【摘要】：C2C交易成為我國消費(fèi)購買的重要方式。艾瑞咨詢(i Research)最新發(fā)布的《2014年中國電子商務(wù)行業(yè)年度監(jiān)測報(bào)告》顯示2014年淘寶網(wǎng)C2C市場交易額突破1.19萬億,占網(wǎng)絡(luò)購物交易總額的64.9%[2]。伴隨網(wǎng)絡(luò)購物的蓬勃發(fā)展,電子商務(wù)與生俱來的缺陷日益突出,信任問題越來越嚴(yán)峻。梳理以往學(xué)者的相關(guān)研究,發(fā)現(xiàn)第三方標(biāo)志對購買意愿影響研究的結(jié)論尚存爭議�；诖�,本文在充分研究第三方標(biāo)志運(yùn)行機(jī)制的基礎(chǔ)上,將第三方標(biāo)志分為保障標(biāo)志、公益標(biāo)志和支付標(biāo)志三類,引入顧客信任這一中介變量,構(gòu)建了C2C交易中第三方標(biāo)志、顧客信任與購買意愿的研究框架,并開發(fā)了里克特七級量表,采用結(jié)構(gòu)方程模型方法探討了第三方標(biāo)志對顧客購買意愿的影響機(jī)制。為使結(jié)論更具說服力與準(zhǔn)確性,本研究自主開發(fā)了網(wǎng)頁爬蟲程序,抓取賣家的真實(shí)交易數(shù)據(jù),并對其進(jìn)行Tobit回歸分析。文尾,結(jié)合基于調(diào)研數(shù)據(jù)的SEM分析和基于在線真實(shí)交易數(shù)據(jù)的Tobit分析結(jié)果,最終得到以下結(jié)論:(1)保障標(biāo)志和支付標(biāo)志均正向影響購買意愿,公益標(biāo)志不能正向影響購買意愿;(2)保障標(biāo)志和支付標(biāo)志正向影響顧客信任,公益標(biāo)志不能正向影響顧客信任;(3)顧客信任顯著影響購買意愿;(4)顧客信任在公益標(biāo)志對購買意愿的影響中無中介作用;顧客信任在保障標(biāo)志對購買意愿的影響中起部分中介作用;顧客信任在支付標(biāo)志對購買意愿的影響中起部分中介作用�；谝陨涎芯拷Y(jié)論,本研究認(rèn)為:(1)C2C賣家應(yīng)盡量加入淘寶網(wǎng)推出的保障標(biāo)志和支付標(biāo)志服務(wù),不建議參加公益標(biāo)志服務(wù);(2)C2C平臺服務(wù)商應(yīng)穩(wěn)步發(fā)展保障標(biāo)志和支付標(biāo)志,并嘗試推出更多的保障和支付標(biāo)志,加大對公益標(biāo)志的推廣力度,優(yōu)化公益標(biāo)志的顯示樣式,用簡練醒目的形式表達(dá)出公益標(biāo)志的意義。
[Abstract]:C-2 C transaction has become an important way of consumption and purchase in China. The latest annual monitoring report on China's e-commerce industry released by (i Research) in 2014 shows that the C2C market turnover of Taobao exceeded 1.19 trillion in 2014, accounting for 64.9 percent of the total online shopping transactions. With the rapid development of online shopping, the inherent defects of electronic commerce are increasingly prominent, and the trust problem is becoming more and more serious. The conclusion of the research on the influence of third party logo on purchase intention is still controversial. Based on this, based on the full study of the third party sign operation mechanism, this paper divides the third party mark into three categories: safeguard mark, public welfare sign and payment mark, introduces the intermediary variable of customer trust, and constructs the third party mark in C2C transaction. Based on the research framework of customer trust and purchase intention, the Richter scale is developed, and the influence mechanism of third-party logo on customer purchase intention is discussed by using structural equation model. In order to make the conclusion more convincing and accurate, a web crawler program was developed to capture the real transaction data of the seller, and the Tobit regression analysis was carried out. Finally, combining the SEM analysis based on the survey data and the Tobit analysis based on the online real transaction data, the following conclusions are obtained: (1) both the safeguard mark and the payment mark have positive influence on the purchase intention. (2) the sign of protection and payment can positively affect the trust of the customer, the public welfare sign can not influence the purchase intention positively; (2) the guarantee mark and the payment mark influence the customer's trust positively. (3) customer trust has significant influence on purchase intention, (4) customer trust has no intermediary role in the influence of commonweal sign on purchase intention; Customer trust plays a part intermediary role in the influence of guarantee sign on purchase intention, while customer trust plays a part intermediary role in the influence of payment mark on purchase intention. Based on the above conclusions, this study holds that: (1) C2C sellers should try their best to join the security and payment sign services launched by Taobao, and not to participate in the public welfare sign service; (2) C2C platform service providers should steadily develop security signs and payment marks. And try to introduce more security and payment signs, increase the promotion of public signs, optimize the display style of public signs, and express the significance of public signs in a concise and eye-catching form.
【學(xué)位授予單位】：中國礦業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.55;F724.6

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