产品信息欺诈中网络消费者识别行为研究  

An Analysis of Online Consumers' Anti-Deception Model for Product-Related Information Deceptions

作　　者：蹇洁[1] 牛舒 陈思祁[1] 

机构地区：[1]重庆邮电大学经济管理学院

出　　处：《图书馆学研究》2018年第9期72-79,49,共9页Research on Library Science

基　　金：国家社会科学基金项目"电子商务欺诈行为的扩散与干预研究"(项目编号:15BGL204);重庆市教委人文社会科学重点研究项目"网络交易欺诈的关键共性特征研究"(项目编号:14SKF01);重庆市社会科学规划博士项目"网络交易欺诈行为的运行机理研究"(项目编号:2014BS100)的研究成果之一

摘　　要：产品信息欺诈是一种最为常见与极其典型的网络欺诈形式,为提高消费者对网络产品信息欺诈的识别能力,基于产品信息欺诈中消费者受到刺激、形成感知、决策行为的理论框架,提出产品信息欺诈特征、经验及个性特征是影响消费者识别行为的三个主要因素,构建产品信息欺诈的网络消费者心理感知与行为识别模型,采用PLS方法对281份问卷进行验证分析。研究结果表明,消费者容易从产品评论信息、产品价格信息、产品配套服务信息中识别产品欺诈,且能够做出正确判断,但对产品描述信息欺诈、产品推荐信息欺诈的识别能力较弱,且消费者的受欺诈经验不会增加其识别欺诈的能力。Product-related information deceptions are one of the most common and typical kinds of E-commerce fraud. To improve consumers＇ abilities to detect product-related information deceptions, based on the stimuli-organism-response framework,this paper proposed the consumers＇ anti-deception model for product-related information deceptions,which contains the manipulations of product information deceptions,experiences,personal characteristics as the main factors influencing the consumers＇ detection of deceptions. This paper uses survey to collect 281 questionnaires,and employs PLS method to analyze the model. The conclusions suggest that consumers are easier to detect the deceptions from product comments,product after-sale service and product price, but not be able to detect the deception of product info presentation,and the deception of product recommendation. Also, the results show that deception experience cannot increase the possibility of detection.

关 键 词：产品信息欺诈 网络消费者 识别行为 

分 类 号：D924.35[政治法律—刑法学] F724.6[政治法律—法学]