C2C电子商务平台中卖家制度信任的影响因素研究——基于结构保障视角

Factors Affecting Sellers' Institutional Trust in C2C E-commerce Platform from Perspective of Structural Assurance

本文以中国C2C电子商务平台中的卖家为研究对象,从结构保障视角研究了卖家对电子商务平台制度信任形成的影响因素。结果表明,保障制度正向显著影响卖家对电子商务平台的信任;技术安全体系不能正向直接影响卖家对平台的信任,而是通过影响保障制度变量对卖家信任产生影响;网站质量不直接影响卖家信任,但对技术安全体系以及保障制度都有正向的影响作用;网上店铺开张时间长短对网站质量与卖家信任有显著的调节作用,而对技术安全体系与卖家信任的调节作用则不显著。本文深化了制度信任理论,为电商平台运营商建设其平台内部的可信交易环境从而更好地吸引客户提供必要的理论支撑。

From the perspective of the structural assurance, this paper focuses on the sellers in China＇s C2C e-commerce platform to study the influential factors of sellers＇ institutional trust on the electronic commerce platform. The results show that the assurance system has a significantly positive impact on sellers ＇ trust in the e-commerce platform; the technological security system cannot positively affect the platform trust directly, instead, it affects the trust indirectly by influencing the assurance system variables. In addition, the site quality does not affect platform trust directly; however, it has a positive effect on the establishment of the technological security system and the assurance system. What＇s more, the operating duration of an online store plays a significantly moderating role between the site quality and the platform trust, but it does not influence the relationship between the technological security system and the platform trust prominently. This paper deepens the institutional trust theory and provides necessary theoretical guidance for e-commerce platform operators to build credible trading environment inside, which helps attract customers better.