C2C网上交易中感知风险与第三方支付担保服务使用

通过理论分析确定了感知风险及第三方支付担保服务采用的影响因素,通过自行设计开发的基于Web具有决策支持功能的C2C模拟实验系统来收集数据并对此进行了验证。研究结果表明卖方信誉、待售商品价格以及买方风险态度等因素对感知风险有积极影响,感知风险会影响网络交易者对第三方支付担保服务的使用意向。     

影响B2C电子商务在线消费行为的感知因素分析

感知因素是影响消费者网上消费动机和行为的重要变量。感知因素分析有利于揭示消费者在线消费行为的内在机理,也有助于解决目前B2C电子商务可接受程度低这一难题。本研究基于消费者对B2C电子商务的有用性、使用便利性程度和风险性高低的预期,将消费者预期因素分为三类,即分析了消费者感知有用性、感知使用便利和感知风险。在此基础上,对在线信用、在线交易倾向和最终有效交易行为的影响,构建了基于消费者感知因素的在线交易行为影响因素理论行为机理模型,并进一步建立了消费者感知因素的外显测量指标。研究表明,感知有用性和感知使用便利程度越高,消费者在线交易倾向和网上参与程度也就越高,而且也有利于在线信用的建立;感知风险越大,在线信任越低,消费者在线交易倾向和网上参与程度也就越低。这一研究结论对于B2C电子商务网站(公司)的经营决策具有一定的借鉴作用。最后,分别对上述三类感知因素的构成进行了具体分析。     

B2C电子商务中感知风险降低策略的有效性研究

以书籍和服装作为搜索型和体验型商品的代表,通过网上模拟实验调查的方式对主要风险降低策略在中国的有效性进行了实证检验。研究结果表明,网上消费者对体验型商品所感知的绩效风险、心理风险和物理风险显著大于搜索型商品,而在社会风险、经济风险和隐私风险方面却没有显著差异;支付安全性、网站声誉、在线展示、退款保证、更换商品是消费者认为最有效的五种降低在线购买感知风险的策略。     

网络环境下感知风险、信任对消费者购物意愿的影响研究

感知风险是影响消费者购买行为和决策过程的重要因素,也是消费者行为研究的重要内容,而消费者对网上购物的感知风险更成为促进消费者网上购物的关键。在信任模型的基础上,首先对感知风险理论进行了总结回顾,梳理了以往感知风险理论研究的维度。在分析网络环境下信任、消费者感知风险、购物意愿三者关系的基础上,提出信任是感知风险的前因变量;感知易用性和信任共同影响感知有用性,进而影响购买态度和意愿;同时信任对购买态度有直接影响。基于此提出了网上消费者购买意愿模型,并对今后的研究方向作了展望。     

网上知识交易平台的管理策略与市场规模———基于Lotka-Volterra模型的仿真研究

在传统的Lotka-Volterra模型(捕食模型)中引入第三方管理行为参数,运用仿真方法研究网上知识交易平台的三个交易主体(威客、买方和平台服务商)之间的关系,发现平台服务商的主动管理对市场规模(威客和买方的数量)有复杂的影响:如果对威客群体进行扶持,则市场稳定后威客的数量将有轻微增长,而买方的数量将有大幅增长;如果对买方群体进行严格筛选,则市场稳定后威客的数量将有大幅增长,而买方的数量只会略微减少.     

B2C与C2C的轮回

B2C也好、C2C也罢,网上电子商务的目标究竟是什么？和现实贸易一样,共赢的贸易、共赢的市场才是健康的市场,那么,让商家、交易平台和消费者都能得利的电子商务模式也许才是电子商务需要进化的方向。毕竟采用哪种方式只是手段,而大家能够各取所需才是目的[编者按]     

B2C电子商务模式分析与策略建议

从企业与消费者买卖关系和交易客体两个侧面对B2C电子商务模式进行了分析 ,提出企业应在战略定位、市场渠道、信息发布、交易定价等方面加强管理 ,加快零售行业信息化步伐 ,加速网上电子化交易市场建设。     

网上购物感知风险研究

网上购物方便快捷,能节省很多时间,但同时虚拟世界中存在很多不确定的因素.消费者在购买产品时,总是在感知利得与感知利失之间进行权衡.过去大多数的营销重点都是放在增加顾客利得方面,而对于减少感知风险的研究甚少.本文从消费者感知风险的角度出发,研究消费者感知风险意识以及减少风险的行为,进而提出了降低网络购物感知风险的有效对策.     

