软科学
軟科學
연과학
Soft Science
2011年
6期
130~134
,共null页
C2C 感知信誉 信任 实证研究
C2C 感知信譽 信任 實證研究
C2C 감지신예 신임 실증연구
C2C; perceived reputation; trust; empirical study
将感知信誉影响因素划分为6个方面，确定了感知信誉的4个维度，构建了一个感知信誉影响因素正向作用于感知信誉，进而影响消费者购买意愿的概念模型，并通过结构方程模型方法对模型进行检验，验证了感知信誉影响因素对感知信誉、感知信誉对消费者购买意愿的正向影响。最后，对交易平台如何改进信誉系统、买家如何选择高信誉卖家及卖家如何展示信誉等方面提出了相关建议。
將感知信譽影響因素劃分為6箇方麵，確定瞭感知信譽的4箇維度，構建瞭一箇感知信譽影響因素正嚮作用于感知信譽，進而影響消費者購買意願的概唸模型，併通過結構方程模型方法對模型進行檢驗，驗證瞭感知信譽影響因素對感知信譽、感知信譽對消費者購買意願的正嚮影響。最後，對交易平檯如何改進信譽繫統、買傢如何選擇高信譽賣傢及賣傢如何展示信譽等方麵提齣瞭相關建議。
장감지신예영향인소화분위6개방면，학정료감지신예적4개유도，구건료일개감지신예영향인소정향작용우감지신예，진이영향소비자구매의원적개념모형，병통과결구방정모형방법대모형진행검험，험증료감지신예영향인소대감지신예、감지신예대소비자구매의원적정향영향。최후，대교역평태여하개진신예계통、매가여하선택고신예매가급매가여하전시신예등방면제출료상관건의。
This paper defines perceived reputation in 4 dimensions and its influencing factors in 6 parts. Then by analyzing the way consumers perceive sellers＇reputation, it builds a concept model to testify the relationship between the influencing factors of perceived reputation, shopping desire and perceived reputation. By means of the empirical study, it provides some advice on how to improve reputation system, how to choose a good reputation seller and how to demonstrate reputation.
