基于C2B的电子垃圾网络回收平台信任机制实证研究  

An Empirical Research on Trust Mechanism of E-waste Online Recycling Platform Based on C2B

作　　者：刘永清[1] 靳才鋆 丁文彬[1] LIU Yong-qing;JIN Cai-jun;DING Wen-bin(School of Business,Hunan University of Science and Technology,Xiangtan 411201,China)

机构地区：[1]湖南科技大学商学院,湖南湘潭411201

出　　处：《湖南科技大学学报（社会科学版）》2021年第4期119-127,共9页Journal of Hunan University of Science and Technology(Social Science Edition)

基　　金：湖南省社科基金重点项目(18ZDB012);湖南省社科基金青年项目(19YBQ049);湖南省教育厅科学研究重点项目(17A076)。

摘　　要：在研究回收平台信任的形成机理和影响因素的基础上,从平台设计等5个维度构建了回收平台信任模型;通过问卷调查及SPSS主成分分析,得出各维度下自变量对回收平台信任的影响大小。研究发现:平台设计等5个中间变量均对以消费者为核心的网络回收平台信任存在正向影响关系;其中影响最大的是企业履职,其次是回收模式,说明企业责任及便捷的回收模式对回收平台信任更有影响。同时发现"政府加强对回收平台的监管"对平台信任影响很大,说明政府引导对回收平台信任存在重要的正向影响关系。Based on studying the formation mechanism and influencing factors of trust in recycling platform, the trust model of recycling platform is constructed from the five dimensions, such as platform design. Through the questionnaire survey and analysis of the SPSS principal component, the influence of independent variables on trust of recycling platform in each dimension is obtained. The study finds that the five intermediate variables, such as platform design have a positive influence on the trust of consumer-centered network recycling platform. Among them, the biggest influence is the performance of duties by enterprises, followed by the recycling mode, which shows that corporate responsibility and convenient recycling mode have more influence on the trust of recycling platform. Meanwhile, it also finds the fact that "the government strengthens the supervision of the recycling platform" has a great influence on the trust of the recycling platform, which shows that the government guidance has an important positive influence on the trust of the recycling platform.

关 键 词：电子垃圾 网络回收平台 形成机理 信任机制 

分 类 号：F713.36[经济管理—产业经济]