電子商務(wù)平臺信息反饋機(jī)制的有效性研究
發(fā)布時間：2021-08-28 20:07
近年來,信息技術(shù)和互聯(lián)網(wǎng)科技的進(jìn)步大大促進(jìn)了電子商務(wù)的發(fā)展。消費者只需上網(wǎng),便可以瀏覽無窮無盡的產(chǎn)品,并獲取海量的購買信息。電子商務(wù)平臺提供的信息不僅幫助消費者了解產(chǎn)品質(zhì)量,減少購買的不確定性,還能夠促使消費者制定購買決策。繼而越來越多的電子商務(wù)平臺愿意投入更多的精力去發(fā)展和完善信息反饋機(jī)制。信息反饋機(jī)制是指消費者和賣家可以通過互聯(lián)網(wǎng)進(jìn)行雙向溝通、分享觀點和經(jīng)歷的口碑網(wǎng)絡(luò)。盡管如此,關(guān)于信息反饋機(jī)制有效性的研究,特別是從賣家策略選擇、消費者感知變化以及電子商務(wù)平臺設(shè)計的角度,還沒有被充分理解。這就促使我們進(jìn)一步探索多種信息反饋機(jī)制的經(jīng)濟(jì)作用,為實踐者提供更有價值的管理建議。在第一個子研究中,我們從賣家策略選擇的視角,基于eBay信息反饋機(jī)制的政策改變（即允許賣家選擇性地使用消費者評論系統(tǒng)）,運用自然實驗的研究方法,構(gòu)建計量經(jīng)濟(jì)模型,研究不同的信息質(zhì)量維度對信息反饋機(jī)制和產(chǎn)品銷量關(guān)系的影響。研究結(jié)果表明:客戶對消費者評論信息的可得性非常敏感,較早地獲得消費者評論信息的產(chǎn)品更可能增加其自身的產(chǎn)品銷量,而較晚才獲得消費者評論信息的產(chǎn)品則更可能能使其自身產(chǎn)品銷量的減少。而且,初始的正面或負(fù)面評...
【文章來源】：西安電子科技大學(xué)陜西省 211工程院校 教育部直屬院校
【文章頁數(shù)】：159 頁
【學(xué)位級別】：博士
【文章目錄】：
ABSTRACT(Chinese)
ABSTRACT(English)
List of Symbols
List of Abbreviations
Chapter One Introduction
1.1 Research Background
1.2 Research Problem and Objectives
1.2.1 Should online sellers embrace all kind of feedback mechanisms?
1.2.2 Are consumers more responsive to which feedback mechanism?
1.2.3 How do platforms design a“win-win”feedback mechanism?
1.3 Research Methods and Structure
1.4 Potential Contributions
Chapter Two Literature Review
2.1 Feedback Mechanisms
2.2 Seller Reputation
2.3 Consumer Reviews
2.4 Product Recommendations
2.5 New Opportunities and Challenges of Feedback Mechanisms
Chapter Three The Swaying Effect of Information Quality on the Effectiveness ofFeedback Mechanisms: Evidence from a Natural Experiment
3.1 Research Context
3.2 Empirical Setting
3.3 Theory Development
3.3.1 Nature of Feedback Mechanism Effectiveness
3.3.2 Cognitive Underpinnings of Feedback Mechanism Effectiveness
3.3.3 Swaying Effect of Information Availability
3.3.4 Swaying Effect of Information Timeliness
3.3.5 Swaying Effect of Information Consistency
3.4 Methodology
3.4.1 Research Design: A Longitudinal Natural Experiment
3.4.2 Endogeneity Concerns
3.4.3 Data and Measurements
3.4.4 Matching Procedure and Results
3.4.5 Econometric Specification
3.4.6 Empirical Results
3.5 Robustness Checks
3.5.1 Individual DID Test
3.5.2 Coarsened Exact Matching
3.5.3“Placebo”Estimation
3.5.4 Different Time Windows
3.5.5 Instrumental Variables
3.6 Chapter Summary
Chapter Four The Role of Perceived Effectiveness of Feedback Mechanisms: Moderating Effects on Consumer Satisfaction,Trust, and Repurchase Intention Relationship
4.1 Research Context
4.2 Theory Development
4.2.1 Perceived Effectiveness of Feedback Mechanisms
4.2.2 Trust Transfer Theory
4.2.3 Informational Influence
4.2.4 Product Type
4.2.5 The Moderating Role of PEFM between Satisfaction and Trust
4.2.6 The Moderating Role of PEFM between Trust and Repurchase
4.3 Methodology
4.3.1 Measurement Development
4.3.2 Questionnaire Development
4.3.3 Data Collection
4.4 Data Analysis and Results
4.4.1 Data Analysis Technique
4.4.2 Measurement Model
4.4.3 Structural Model
4.5 Robustness Checks
4.6 Chapter Summary
Chapter Five Design of Feedback Mechanisms: Are Subdivided or AggregatedConsumer Review Systems Better for Sellers?
