在线消费者感知不确定性及其影响因素的作用  

Effects of Influential Factors on Consumer Perceptions of Uncertainty for Online Shopping

作　　者：张耕[1] 刘震宇[2] 

机构地区：[1]厦门大学国际经济与贸易系 [2]厦门大学管理学院

出　　处：《南开管理评论》2010年第5期99-106,共8页Nankai Business Review

基　　金：新世纪优秀人才支持计划(0000-X07173)资助

摘　　要：本文从消费者行为角度探索在线消费者感知不确定性的原理以及不同影响因素对减少感知不确定性的作用。在研究中,我们将消费者感知不确定性分为商品感知不确定性和卖家行为感知不确定性,研究的影响因素包括商品属性体验、在线沟通、买家评价以及C2C网站保障。通过对淘宝网的买家进行实证研究发现,各影响因素能显著减少商品感知不确定性,并由此间接地减少卖家行为感知不确定性。其中,在线沟通还有助于直接消除买家对卖家行为的感知不确定性。此外,研究结果也显示,卖家行为感知不确定性显著地影响买家购买意愿,而商品感知不确定性则通过卖家行为不确定性间接影响买家购买意愿。根据实证结果,本研究主张当前C2C急待解决的主要问题是建立更加完善的保障机制和制定更公平的交易规则,以有效消除卖家行为不确定性,减少交易过程的信息不对称性。When the decision-making behavior may result in multiple consequences, the uncertainty arises, which should affect the decision-maker＇s choices.Compared with the traditional shopping, because of online shopping＇s inherent high degree of virtual properties, the online consumer should be more sensitive to the perception of uncertainty in their shopping process.Especially, In C2C mode, as buyers and sellers are private individuals, and the C2C trading model has happened in an open market which resulting in low market access barriers, so the uncertain situation that a consumer perceived seem to be more complex, and to be considered as the main obstacle to affect the consumer＇s trading decisions.The purpose of this research is to figure out the effects of influential factors on consumer perceptions of uncertainty for online shopping.In this research, consumer perception of uncertainty has been divided into commodity uncertainty and seller＇s behavior uncertainty.Commodity uncertainty is the consumer perception of uncertainty in the transaction process; it has been aroused from lacking sufficient attribute information of commodities, such as cost, quality, and style.And seller＇s behavior uncertainty comes from the relationships among trading parties.This means that the consumer has no ability to directly determine whether the seller deliberately mislead, distort, cover up, or confuse the true information of a trading.In other words, Seller＇s behavior uncertainty is the human factors which caused information asymmetry.The influential factors considered here are commodity description, online communications, buyer＇s comments, and warrants of C2C operators.Taking TaoBao.com as example, empirical research result indicates that commodity uncertainty can directly or indirectly be reduced by all the influential factors, and seller＇s behavior uncertainty can be reduced by commodity description and online communications.At last, we argue that in order to effectively reduce seller＇s behavior uncertainty and elimi

关 键 词：感知不确定性 消费者行为 个人间交易模式(C2C) 信息不对称 

分 类 号：F224[经济管理—国民经济] F713.36