平台型网络市场中卖家声誉的有效性研究——信息质量、信源可信度和保障标记敏感的影响  

Research on the Effectiveness of Seller Reputation in Platform-mediated Network Market:the effect of Information Quality,Information Source Credibility and Assurance Seal Sensitivity

作　　者：王仙雅[1] 王称意 慕静[1] WANG Xianya;WANG Chenyi;MU Jing(School of Economic and Management,Tianjin University of Science and Technology,Tianjin 300222,China)

机构地区：[1]天津科技大学经济与管理学院,天津300222

出　　处：《大连理工大学学报（社会科学版）》2022年第1期28-37,共10页Journal of Dalian University of Technology(Social Sciences)

基　　金：国家社会科学基金一般项目“品牌价值链视角下食品安全社会共治创新体系研究”(17BGL017)。

摘　　要：基于精细加工可能性模型,从信息质量和信源可信度两个角度构建卖家声誉影响感知有用性和声誉采纳意愿的中枢路径与边缘路径,引入保障标记敏感为调节变量,分析其在感知有用性和声誉采纳意愿之间的作用。运用问卷调查法收集数据,对216个有效数据进行结构方程模型分析和分层回归分析。研究发现:中枢路径中,声誉信息质量的丰富性和易理解性正向影响感知有用性,一致性和易理解性正向影响声誉采纳意愿;边缘路径中,信源可信度对感知有用性和声誉采纳意愿均具有正向影响;感知有用性在丰富性和声誉采纳意愿的关系中起完全中介作用,在易理解性、信源可信度与声誉采纳意愿的关系中起部分中介作用;保障标记敏感负向调节消费者对卖家声誉的感知有用性与声誉采纳意愿之间的关系。Based on elaboration likelihood model,this paper constructs the central route and the peripheral route of the effect of seller reputation on perceived usefulness from the perspectives of information quality and information source credibility,and assurance seal sensitivity is introduced as a moderating variable to analyze the effect between perceived usefulness and reputation adoption intention.Questionnaire method is adopted to collect data for analyzeing 216 valid data items within the structural equation model and hierarchical regression model.The results show that in the central route,richness and comprehensibility have positive effects on perceived usefulness,and consistency and comprehensibility have positive effects on reputation acceptence intention.In contrast,information source credibility has a positive effect on perceived usefulness and reputation acceptance intention in the peripheral route.Perceived usefulness completely mediates the effects of relationship richness on reputation acceptance intention,and partially mediates the effects of comprehensibility and the relationship between information source credibility and reputation acceptance intention.Assurance seal sensitivity has a negative moderating effect on the relationship between perceived usefulness and reputation acceptance intention of the seller.

关 键 词：平台型网络市场 卖家声誉 信息质量 信源可信度 保障标记敏感 

分 类 号：F306[经济管理—产业经济] F272