网络团购业信用乱象影响因素实证研究  

An Empirical Study on the Influencing Factors for Credit Chaos in Online Group Buying Business

作　　者：管晓永[1] 王芸[1] 严晓燕[1] 杨丹青[1] 许春晓[1] 

机构地区：[1]杭州师范大学阿里巴巴商学院,浙江杭州311121

出　　处：《征信》2014年第2期1-6,共6页Credit Reference

基　　金：教育部人文社科一般项目(10YJA630044)

摘　　要：网络团购坑蒙拐骗、假冒伪劣的信用乱象不仅引发了2011—2012年网络团购业的"投诉潮",而且导致网络团购业迅速衰退,整个行业面临深刻的信用危机。鉴于此,基于大规模、多渠道的数据调查,运用理论分析与实证检验相结合的方法,从信用意识、信用能力和社会环境三个维度初步揭示了网络团购业信用乱象的十大影响因素及其相关度,期望对网络团购业信用重建战略和策略的制定提供有价值的参考。Credit chaos in online group buying such as swindling and counterfeiting not only triggered the ＂tide of complaints＂ of 2011 -2012 years, but also led to the rapid decline in online group buying, making the entire indus- try face a deep credit crisis. In view of this, based on a large - scale and multi - channel data survey, by combining theoretical analysis with empirical methods, the paper initially revealed the top 10 influencing factors for ＂credit chaos＂ in online group buying and their relevance from three dimensions： credit awareness, credit capacity and so- cial environment, hoping to offer valuable reference for credit rebuilding strategies and tactics in this industry.

关 键 词：网络团购 信用乱象 影响因素 实证研究 

分 类 号：F724.6[经济管理—产业经济] F224