C2C市场的信誉评价体系对消费者信任行为的有效性研究：基于我国环境的内容分析与实验检验

项目名称： C2C市场的信誉评价体系对消费者信任行为的有效性研究：基于我国环境的内容分析与实验检验

项目编号： No.70802049

项目类型： 青年科学基金项目

立项/批准年度： 2009

项目学科： 交通运输

项目作者： 张仙锋

作者单位： 西安交通大学

项目金额： 16万元

中文摘要： C2C市场已成为我国网络购物的主要平台，其激烈的竞争局面促使各运营商建设各类信任机制服务。其中，信誉评价体系自身的特点及各运营商的差异化安排使其有效性问题最难衡量也尤显突出。该研究将以淘宝等我国典型的C2C市场为主，在分析市场结构和消费者信任模型的基础上，研究信誉评价体系的信用度、信用评价内容及其综合差异安排对消费者信任行为，即消费者的信任信念、购买倾向及意愿支付价格的有效性，并探讨其与交易担保服务、消费者交易保障等机制相比的有效性。项目基于市场二手数据对信誉评价体系的有效性寻找支持，随后基于模拟控制实验对其有效性进行检验。项目还基于内容分析方法挖掘我国以关系为主的特殊信任在信誉评价体系中的存在元素，进而通过实验检验说明其有效性。理论上通过对我国环境的专门研究发现特色规则，并将特殊信任纳入网络环境的研究范畴；实践上为政府规则制定层，C2C市场的运营商、个体卖方及消费者提供指标参考。

中文关键词： 电子商务;信誉评价体系;C2C;消费者信任;第三方信任机制

英文摘要： Since C2C marketplaces have gradually developed to be the main online consuming platform in China, various C2C market runners have to adopt numerous online trust services so as to cope with the severe competition. Among all services, online rating systems are the essential one. However the effectiveness of online rating systems appears to be the hardest to evaluate, because of its unique features and the diversified adoption. Therefore, this project focuses on China’ main C2C marketplaces like Taobao. It firstly analyzes their market structures and the consumer trust model. It then discusses the effectiveness of online rating systems, i.e. ratings, rating contents, and their combined applications, to online consumer trust belief, trust intention and the willingness to pay. Finally, the effectiveness of online rating systems is also compared with two vital trust services, the online escrow service and the consumer transaction guarantee service. In order to raise the overall rigor, the project will conduct empirical study with second hand market data, followed by laboratory experiments. In addition, the project will adopt content analysis to discover whether there still exists unique guanxi-based special trust, and then dig out its elements. Generally speaking, the project may theoretically find out the unique Chinese features, through focusing on China’ environment and discussing special trust in the online circumstances. Practically, the project can provide useful references to government regulators, C2C market runners, individual sellers, and general consumers.

英文关键词： Electronic Commerce; Online rating systems; C2C; Consumer trust; Trusted third party