周熙¹  邵兵家¹ 何俊辉²

(1．重庆大学经济与工商管理学院，重庆， 400030

2.西南大学计算机与信息科学学院，重庆 400715)

摘要:交易纠纷日益成为阻碍中国C2C电子商务快速发展的重要原因。基于文献分析本文构建了包括产品特征、卖方特征、买家特征以及买卖双方沟通能力等因素的纠纷前因模型，并通过淘宝网数据对该模型进行了实证研究。研究结果表明，产品特征、卖家信誉和沟通能力等因素是影响电子商务纠纷最主要的原因。基于研究结果对交易平台服务提供商提出了相关建议。

关键词: 电子商务；纠纷；影响因素；内容分析；实证研究

中图分类号：F273

Empirical Study on Factors Influencing C2C E-commerce Dispute in China

Zhouxi¹   Shao Bingjia¹   He Junhui²

（1.         College of Economics and Business Administration, Chongqing University, Chongqing, 400030; 2.Faculty of Computer and Information Science; Southwest University; Chongqing 400715）

Abstract : The dispute is becoming a major hindrance to the development of C2C e-commerce in China. This paper developed an antecedent model of disputes including the factors of product characteristics, features of sellers and buyers, ability of communication based on the literature review. The model was tested with the data from TaoBao.com. The research results showed that product characteristics, reputation of seller and ability of communication were the most three important factors. Some suggestions have been given based on the research results.

Keywords:  Electronic commerce, Dispute, Influencing Factor, Content Analysis, Empirical Study

 基金项目：教育部留学回国人员启动基金（教外司留（2008）890－4 ）《面向网上拍卖欺诈规避的在线信誉系统机理研究》；重庆市科委自然科学基金资助（CSTC，2008BB2042），《面向电子商务欺诈规避的在线信誉系统研究》。

发表于《现代管理科学》2010年第2期，26-28页