發(fā)布時間：2018-03-23 18:54

  本文選題：O2O電子商務(wù)　切入點：消費者信任　出處：《廣西大學(xué)》2015年碩士論文

【摘要】：近年,在中國的互聯(lián)網(wǎng)高速發(fā)展的推動下,在政府政策的大力支持下,中國電子商務(wù)保持著較快的發(fā)展速度。尤其是在網(wǎng)絡(luò)購物市場方面,網(wǎng)絡(luò)購物市場的交易總額在社會消費品零售總額中的比重不斷提升,網(wǎng)絡(luò)購物市場彰顯出巨大的市場潛力。近兩年,本地生活服務(wù)類O2O電子商務(wù)模式逐漸興起并得到商家和消費者的認可和推崇,本地生活服務(wù)類O2O電子商務(wù)市場將成為一塊待開發(fā)的肥沃土地。但是,中國電子商務(wù)在高速發(fā)展的被后,普遍存在電商售假、虛假促銷、虛假承諾、網(wǎng)絡(luò)欺詐等一系列失信問題,制約著中國電子商務(wù)的健康發(fā)展。在本地生活服務(wù)類O2O電子商務(wù)市場中,由于服務(wù)商品的無形性,使得交易的不確定性因素增加,消費者信任問題更為突出。本文以一個在建的本地生活服務(wù)類O2O電子商務(wù)交易網(wǎng)站——“GH服務(wù)聚合平臺”作為研究對象,探討本地生活服務(wù)類O2O電子商務(wù)網(wǎng)站的信任體系的建設(shè)問題。筆者從三個視角來對本地生活服務(wù)類O2O電子商務(wù)網(wǎng)站的信任體系進行研究和設(shè)計。第一,在線交易的風險視角。風險與消費者信任有著密切的聯(lián)系,消費者在線購物時感知風險會影響其信任程度。當消費者與某個商家交易時的感知風險高于自身的心理預(yù)期,消費者與該商家的信任關(guān)系將難以建立,進而阻礙了在線交易的進行。第二,國際視角。信任伴隨著風險承擔行為,消費者對風險的態(tài)度的差異使得消費者的信任因人而異。東道國宏觀環(huán)境因素對消費者的感知風險具有影響,例如法律環(huán)境、社會文化和價值觀都會造成消費者對風險態(tài)度的差異。第三,信任形成機制的視角。消費者信任是可塑的,國內(nèi)外學(xué)者從各個角度對信任生成的機理進行了大量的研究,基于制度的信任是被認為是最具普適性和公平性的信任�；�于制度的信任能夠兼顧消費者的風險態(tài)度和信任傾向的差異,基于制度的信任成為促進電子商務(wù)網(wǎng)絡(luò)環(huán)境下消費者信任形成的關(guān)鍵�；�于制度的信任從制度和結(jié)構(gòu)上來保證電子商務(wù)活動的順利進行,通過制度化的方式來使消費者與在線商家建立信任關(guān)系。從以上三個視角的分析,筆者提出了GH網(wǎng)風險控制和信任體系建設(shè)的建議,認為GH網(wǎng)的信任體系的建設(shè)應(yīng)該從降低消費者感知風險和促進消費者信任兩條路徑來進行,從而提出了基于制度的GH網(wǎng)的信任模型。GH網(wǎng)的信任體系是一種客戶管理體系,旨在對在線商家的經(jīng)營行為進行規(guī)范和管理,同時,信任體系能夠促進消費者對在線商家的信任,最終形成購買意向。GH網(wǎng)站的制度是建設(shè)GH網(wǎng)的信任體系的重點,筆者結(jié)合風險控制和信任體系建設(shè)的建議,根據(jù)GH網(wǎng)基于制度的信任模型,從保障、激勵和約束等三方面功能出發(fā),設(shè)計了GH網(wǎng)的信任體系的框架。
[Abstract]:In recent years, driven by the rapid development of the Internet in China and supported by government policies, e-commerce in China has maintained a relatively rapid development rate, especially in the online shopping market. The total amount of transactions in the online shopping market has been increasing in the total retail sales of consumer goods, and the online shopping market has shown great market potential. The O2O e-business model of local life services is emerging gradually and has been recognized and respected by merchants and consumers. The O2O e-commerce market of local life services will become a fertile land to be developed. With the rapid development of e-commerce in China, there are a series of problems of discredit, such as e-commerce sales fraud, false sales promotion, false promises, network fraud, etc. It restricts the healthy development of electronic commerce in China. Because of the invisibility of service goods, the uncertainty of transaction increases in the local O2O e-commerce market. The problem of consumer trust is more prominent. This paper takes "GH Service aggregation platform", an O2O e-commerce transaction website, which is under construction, as the research object. This paper probes into the construction of trust system of O2O E-commerce websites of local life service. The author studies and designs the trust system of O2O e-commerce websites of local life services from three perspectives. First, Risk perspective of online trading. Risk is closely related to consumer trust. Perceived risk will affect the degree of trust when consumers buy online. When consumers trade with a business, the perceived risk is higher than their psychological expectations. The trust relationship between the consumer and the merchant will be difficult to establish, which will hinder the online transaction. Second, the international perspective. Trust is accompanied by risk-taking behavior. Differences in consumer attitudes towards risk make consumer trust vary from person to person. Macroeconomic factors in the host country have an impact on perceived risk for consumers, such as the legal environment, Social culture and values will cause differences in consumer attitudes to risk. Third, the perspective of trust formation mechanism. Consumer trust is plastic, scholars at home and abroad have done a lot of research on the mechanism of trust generation from various angles. Institution-based trust is considered to be the most universally applicable and equitable trust. Institution-based trust can take into account the differences in consumers' risk attitudes and trust tendencies. Institution-based trust becomes the key to promote the formation of consumer trust in the e-commerce network environment. Institution-based trust ensures the smooth progress of e-commerce activities from the institutional and structural aspects. Through institutionalizing the relationship between consumers and online merchants, the author puts forward some suggestions on risk control and trust system construction from the above three perspectives. The author thinks that the trust system of GH net should be built from two ways: reducing the risk of consumer perception and promoting consumer trust. The trust system of GH net based on institution is a kind of customer management system, and the trust system of GH net is a kind of customer management system. At the same time, the trust system can promote consumers' trust in online merchants, and finally form the purchase intention. GH website system is the focus of building GH trust system. Based on the suggestion of risk control and trust system construction, according to the trust model of GH net, this paper designs the framework of GH net trust system from three aspects: guarantee, incentive and constraint.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6

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本文編號：1654749