目的/意义 针对电商市场信息不对称造成信任危机这一问题,基于情报认知图式理论对电商平台质量信号传递机制及效应进行研究,构建的相关模型为信号传递研究提供了新的思路和建议.[方法/过程 首先,基于信号传递理论分析电商市场现有信号传递途径;其次,将弱信号趋势分析融入电商平台与环境信号传递机制中,构建基于外围视野的弱信号分析模型并加以实证分析;最后,引入平台质量认证这一质量信号,完善其传递机制及效应研究.[结果/结论 弱信号趋势分析结论与实证探究相一致,证明将弱信号分析融入信号传递模型这一思想以及该分析模型具有其现实意义;平台质量认证在市场中不仅存在单独的销售刺激效应且与外部质量信号具有调节效应,为质量信号研究提供新的思路;构建的整体理论模型具有一定的建设意义.%[Purpose/Significance]Aiming at the problem of trust crisis caused by asymmetric market information, This paper constructs an signaling model of e-commerce market with e-commerce platform as the core based on signal transmission theory. [ Method/Process] First of all, based on the signal transmission theory, the existing signal transmission channels in the e-commerce market are analyzed, and the e-commerce market signaling model is simplified; Secondly, the weak signal trend analysis is integrated into the e-commerce platform and the environmental signal transmission mechanism, and a weak signal analysis model based on peripheral vision is constructed and em-pirically analyzed; Finally, the quality signal of platform quality certification is introduced to improve its transmission mechanism and effect research. [Results/Conclusion]The conclusion of weak signal trend analysis is consistent with empirical research, which proves that the idea of integrating weak signal analysis into signaling model and the analysis model have practical significance; Platform quality certifi-cation not only has a separate sales stimulus effect in the market but also has a regulatory effect with external quality signals, providing a new idea for quality signal research; The overall theoretical model constructed in this paper has certain construction significance.
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