法確定單個(gè)信號(hào)對(duì)消費(fèi)者選擇偏好的貢獻(xiàn)率及不同信號(hào)水平的效用值,并選取三方信號(hào)中的代表信號(hào)設(shè)定三方信息的高低水平,再進(jìn)行研究二,探究三方信息整體對(duì)選擇意向和選擇行為的影響。研究一發(fā)現(xiàn)店鋪信息中賣家好評(píng)率、月銷量和賣家信譽(yù)對(duì)消費(fèi)者選擇偏好的貢獻(xiàn)率較大;產(chǎn)品信息中的價(jià)格和品牌對(duì)消費(fèi)者選擇偏好的貢獻(xiàn)率較大;消費(fèi)者評(píng)價(jià)信息的方向和類型是消費(fèi)者選擇網(wǎng)店時(shí)最為在意的兩類信號(hào)。研究二發(fā)現(xiàn)三方信息均顯著正向影響消費(fèi)者的選擇意向和選擇行為,且三方信息的綜合影響大于店鋪信息和評(píng)價(jià)信息的共同影響大于評(píng)價(jià)信息的個(gè)別影響。信息不對(duì)稱性和信息可靠性對(duì)三方信息與選擇意向之間的關(guān)系具有顯著的調(diào)節(jié)效應(yīng),信息不對(duì)稱性只對(duì)店鋪信息、產(chǎn)品信息與選擇行為之間的關(guān)系產(chǎn)生有中介的調(diào)節(jié)效應(yīng),信息可靠性只對(duì)評(píng)價(jià)信息與選擇行為之間的關(guān)系產(chǎn)生有中介的調(diào)節(jié)效應(yīng)。研究結(jié)論表明網(wǎng)店披露的信息對(duì)消費(fèi)者的選擇決策很有引導(dǎo)意義,網(wǎng)店賣家應(yīng)該注重信息的披露,尤其是消費(fèi)者決策時(shí)參考價(jià)值較大的信號(hào),但信號(hào)總是組合起來(lái)共同發(fā)生作用,提升信號(hào)水平要注意信號(hào)組合綜合影響的變化。消費(fèi)者掌握的有關(guān)網(wǎng)店和產(chǎn)品的信息是有限的,所以更多地去依賴網(wǎng)店實(shí)際披露的信息來(lái)做決策,而信息的可靠性是消費(fèi)者決定是否采納相關(guān)信息的關(guān)鍵,因此網(wǎng)店披露的信息必須詳實(shí)可靠。本文的最后部分論述了研究的局限以及未來(lái)研究方向。
[Abstract]:By the end of 2014, the number of online shopping users in China had reached 361 million, up 19.775 percent from 2013, and the proportion of enterprises selling online reached 24.7percent, according to the 35th China Internet Development Statistics report in 2015. The continuous expansion of the scale of the buyers and sellers has promoted the prosperity of the online shopping market, and with the introduction of the concept of "Internet", more and more real economy will become more competitive in the atmosphere of virtual operation. The design of mobile phone shopping APP is a means of grabbing market share. The online shopping market covers more and more kinds of products, and more online stores are selling the same kind of goods. How to make the right choice among the many options needs to rely on the information disclosed in the online store. Many scholars have studied the effects of store image, product attributes and online word of mouth on consumers' willingness and behavior to buy, but based on signal theory, Based on the actual disclosure signals of online stores, it has less influence on the choice intention and choice behavior of online stores. The information disclosed by online stores is divided into three aspects according to their sources and levels of reflection: store information, product information and consumer evaluation information. In this paper, we mainly use the experimental method to study the influence of tripartite information on the choice intention and behavior, and consider the adjustment effect of information asymmetry and information reliability. The information of each party is reflected by a variety of signals. Different combinations of signal levels will bring different perceptions to consumers. In this paper, we use the method of joint analysis to determine the contribution rate of single signal to consumer preference and the utility value of different signal level, and select the representative signal in tripartite signal to set the level of tripartite information. Explore the influence of the tripartite information on the choice intention and behavior. The first study found that the favorable rate of seller in store information, monthly sales volume and seller's reputation contribution rate to consumer's choice preference, the price in product information and brand's contribution rate to consumer's choice preference are bigger; The direction and type of consumer evaluation information are the two most important signals when consumers choose online stores. In the second study, it was found that the tripartite information had a significant positive effect on the consumer's choice intention and behavior, and the combined influence of the tripartite information was greater than that of the store information and the evaluation information, which was greater than the individual impact of the evaluation information. Information asymmetry and information reliability have significant adjustment effect on the relationship between tripartite information and choice intention, information asymmetry only has mediating effect on store information, product information and choice behavior. Information reliability only has mediating effect on the relationship between evaluation information and choice behavior. The research results show that the information disclosed by online stores is of great guiding significance for consumers to choose and make decisions. Sellers of online stores should pay attention to the disclosure of information, especially the signals of greater reference value when consumers make decisions. However, the signal is always combined to work together, so to raise the signal level, we should pay attention to the change of the integrated effect of the signal combination. Consumers have limited information about online stores and products, so they rely more on the information actually disclosed by online stores to make decisions, and the reliability of information is the key for consumers to decide whether to adopt relevant information. So the information that the net inn discloses must be detailed and reliable. The last part of this paper discusses the limitations of the research and the future research direction.
【學(xué)位授予單位】：安徽財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6

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