管理学报
管理學報
관이학보
CHINESE JOURNAL OF MANAGEMENT
2010年
1期
50-56,63
,共8页
C2C网上交易%信用%信用评价体系%一口价交易
C2C網上交易%信用%信用評價體繫%一口價交易
C2C망상교역%신용%신용평개체계%일구개교역
C2C online transaction%reputation%reputation system%buy-it-now transaction
利用淘宝网的交易数据,研究一口价价格、信用的好中差评、商盟以及消费者保障计划等对交易笔数的影响.实证研究表明,价格对交易笔数有显著的负影响、好中差评数均有显著的正影响,而是否参加商盟无显著影响,参加消费者保障则为卖家带来了更多的交易笔数.研究表明,信用评价体系在网上交易中起到了一定的作用,但这个作用受到淘宝的信用评价政策等诸多因素的影响.
利用淘寶網的交易數據,研究一口價價格、信用的好中差評、商盟以及消費者保障計劃等對交易筆數的影響.實證研究錶明,價格對交易筆數有顯著的負影響、好中差評數均有顯著的正影響,而是否參加商盟無顯著影響,參加消費者保障則為賣傢帶來瞭更多的交易筆數.研究錶明,信用評價體繫在網上交易中起到瞭一定的作用,但這箇作用受到淘寶的信用評價政策等諸多因素的影響.
이용도보망적교역수거,연구일구개개격、신용적호중차평、상맹이급소비자보장계화등대교역필수적영향.실증연구표명,개격대교역필수유현저적부영향、호중차평수균유현저적정영향,이시부삼가상맹무현저영향,삼가소비자보장칙위매가대래료경다적교역필수.연구표명,신용평개체계재망상교역중기도료일정적작용,단저개작용수도도보적신용평개정책등제다인소적영향.
This paper studies the effects of the buy-it-now price, seller's reputation, marketing association and the customer protection plan on the amount of transactions using data from Taobao.com. The empirical results show that the price has a significant negative impact on the sale, and seller's good reputation has a positive impact on the sale. However whether in the marketing association or not doesn't affect the sale significantly, but sellers who join the customer protection plan can get more sales. The results indicate that the reputation system has impact on online transaction, but the impact is influenced by many factors including Taobao's policy.