5.1 Research Context
5.2 Related Literature
5.2.1 Consumer Review System and Information Strategy
5.2.2 Customer Perceptual Process and Rating Behavior
5.3 Model Setup
5.3.1 Online Sellers and Consumers
5.3.2 Information Strategy
5.3.3 Consumer Perceptual Process
5.3.4 Consumer Utility and Demand
5.3.5 Consumer Rating Behavior
5.4 Model Analysis
5.4.1 Effect of Subdivided Consumer Review Systems
5.4.2 Effect of Aggregated Consumer Review Systems
5.4.3 Competing Effect between Both Consumer Review Systems
5.5 Chapter Summary
Chapter Six Conclusions
6.1 Theoretical Contributions
6.2 Managerial Implications
6.3 Limitations and Future Research
Acknowledgement
References
AppendixA Analyses for the Dependent Variable of log(Watching)
AppendixB Analyses for Coarsened Exact Matching and Instrumental Variables
AppendixC Survey Questionnaire Items
AppendixD Proof of Propositions
Biographical Sketch
本文編號：3369162
【文章來源】：西安電子科技大學(xué)陜西省 211工程院校 教育部直屬院校
【文章頁數(shù)】：159 頁
【學(xué)位級別】：博士
【文章目錄】：
ABSTRACT(Chinese)
ABSTRACT(English)
List of Symbols
List of Abbreviations
Chapter One Introduction
1.1 Research Background
1.2 Research Problem and Objectives
1.2.1 Should online sellers embrace all kind of feedback mechanisms?
1.2.2 Are consumers more responsive to which feedback mechanism?
1.2.3 How do platforms design a“win-win”feedback mechanism?
1.3 Research Methods and Structure
1.4 Potential Contributions
Chapter Two Literature Review
2.1 Feedback Mechanisms
2.2 Seller Reputation
2.3 Consumer Reviews
2.4 Product Recommendations
2.5 New Opportunities and Challenges of Feedback Mechanisms
Chapter Three The Swaying Effect of Information Quality on the Effectiveness ofFeedback Mechanisms: Evidence from a Natural Experiment
3.1 Research Context
3.2 Empirical Setting
3.3 Theory Development
3.3.1 Nature of Feedback Mechanism Effectiveness
3.3.2 Cognitive Underpinnings of Feedback Mechanism Effectiveness
3.3.3 Swaying Effect of Information Availability
3.3.4 Swaying Effect of Information Timeliness
3.3.5 Swaying Effect of Information Consistency
3.4 Methodology
3.4.1 Research Design: A Longitudinal Natural Experiment
3.4.2 Endogeneity Concerns
3.4.3 Data and Measurements
3.4.4 Matching Procedure and Results
3.4.5 Econometric Specification
3.4.6 Empirical Results
3.5 Robustness Checks
3.5.1 Individual DID Test
3.5.2 Coarsened Exact Matching
3.5.3“Placebo”Estimation
3.5.4 Different Time Windows
3.5.5 Instrumental Variables
3.6 Chapter Summary
Chapter Four The Role of Perceived Effectiveness of Feedback Mechanisms: Moderating Effects on Consumer Satisfaction,Trust, and Repurchase Intention Relationship
4.1 Research Context
4.2 Theory Development
4.2.1 Perceived Effectiveness of Feedback Mechanisms
4.2.2 Trust Transfer Theory
4.2.3 Informational Influence
4.2.4 Product Type
4.2.5 The Moderating Role of PEFM between Satisfaction and Trust
4.2.6 The Moderating Role of PEFM between Trust and Repurchase
4.3 Methodology
4.3.1 Measurement Development
4.3.2 Questionnaire Development
4.3.3 Data Collection
4.4 Data Analysis and Results
4.4.1 Data Analysis Technique
4.4.2 Measurement Model
4.4.3 Structural Model
4.5 Robustness Checks
4.6 Chapter Summary
Chapter Five Design of Feedback Mechanisms: Are Subdivided or AggregatedConsumer Review Systems Better for Sellers?
5.1 Research Context
5.2 Related Literature
5.2.1 Consumer Review System and Information Strategy
5.2.2 Customer Perceptual Process and Rating Behavior
5.3 Model Setup
5.3.1 Online Sellers and Consumers
5.3.2 Information Strategy
5.3.3 Consumer Perceptual Process
5.3.4 Consumer Utility and Demand
5.3.5 Consumer Rating Behavior
5.4 Model Analysis
5.4.1 Effect of Subdivided Consumer Review Systems
5.4.2 Effect of Aggregated Consumer Review Systems
5.4.3 Competing Effect between Both Consumer Review Systems
5.5 Chapter Summary
Chapter Six Conclusions
6.1 Theoretical Contributions
6.2 Managerial Implications
6.3 Limitations and Future Research
Acknowledgement
References
AppendixA Analyses for the Dependent Variable of log(Watching)
AppendixB Analyses for Coarsened Exact Matching and Instrumental Variables
AppendixC Survey Questionnaire Items
AppendixD Proof of Propositions
Biographical Sketch
本文編號：3369162
本文鏈接：http://sikaile.net/kejilunwen/ruanjiangongchenglunwen/3369162.html
最近更新
教材專著
