CAJ | 학술논문

网上商店呈现给消费者信息是为了引导消费者信任网上商店、促成消费者进行网上购物。本文将C2C网上商店呈现给消费者的信息分为事实性信息、承诺性信息和担保性信息，将产品类别分为搜索型产品、体验型产品和信任型产品，通过模拟淘宝网网上商店研究了不同产品类别下C2C网上商店信息内容呈现与消费者在线信任之间的关系。126名男性、76名女性参与了研究。研究结论显示，C2C网上商店的信息内容呈现影响消费者对网上商店的信任，特别是事实性信息对消费者的影响较大；消费者的在线信任受多个方面信息内容呈现的综合影响，对不同类型的产品而言，不同类型的信息内容呈现方式对消费者在线信任的影响程度是不同的。
망상상점정현급소비자신식시위료인도소비자신임망상상점、촉성소비자진행망상구물。본문장C2C망상상점정현급소비자적신식분위사실성신식、승낙성신식화담보성신식，장산품유별분위수색형산품、체험형산품화신임형산품，통과모의도보망망상상점연구료불동산품유별하C2C망상상점신식내용정현여소비자재선신임지간적관계。126명남성、76명녀성삼여료연구。연구결론현시，C2C망상상점적신식내용정현영향소비자대망상상점적신임，특별시사실성신식대소비자적영향교대；소비자적재선신임수다개방면신식내용정현적종합영향，대불동류형적산품이언，불동류형적신식내용정현방식대소비자재선신임적영향정도시불동적。
With developing of Internet, more and more people do their shopping online. The total transaction volume in china＇s online shopping （including B2C and C2C） was 52. 31 billion RMB in 2010. It was 3.3 percent of the total volume of retail sales. In the past ten years, the C2C electronic market has been growing very rapidly in China. The number of individual network business reached 65 million in June of 2010. The C2C has been a vital part of online retail market. Trust is very crucial for consumers shopping. Consumers can get enough information to reach the trust level, and buy in traditional retail stores. Consumers not only cancollect information with their eyes, but also can feel by touching, smelling or tasting the goods in retail stores. There are many different features between traditional retail stores and online stores. Consumers can＇t feel goods by touching, smelling and tasting in online stores. They got major information from displays of online stores and trusted online stores. We are very interested in finding the influence of trust and later towards purchasing online from the customer perspectives. This article studied the C2C online stores on Taobao. Taobao has the largest market share of network of C2C online store in China. The information of online C2C store came from three channels - network of the C2C online store, website of the C2C online store and consumers of the C2C online store. The article divided all information of the C2Conline store into three parts, which were the information about facts, the information about credentials and the information about warranties. The information about facts contains the basic information of products. The information about credentials provides consumers the products reliability and risk. The information about warranties informs consumers the level of guarantee of the acquisition. Consumers have different demands on different products. The article categorized all the online products into search, experience and credence according to the knowledge of the special features of the products by consumers. The search category is for the consumers understanding the quality and usage of products. Consumers can confirm the product quality based on the specifications of the product before purchasing. The experience category has the following two properties ：（ 1 ） Product information can be obtained without direct engagement ; （2） Higher cost and more difficulty than the search category. The experience category cannot allow any evaluation of the product quality before usage. The credence category cannot be testified by common consumers, only experts in the area can provide their trust. For example, medical services. The article used books, cosmetics and health products as examples of the search category, the experience category and the credence category respectively. The article also made up brand names to avoid the effect of brand names on consumers. A website was created mimicking Taobao to collect data for the research. There were nine online stores, and 202 college students （126 male and 76 female） were invited to run three experiments. A total of 606 questionnaires were collected. We used SPSS 16. 0 for analysis. Our results showed that （ 1 ） There are different effects among the information about facts, the information about credentials and the information about warranties for the C2C online stores; （2） For the search category, the information about facts scored the highest on the consumer online trust. However the difference is insignificant （p 〉0. 1 ）. For the experience category, the information on credentials scored the highest on the consumer online trust. However the difference is insignificant （p 〉 0. 1 ）. For the credence category, information about facts scored the highest and the difference is tested to be significant （p 〈 0. 05 ）. The article pointed out that the information from the C2C online stores is critical. It will affect consumers＇ trust on the C2C online stores, especially to the information about facts. We concluded that the sellers of the C2C online stores should focus on display information, and the information about facts needs to be considered from multiple perspectives. Also the sellers should emphasize the display information differently depending on the product category.