信誉、第三方标记与网上购买行为——基于淘宝网的实证研究  

Reputation,Third-party Seal and Online Purchasing Behavior:an Empirical Study of Taobao

作　　者：周耿[1] 王全胜[1] 朱洲[1] 

机构地区：[1]南京大学商学院,江苏南京210093

出　　处：《经济管理》2010年第8期143-152,共10页Business and Management Journal ( BMJ )

基　　金：国家自然科学基金项目"两阶段购物过程的消费者渠道选择行为实证研究"(70772035);南京大学商学院青年教师科研基金项目

摘　　要：信誉积分和第三方标记是国内外在线零售市场经常使用的信任机制。本文通过搜索程序获取淘宝网上销售诺基亚5800手机的3060个商家的数据来验证信誉和第三方标记的作用。本文发现,在一口价而不是拍卖的情况下(1)价格对网上购买行为有负向关系,但这种影响受到信誉的调节信誉越高,价格对消费者网上购买行为的影响就越弱;(2)信誉对消费者网上购买行为有着显著的正向关系,这种关系受到保障型和慈善型第三方标记的调节这些标记越多,信誉对消费者购买行为的影响越大;(3)促销型第三方标记与购买行为有着正向关系,而便利型第三方标记与购买行为无显著关系。＂Reputation Points＂ and ＂Third-party Seal＂ are the two main types of trust mechanisms commonly used in the online retail market, both in china and abroad. The data from this paper were obtained from 3060 shops on Taobao which sold Nokia 5800 mobile phones through the search program, in order for verifying the functions of reputation and third-party seal. The study showed the following four aspects under the circumstances of non-negotia- ble price rather than auction ： （ 1 ） Reputation produces a positive impact on online purchasing behavior; （2） Price produces a negative impact on online purchasing behavior, which is moderated by reputation tation, the weaker the impact of price behavior, which is also moderated by seal） ; （4） Promotional seal produces a weaker and positive impact on trust, on purchase） ; （3） Assurance seal produces a positive reputation （the higher the reputation, the larger the （the higher the repu- impact on purchasing impact of assurance a great and positive impact on purchasing behavior, charitable seal produces and convenient seal has no significant effect on purchasing behavior.

关 键 词：信誉 第三方标记 网上购买 

分 类 号：F724.6[经济管理—产业经济]