消费者应对商家信誉共谋的实证研究

发布时间：2018-03-16 03:14

本文选题：信誉共谋　切入点：技术威胁规避理论　出处：《广东工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着电子商务的迅猛发展,越来越多的商家被卷入到日益激烈的竞争中来。在网络购物过程中,可供消费者选择的同类商品众多,网上商家信誉和用户评论对消费者购买意愿有显著影响。为了提升销量,一些不良商家进行“信誉共谋”,即在“刷单”平台招募“刷单者”,进行虚假交易并发布虚假评论,营造出信誉良好、产品畅销的表象来诱导消费者。信誉共谋带来的虚假评论由于其隐蔽性而识别难度很大,消费者很容易将其视为真实评论从而误导自身的购买决策。商家信誉共谋行为不仅给消费者带来潜在的精神和利益损失,而且由此产生的“劣币驱逐良币”现象大大降低消费者对电商平台的信任,进而影响到电子商务的整体发展。目前,信誉共谋领域的研究主要从计算机技术角度,集中在信誉共谋检测系统及算法研究之上,而消费者行为领域的研究主要是探讨虚假评论对消费者感知和购买意愿的影响。尽管这两个领域都进行了大量富有成果的研究,但现有研究仍缺少从消费者角度探讨消费者如何应对商家信誉共谋(包括虚假评论)行为。针对消费者如何应对商家信誉共谋行为,本文基于商家信誉共谋对消费者影响的两个基本特征:危害性和不可避免性,将技术威胁规避理论和习得性无助理论相整合构建了消费者应对商家信誉共谋的理论模型和假设。通过255份调查问卷的结构方程模型分析,结果表明:(1)消费者对商家信誉共谋的感知敏感性、感知严重性以及二者的交互作用,正向影响消费者的感知威胁;(2)感知威胁、消费者对商家信誉共谋的保护措施有效性以及自我效能正向影响消费者对商家信誉共谋的规避动机;(3)保护措施成本负向影响规避动机;(4)规避动机正向影响消费者对商家信誉共谋的规避行为;(5)感知威胁、保护措施成本正向影响习得性无助;(6)自我效能负向影响习得性无助。本研究的贡献和创新主要有三点:一是本文从消费者行为角度探讨消费者如何应对商家信誉共谋行为,一方面丰富了信誉共谋检测系统及算法研究,另一方面也丰富了虚假评论对消费者购买决策影响的研究;二是针对技术威胁规避理论仅用于恶意软件、信息隐私、安全软件等范围的局限,本文将该理论拓展到消费者对商家信誉共谋的识别和应对上来。三是针对现有技术威胁规避理论实证研究中仅关注规避行为的局限,本文将习得性无助与技术威胁规避理论相整合,不仅完善了该理论中情绪聚焦应对的实证研究,而且也充实了习得性无助在管理学领域的实证研究。最后,本文的研究结果为商家、消费者以及电子商务平台管理者提供了有价值的参考。
[Abstract]:With the rapid development of electronic commerce, more and more businesses are involved in the increasingly fierce competition. In the process of online shopping, there are many similar products for consumers to choose from. Online merchants' reputation and user reviews have a significant impact on consumers' willingness to buy. In order to boost sales, some unscrupulous merchants engage in "reputation collusion", that is, they recruit "brushes" on the "brushing" platform to conduct false transactions and publish false comments. Create the appearance of a good reputation, a best-selling product to induce consumers. False comments brought about by credit collusion are difficult to identify because of their concealment. It is easy for consumers to regard it as a true comment and thus mislead their purchase decision. Business reputation collusion not only brings potential loss of spirit and benefit to consumers, Moreover, the phenomenon of "Bad money drives out good" has greatly reduced consumers' trust in e-commerce platforms, thus affecting the overall development of e-commerce. At present, the research in the area of credit collusion is mainly from the perspective of computer technology. It focuses on credit collusion detection systems and algorithms, while consumer behavior studies focus on the impact of false comments on consumers' perception and willingness to buy. However, there is still a lack of research on how consumers can deal with corporate credit collusion (including false comments) from a consumer's point of view. This paper is based on the two basic characteristics of the business reputation collusion's influence on consumers: harmfulness and inevitability. Combining the theory of technology threat aversion with the theory of learned helplessness, this paper constructs a theoretical model and hypothesis for consumers to deal with merchants' credit collusion. The structural equation model of 255 questionnaires is analyzed. The results show that: 1) perceived sensitivity, perceived seriousness and interaction of consumers to the business reputation collusion are positively affecting consumers' perceived threats. Consumer's effectiveness and self-efficacy of business reputation collusion: positive impact on consumer's motivation to circumvent business's credit collusion. (3) cost of protective measures negatively affects evading motivation 4) evading motivation positively affects consumers. Perceiving threats to the circumvention of merchants' reputational collusion, The cost of protective measures has a positive impact on learned helplessness. (6) Self-efficacy negatively affects learned helplessness. There are three main contributions and innovations in this study: first, this paper discusses how consumers deal with corporate credit collusion from the perspective of consumer behavior. On the one hand, it enriches the research of credit collusion detection system and algorithm, on the other hand, it also enriches the research on the influence of false comments on consumers' purchase decision. In view of the limitations of security software and other fields, this paper extends the theory to identify and deal with the collusion of business reputation by consumers. Third, focusing on the limitation of circumvention behavior in the empirical research of existing technology threat aversion theory, This paper integrates the theory of learned helplessness and technology threat aversion, which not only perfects the empirical study of emotional focus coping in this theory, but also enriches the empirical study of learned helplessness in the field of management. The results of this paper provide valuable reference for merchants, consumers and managers of e-commerce platform.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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