C2C电子商务市场整体卖家信用分布研究

随着人们对网上购物的接受程度逐步提高,C2C电子商务越来越火爆。然而由于网络的虚拟性和开放性以及买卖双方的不对称使得诚信成为制约电子商务发展的瓶颈,大部分电子商务平台都采取信用评价体系来解决这一问题,但是效果却不尽如人意。旨在调查现有信用评价体系下的市场整体卖家信分布和结构,发现卖家在各信用等级上的分布曲线呈现出凸向原点的特征,而且随着时间的演进这种趋势愈加明显。通过理论分析我们认为形成倒金字塔形总体信用度分布的根源在于基于交易量的累积信用积分的评级制度、电子商务市场规模的加速增长、市场选择下信用等级和交易量之间的正反馈效应。随着市场规模的扩大,它已不能客观反映卖家诚信,并具有鼓励卖家采取信用炒作等非诚信行为的特点。最后提出了评价体系的改进建议。     

图书馆网上图书采购的风险与法律对策

目前图书馆网上图书采购存在技术风险、操作风险、管理风险、市场风险、信用风险、交易风险和合规性风险等。虽然产生这些风险是由于网络系统技术上的缺陷、监管的弱化、图书馆网上图书采购当事人关系的复杂化以及立法的严重滞后所致,但必须以建立健全网上图书销售商市场准入制度、图书馆网上图书采购监管制度、界定图书馆与网上图书销售商之间的新型法律关系,通过完善《刑法》加大对图书馆网上图书采购犯罪的打击力度,以及构建完备的图书馆网上图书采购法律调控体系来防范与化解图书馆网上图书采购的风险。     

The mediating role of consumer trust in an online merchant in predicting purchase intention

It is widely known in related literature that trust in a merchant reduces the perceived risk of an online transaction. However, there are theoretical reasons to postulate that the perceived risk acts as a barrier to consumer trust. Furthermore, existing studies suggest that trust is an important predictor of purchase intention. Thus, this research aims at investigating the mediating role of consumer trust in an online merchant in the relationships between components of perceived risk and purchase intention: (1) examining the total effect without mediation, and (2) examining the mediation effect. When we probed the total effect, the findings revealed that performance, psychological, financial, and online payment risks have a significant negative influence on purchase intention. On the other hand, an examination of the mediation effect indicated that trust in an online merchant completely mediates the effect of performance risk, but partially mediates that of the psychological risk. Given the mixture of unmediated as well as mediated effect of perceived risks on purchase intention, the paper concludes that efforts, made by online merchants, to lessen certain types of risk will first improve consumer trust, and then ultimately, increase consumer's intention to buy online.     

Assessing the effects of consumers’ product evaluations and trust on repurchase intention in e-commerce environments

This study enhances the existing literature on online trust by integrating the consumers’ product evaluations model and technology adoption model in e-commerce environments. In this study, we investigate how perceived value influences the perceptions of online trust among online buyers and their willingness to repurchase from the same website. This study proposes a research model that compares the relative importance of perceived value and online trust to perceived usefulness in influencing consumers’ repurchase intention. The proposed model is tested using data collected from online consumers of e-commerce. The findings show that although trust and e-commerce adoption components are critical in influencing repurchase intention, product evaluation factors are also important in determining repurchase intention. Perceived quality is influenced by the perceptions of competitive price and website reputation, which in turn influences perceived value; and perceived value, website reputation, and perceived risk influence online trust, which in turn influence repurchase intention. The findings also indicate that the effect of perceived usefulness on repurchase intention is not significant whereas perceived value and online trust are the major determinants of repurchase intention. Major theoretical contributions and practical implications are discussed.     

社交商务情景下信任对购买决策的影响变化研究

社交购物中,产品功利价值感知和基于社交平台的享乐价值感知是决定消费者购买与否的最主要因素.而卖家信任对消费者购买意愿的影响作用会随情况不同发生变化甚至消失:当消费者与卖家的关系亲密程度较低或消费者已有购买意愿较弱时,信任能显著提高购买意愿;但在买卖双方社会关系较好或消费者已经形成较强的购买意愿的情况下,信任的影响作用会消失,即信任会影响最初决策过程的购买意愿,但不会影响立即购买决策.     

