【摘要】：終端網(wǎng)絡交易市場是基于計算機技術和網(wǎng)絡通信技術出現(xiàn)的一種在互聯(lián)網(wǎng)上進行交易和付款的虛擬性市場。終端網(wǎng)絡交易市場的出現(xiàn)帶給人們一種新的購物方式—網(wǎng)絡購物,網(wǎng)絡購物的出現(xiàn)極大地改變了中國民眾的購物習慣并迅速被人們所接受。然而,因為網(wǎng)絡購物的虛擬性以及網(wǎng)絡信息鑒別困難,加上因中國的終端網(wǎng)絡交易市場發(fā)展時間太短而發(fā)展速度太快導致中國的終端網(wǎng)絡交易市場制度不健全、規(guī)范不標準,信息不對稱這一問題在終端網(wǎng)絡交易市場被成倍的放大并對終端網(wǎng)絡交易市場產(chǎn)生了極大的負面影響。本文的研究重點在于終端網(wǎng)絡交易市場中的信息不對稱問題,以及在消費者進行網(wǎng)絡購物時信息不對稱因素對消費者網(wǎng)絡購物的影響機制和大小。為此,作者在研究中主要完成了以下幾個工作:首先從理論上分析了終端網(wǎng)絡交易市場所具有的特點:虛擬性、低成本、全天候和跨地域。結合終端網(wǎng)絡交易市場的特點,重點分析了在三種不同形式的終端網(wǎng)絡交易市場—平臺式B2C市場、自營式B2C市場和C2C市場,其信息不對稱有何特點和不同。然后通過理論分析,結合以往學者常用的網(wǎng)購交易決策模型:技術接受模型(TAM)和感知風險模型,建立本文的以TAM為主體,包含有信息不對稱因素的網(wǎng)購決策模型。然后在所構建模型的基礎上,通過調(diào)查問卷獲取消費者對網(wǎng)購的感知數(shù)據(jù),通過計量分析消費者在終端網(wǎng)絡交易市場上進行網(wǎng)購時的交易決策因素,分析不同因素之間的影響關系以及信息不對稱因素在其中起到何種作用,最終得出了論文的研究結論并加以解釋分析。最后在研究結論的基礎上,結合現(xiàn)有的降低和規(guī)避信息不對稱問題的措施,對網(wǎng)購交易平臺、網(wǎng)絡賣家提出了進一步降低終端網(wǎng)絡交易市場中信息不對稱問題的建議措施。
[Abstract]:Terminal network trading market is a virtual market based on computer technology and network communication technology. The appearance of terminal network trading market has brought people a new way of shopping-online shopping. The appearance of online shopping has greatly changed the shopping habits of Chinese people and was quickly accepted by people. However, because of the virtual nature of online shopping and the difficulty of identifying network information, and because of the short development time and rapid development of China's terminal network trading market, the system of China's terminal network trading market is not perfect and the standard is not standard. The problem of information asymmetry is magnified in the terminal network trading market and has a great negative impact on the terminal network trading market. This paper focuses on the problem of information asymmetry in the terminal network trading market, and the influence mechanism and size of information asymmetry factors on consumers' online shopping. Therefore, the author has done the following work: firstly, the characteristics of the terminal network trading market are analyzed theoretically: virtual, low cost, all-weather and cross-region. Combined with the characteristics of the terminal network trading market, this paper mainly analyzes the characteristics and differences of information asymmetry in three different types of terminal network trading market: platform B2C market, proprietary B2C market and C2C market. Then, through theoretical analysis, combined with the traditional online purchase decision model: technology acceptance model (TAM) and perceived risk model (TAM), this paper sets up an online purchase decision-making model with TAM as the main body and information asymmetry factor as its main body. Then, on the basis of the model, we obtain the perceived data of consumers through questionnaire, and analyze the decision-making factors when consumers purchase online in the terminal network trading market. This paper analyzes the relationship between different factors and how information asymmetry factors play a role, and finally comes to the conclusion of the paper and explains it. Finally, on the basis of the conclusion of the study, combined with the existing measures to reduce and avoid the information asymmetry problem, the online shopping platform, network sellers put forward further measures to reduce the information asymmetry in the terminal network trading market.
【學位授予單位】：山東財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6

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