【摘要】：終端網(wǎng)絡(luò)交易市場(chǎng)是基于計(jì)算機(jī)技術(shù)和網(wǎng)絡(luò)通信技術(shù)出現(xiàn)的一種在互聯(lián)網(wǎng)上進(jìn)行交易和付款的虛擬性市場(chǎng)。終端網(wǎng)絡(luò)交易市場(chǎng)的出現(xiàn)帶給人們一種新的購(gòu)物方式—網(wǎng)絡(luò)購(gòu)物,網(wǎng)絡(luò)購(gòu)物的出現(xiàn)極大地改變了中國(guó)民眾的購(gòu)物習(xí)慣并迅速被人們所接受。然而,因?yàn)榫W(wǎng)絡(luò)購(gòu)物的虛擬性以及網(wǎng)絡(luò)信息鑒別困難,加上因中國(guó)的終端網(wǎng)絡(luò)交易市場(chǎng)發(fā)展時(shí)間太短而發(fā)展速度太快導(dǎo)致中國(guó)的終端網(wǎng)絡(luò)交易市場(chǎng)制度不健全、規(guī)范不標(biāo)準(zhǔn),信息不對(duì)稱這一問題在終端網(wǎng)絡(luò)交易市場(chǎng)被成倍的放大并對(duì)終端網(wǎng)絡(luò)交易市場(chǎng)產(chǎn)生了極大的負(fù)面影響。本文的研究重點(diǎn)在于終端網(wǎng)絡(luò)交易市場(chǎng)中的信息不對(duì)稱問題,以及在消費(fèi)者進(jìn)行網(wǎng)絡(luò)購(gòu)物時(shí)信息不對(duì)稱因素對(duì)消費(fèi)者網(wǎng)絡(luò)購(gòu)物的影響機(jī)制和大小。為此,作者在研究中主要完成了以下幾個(gè)工作:首先從理論上分析了終端網(wǎng)絡(luò)交易市場(chǎng)所具有的特點(diǎn):虛擬性、低成本、全天候和跨地域。結(jié)合終端網(wǎng)絡(luò)交易市場(chǎng)的特點(diǎn),重點(diǎn)分析了在三種不同形式的終端網(wǎng)絡(luò)交易市場(chǎng)—平臺(tái)式B2C市場(chǎng)、自營(yíng)式B2C市場(chǎng)和C2C市場(chǎng),其信息不對(duì)稱有何特點(diǎn)和不同。然后通過理論分析,結(jié)合以往學(xué)者常用的網(wǎng)購(gòu)交易決策模型:技術(shù)接受模型(TAM)和感知風(fēng)險(xiǎn)模型,建立本文的以TAM為主體,包含有信息不對(duì)稱因素的網(wǎng)購(gòu)決策模型。然后在所構(gòu)建模型的基礎(chǔ)上,通過調(diào)查問卷獲取消費(fèi)者對(duì)網(wǎng)購(gòu)的感知數(shù)據(jù),通過計(jì)量分析消費(fèi)者在終端網(wǎng)絡(luò)交易市場(chǎng)上進(jìn)行網(wǎng)購(gòu)時(shí)的交易決策因素,分析不同因素之間的影響關(guān)系以及信息不對(duì)稱因素在其中起到何種作用,最終得出了論文的研究結(jié)論并加以解釋分析。最后在研究結(jié)論的基礎(chǔ)上,結(jié)合現(xiàn)有的降低和規(guī)避信息不對(duì)稱問題的措施,對(duì)網(wǎng)購(gòu)交易平臺(tái)、網(wǎng)絡(luò)賣家提出了進(jìn)一步降低終端網(wǎng)絡(luò)交易市場(chǎng)中信息不對(duì)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(xué)位授予單位】：山東財(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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