C2C网上交易中感知风险与第三方支付担保服务使用
邵兵家1,吴传淑1,许博2
(1. 重庆大学经济与工商管理学院,重庆 400030;
2. 复旦大学管理学院,上海, 200433)
摘要:第三方支付担保服务是一种有效降低C2C电子商务交易风险的方式。本文通过理论分析确定了感知风险及第三方支付担保服务采用的影响因素,并通过自行设计开发的基于Web具有决策支持功能的C2C模拟实验系统来收集数据对此进行了验证。研究结果表明卖方信誉、待售商品价格以及买方风险态度等因素对感知风险有积极影响,感知风险会影响网络交易者对第三方支付担保服务的使用意向。
关键词:电子商务;支付担保;网上交易;感知风险;实验
中图分类号:F724.6 文献标识码:A
Perceived Risk and Escrow Adoption In C2C Online Auction Market: An Experimental Study
Shao Bingjia1, Wu Chuanshu1,Xu Bo2
(1. College of Economics & Business Administration, Chongqing University, Chonging 400030 China 2. School of Management, Fudan University, Shanghai 200433 China)
Abstract: Online escrow service (OES) is an effective method to reduce the trade risk in online auction markets. In this paper, we identify some factors that affect buyer’s perceived risk and behavior of. OES adoption. An experimental C2C auction system with embedded decision support features was used to collect data. Results show that product price and seller’s online reputation have a significant effect on buyers’ perceived risk. The study also finds that buyers’ perceived risk is important in determining OES adoption.
Keyword: Electronic commerce, Escrow Service, Online Auction, Perceived Risk, Experiment
2007年3月《软科学》录用,2007年10月第21卷第5期(第45-48页)刊出。
|