网购平台的信用服务机制对消费者购买意愿的影响研究

摘要

Credit is one of the shackles in the development of e-Commerce.The major e-commerce platforms adopt some credit service mechanism to reduce the information asymmetry between the two sides to promote transaction.Based on TRA theory and consumer behavior theory and combined with the characteristics of sellers in platform,this paper constructs a model about the effectiveness of credit service mechanism in seller operation mode.The results show that effectiveness of credit service like reputation feedback,complaints punishment,escrow service and online seals significantly influences platform trust,but the platform guarantee mechanism does not;seller reputation and scale significant-ly affect seller trust,and trust is transferred among disposition to trust,platform trust and seller trust;the moderating effect of platform familiarity between the perceived effectiveness of credit service mechanism and platform trust is significant.%信用问题是我国电子商务发展的一大桎梏,各大电商平台均引入了信用服务机制来减少交易双方间的信息不对称,促成交易达成.基于理性交易理论和消费者行为理论,平台模式下信用服务机制的消费者网络购买意愿研究模型实证结果表明:支付担保、信用印章、声誉反馈和投诉惩罚四种信用服务机制的感知有效性显著影响平台信任,对平台保障机制没有显著影响;卖家声誉和规模显著影响卖家的信任度,信任在个人信任倾向、平台信任与卖家信任间实现了传递与转移;网站熟悉度在消费者感知信用服务机制的有效性与平台信任之间的调节效应显著.