C2C交易中第三方信任机制作用的实证分析被引量：12

The Empirical Analysis for the Role of Third Party Trust Mechanisms in C2C Transactions

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摘要提出了C2C市场中第三方信任机制作用模型,这些机制包括反馈系统、Escrow服务、C2C中介以及电子商务法律法规。通过网上问卷调查,收集到215份有效数据,并采用SPSS与PLS Graph进行统计分析,检验了量表的信度、效度与模型假设。结果表明Escrow服务、C2C中介、反馈系统显著影响消费者对卖方信任的建立,没有发现法律法规对信任的显著作用。此外,信任显著影响感知风险与交易动机。 The model on the effect of third party trust mechanisms in C2C markets was proposed. These mechanisms included feedback systems, Escrow service, C2C intermediary and ecommerce laws and regulations. This paper used an online questionnaire survey and collected 215 valid samples. Data were analyzed with SPSS and PLS Graph to examine the reliability, validity and model hypotheses. Results show that Escrow service, C2C intermediary and feedback systems play significant roles in establishing consumers＇ trust in sellers. E-commerce laws and regulations are found to have no significant effect on trust. Moreover, trust significantly affects perceived risk and behavioral intention.

作者周涛鲁耀斌

机构地区杭州电子科技大学管理学院华中科技大学管理学院

出处《工业工程与管理》 2008年第3期104-110,共7页 Industrial Engineering and Management

基金国家社会科学基金资助项目(06BJY101)

关键词反馈系统第三方信任机制代管服务 feedback systems third party trust mechanisms Escrow service

分类号 F713.36 [经济管理—产业经济]

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参考文献13

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