中国B2C电子商务中消费者信任前因的实证研究

网上信任危机限制了消费者进行在线交易,提高消费者对在线公司的信任度是促进中国B2C电子商务发展的重要途径。论文对影响中国消费者对在线公司信任的因素进行了实证研究。研究发现,网站隐私保护与安全控制措施及政策、公司的规模与品牌是最重要的因素,消费者个体特征和公司网站的易用性等品质因素对信任没有显著影响。公司应该在安全技术及政策、规模以及知名度等方面采取措施来提高消费者对在线公司的信任度。     

Preference access of users' cancer risk perception using disease-specific online medical inquiry texts

Substantial real cases can be formed in current online medical platforms, constituting potentially rich commercial medical value. In order to obtain the value, it is necessary to mine the preference for user perceived cancer risk in online medical platforms. However, user preference in the platforms varies with medical inquiry text environments, and a user's disease-specific online medical inquiry text environment would also affect his/her behavioral decisions in real time. In this sense, considering the inner relations between different contexts and user preferences under different diseases-specific inquiry text environments and integrating early cancer texts will facilitate the exploration on the law of preference for user perceived cancer risk. Therefore, in this paper, the matrix decomposition and Labeled-LDA models are expanded to propose a context-based method to access the preference for user perceived cancer risk. Firstly, modeling on the relationship between user preferences and information in multi-dimensional context is carried out, and the universal method of integrating multi-dimensional contextual information with user preferences is analyzed. Moreover, more accurate user references were obtained under the multi-dimensional text space and multi-dimensional disease space. Secondly, the similarity relationships between all disease-specific online medical inquiries and early cancer texts are used to obtain user perceived cancer risk, thus knowing the online medical inquiry texts of user cognized diseases and perceiving the cancer risk. Lastly, by accessing the user preferences under different disease topics and user perceived cancer risk in multi-dimensional contexts, the preference for user perceived cancer risk is obtained in a more accurate way. Based on the large-volume real-world dataset, the relationship between each context and user preferences is assessed, and it is concluded that the method proposed in this paper is superior to MF-LDA method in obtaining the preference for user perceived cancer risk. This indicates that the proposed method not only expresses user perceived risk, but also clearly expresses the characteristics of user's preference. Furthermore, it is verified that the integration of context with early cancer text and the establishment of user preference model are feasible and effective.     

转型时期我国B2C电子商务中顾客满意度影响因素的实证研究

通过结构方程的实证方法,研究了哪些关键变量对我国B2C顾客满意度构成重要影响,以及影响的强度分别有多大。通过非概率抽样和便捷抽样,本文采集了1001个有效样本,运用探索性因子分析和验证性因子分析,将影响顾客满意度的指标分为9个因子。通过结构方程建模,研究发现有7个因子的影响是显著的,其中交易能力对顾客满意度的影响最大,其次是物流配送与支付方式、网站的客户服务。其它对满意度有正向影响的因子依次为安全隐私、商品特征、信息质量、网页设计,而响应时间和网站的易浏览性2个因子对我国B2C顾客满意度的影响不显著。     

Factors influencing intention to use e-government services among citizens in Malaysia

This study is an exploratory study on the e-government in Malaysia. With the liberalization and globalization, Internet has been used as a medium of transaction in almost all aspects of human living. This study investigates the factors that influencing the intention to use e-government service among Malaysians. This study integrates constructs from the models of Technology Acceptance Model (TAM), Diffusion of Innovation (DOI) which been moderated by culture factor and Trust model with five dimensions. The study was conducted by surveying a broad diversity of citizens in Malaysia community. A structured questionnaire was used to collect data from 195 respondents but only 150 of the respondents with complete answers participating in the study. The result of the analysis showed that trust, perceived usefulness, perceived relative advantage and perceived image, respectively, has a direct positive significant relationship towards intention to use e-government service and perceived complexity has a significant negative relationship towards intention to use e-government service. While perceived strength of online privacy and perceived strength of non-repudiation have a positive impact on a citizen's trust to use e-government service. However, the uncertainty avoidance (moderating factor) used in the study has no significant effect on the relationship between the innovation factors (complexity, relative advantage and image) and intention to use e-government service. Finally in comparing the explanatory power of the entire intention based model (TAM, DOI and Trust) with the studied model, it has been found that the DOI model has a better explanatory power.