C2C在线反馈机制的特征及角色研究

【作者】 褚荣伟；

【导师】 陆雄文；

【作者基本信息】 复旦大学 ， 企业管理， 2010， 博士

【摘要】 从消费者的角度来说,网络减少了他们现在所受到的严格的时空限制。商品和服务提供不再是考虑销售方的便利与否,顾客可以在“任何时间、任何地点”消费将成为一件普通的事情。作为一种传统零售方式的强烈挑战,网络购物在全世界范围内迅速强势蔓延,这样的故事在中国市场更加引人注目,本文正是在这样的背景下,针对中国C2C市场的发展现状,在总结国内外关于网络拍卖与网络购物的相关研究成果的基础上,展开对C2C网络市场中在线声誉反馈机制的角色研究。本文采取了数学理论模型和实证模型相结合的方式,分别从微观个体层面和中观市场层面研究了在线声誉反馈机制的特征以及对于代理问题与信任问题的缓解作用。具体来说,本文采用经济学与社会学相结合的视角,提出了网络购物存在两大重要问题:代理问题与信任问题,反馈机制能够在不同程度上缓解或解决这样的问题,从而最终影响网络购物买家的交易意愿。关于信任的问题在前人的研究中得到比较多的重视,但是代理问题的阐述则较少受到关注。在本研究中,代理问题被定义为“产品不确定性”和“卖家机会主义”,而信任问题被定义为“可信度信任”和“善意信任”。借鉴消费者决策理论和互惠博弈相关理论,本文构建了反馈评级对于成交概率、交易价格和信任的影响的理论模型,从中发现了反馈机制的突出作用,并对反馈机制进行了相关的评论,在此基础上,本文创新性提出了反馈机制的三个特征——信息性、客观性与诊断性,并提出了反馈机制的三特征对于代理问题和信任问题的影响路径模型。通过理论模型和实证模型的推导和验证,本文发现:第一,反馈机制在交易过程中对声誉的建立和传播有重要作用;第二,反馈机制的确存在“信息性”、“客观性”和“诊断性”三大特征;第三,反馈机制能够部分缓解代理问题;第四,反馈机制能够有效地解决在线信任的问题;第五,代理问题和信任问题的解决能够显著提高C2C市场中的交易意愿;第六,反馈机制的作用会受到购物经验与买家性别的调节。在文章的最后,本文探讨了反馈机制的局限性,以及未来C2C网络购物市场的发展特点,当然作为反馈机制的中国本土研究,这只是宏大研究地图中的一小部分,因此存在着未来可以继续深入的方向。更多还原

【Abstract】 From customers’ perspectives,Internet has reduced time and space limitation they are facing.Sellers’ convenience or not will be considered within commodity and service providing anymore,it will be common thing that customers are able to make purchases in any time at any place.As a strong challenge against traditional retail selling mode,online-shopping has extended sharply worldwide,while this story is more remarkable in Chinese market.By this background and focusing on development situation of Chinese C2C market,this paper analyzes the role of online reputation feedback mechanism in C2C online-shopping market on the basis of summarizing domestic and overseas literatures about online auctions and shopping.The paper combines the mathematic theoretical model and empirical model and analyzes characteristics of online reputation feedback system as well as its relieving implication on agent and trust problems.Specifically,by adopting a collaborative angel of economics and sociology,the paper proposes two important problems about online-shopping:agency problem and trust problem.However,feedback mechanism is able to relieve or solve such problems and finally influences the exchange intentions of online-shopping buyers.Trust problems have been paid much more attention by predecessors whereas agency problems have much less.In this study, agency problems are defined as "Uncertainty of products" and "Opportunism of sellers" while trust problems as "Credibility" and "Benevolence".Referred by customer decision-marking theory and reciprocal game theories, this paper constructs a model of feedback rating influencing purchase probability, final prices and trust level,and finds remarkable effects of feedback ratings.By this following,the paper establishes innovatively three characteristics of feedback mechanism and the empirical model of their affects on agency and trust problems.Through derivations and verifications of theoretical and empirical models,the paper has following findings:firstly,feedback mechanism has great effects on reputation building and rumoring within trades’ community.Secondly,feedback mechanism truly has three characteristics,"informativeness","objectiveness" and "diagnosisity".Thirdly,feedback mechanism partially relieves agency problems efficiently.Fourthly,feedback mechanism is able to solve online trust problems effectively.Fifthly,the solvement of agency and trust problems has largely increased trading intention in C2C market.Last but not least,purchasing experience and gender will moderate the effects of feedback system.At the last part of this paper,we talked about the limitations of such feedback as well as the trends of Chinese online market.As for the small part of the big research map,this paper is just tipping the corner of research ocean.And there are many areas we can follow.更多还原