基于第三方交易平台的B2C消费者信任研究——淘宝商城的实证研究

The Consumer Trust on B2C Commerce in the Context of Third-Party Platform: An Empirical Study from Taobao Mall

信任被认为是促进消费者购买行为最关键的因素之一,基于第三方交易平台的B2C消费者信任问题由于涉及商家和平台两方面因素而更为复杂。针对这一问题,着重在从第三方平台和在线商家两个层面以淘宝商城为背景进行实证研究,发现平台及网店建设、实时沟通工具和第三方消费者保障三个因素影响了消费者对在线交易的信任感知,第三方支付工具、商家规模以及商家声誉评价体系等虽然存在正向影响,然而显著水平不足。

Trust is one of the most important factors of promoting consumers＇ buying behaviors. The trust in B2C commerce based on the third party platform is more complicated because it concerns with not only vendors but also the third-party platforms. The paper set up a consumer trust model of B2C commerce based on the third party platform. The empirical study is to explore the factors which influence the consumer trust with the context of Taobao Mall. The results show that platform and store construct, instant message tools and third-party escrow mechanism are significant factors for the trust of B2C commerce based on the third-party platform. While third- party payment tools, store scale and store reputation system have not show significant roles.