论文总字数：27118字

摘 要

共享经济新模式的兴起对全球经济模式产生了巨大的冲击，共享汽车、共享房屋等共享物品使用权的两个行业发展迅速，而学者们对这两个行业的发展也多有研究，但作为共享经济中将剩余使用权转让的这一共享方式却涉及较少。且随着消费主体年轻化、消费购买力加强、消费方式与消费观念的转变，使得闲置经济开始焕发出蓬勃生机，互联网科技的发展，催生了网络二手闲置交易平台的出现并呈现出欣欣向荣的景象。共享经济作为陌生人之间的弱关系交流，许多国内外学者已经证实信任在共享经济中的关键核心地位。而网络二手闲置交易则是电子商务和共享经济的结合，信任在网络二手闲置交易显得更加重要。对网络闲置二手交易中的信任影响因素进行研究，可以更好的促进网络二手闲置交易的发展和改革创新。同时增加对共享经济多种经济形式的研究，也能对共享经济的前景发展提供更多的理论支持，增加参与共享经济的群体，共享经济的规模效应才能得到更好发展。

本研究选取国内网络二手交易平台代表——闲鱼平台为研究对象，结合电子商务信任相关理论研究，从消费者、卖家、第三方平台三个角度选取了消费者信任倾向、消费者电商购物经历、卖家声誉、卖家对商品的描述、卖家的可沟通性、平台声誉、平台产品质量、平台安全交易管理等八个主要普遍因素为自变量来进行网络营销中二手交易平台消费者信任的影响因素研究。本研究采取针对闲鱼用户制定的电子问卷调查来进行数据收集分析，为研究提供数据支持，得出研究结论。

数据分析结论表明，消费者信任倾向、消费者电商购物经历、卖家声誉、卖家对商品的描述、卖家的可沟通性、平台声誉、平台产品质量、平台安全交易管理这八个因素都会对消费者在网络二手闲置交易平台的信任产生影响。其中根据数据的相关性分析可以发现，卖家声誉、网络交易安全性管理与网站声誉三个因素相较于其他影响因素而言，与消费者在网络二手交易平台的信任影响相关性更高，更容易对消费者在网络二手交易平台的信任产生影响。根据实证研究，给出实践建议：提高准入门槛，加强对卖家的监管制度，增加优质卖家的数量；建立更为完善的交易安全管理体系，争取解决消费者在关于交易支付中的后顾之忧；加强对网站自身的监管力度，建立更为齐全的卖家——平台——消费者的三个主体的监管体系，致力于打造一个让消费者满意度更高、体验感更好的优质网络二手交易平台；优化平台对于产品的审核系统，制定更加细化的质量判定标准，加大对假货、禁售物品的打击力度；平台可以相应提高审核用户上传商品信息时的要求，保证用户提供的信息更加清晰明了，瑕疵问题也更为明显标注，同时对于价值高的商品，平台可以要求商户上传购物证明至不公开的网站后台作为审核项目和进行数据留存。

关键词：共享经济；网络二手闲置交易；信任理论及信任影响

Research to the influential factors of consumer trust in the network marketing - in second-hand idle fish trading platform, for example

Abstract

Shared economic rise of the new model has a huge impact on the global economy mode, the right to the use of the Shared Shared items such as cars, Shared houses two industry developing rapidly, and scholars on the development of these two industries also have more research, but as a Shared economy of residual rights transfer involves the sharing way less. Moreover, with the younger consumption subject, the strengthening of consumption purchasing power, the transformation of consumption mode and consumption concept, the idle economy begins to coruscent with vitality. The development of Internet technology has given birth to the emergence of online second-hand idle trading platform and presented a thriving scene. Sharing economy as a weak relationship between strangers, many domestic and foreign scholars have confirmed the key core position of trust in sharing economy. However, online second-hand idle transactions are the combination of e-commerce and sharing economy, and trust is more important in online second-hand idle transactions. Research on the trust influencing factors in online idle second-hand transactions can better promote the development, reform and innovation of online idle second-hand transactions. At the same time, increasing the research on various economic forms of the sharing economy can also provide more theoretical support for the future development of the sharing economy. Only by increasing the number of groups participating in the sharing economy can the scale effect of the sharing economy be better developed.

Xianyu platform, a representative of domestic network second-hand trading platform, is selected as the research object in this study. Combined with the theoretical research on e-commerce trust, From consumers, sellers, third-party platform three angles to choose the trust tendency of consumers, consumer electric commercial shopping experience, the seller, the seller description of the goods, the seller"s reputation can communicate sexual, platform, platform, product quality, reputation platform security transaction management and so on eight major common factor as the independent variable to second-hand trading platform in the network marketing the influence factors of consumer trust. In this study, an electronic questionnaire survey was developed for Xianyu users to collect and analyze data, so as to provide data support for the study and draw research conclusions.

Data analysis results show that eight factors, including consumers" trust tendency, consumers" e-commerce shopping experience, sellers" reputation, sellers" description of goods, sellers" communication ability, platform reputation, platform product quality and platform security transaction management, all have an impact on consumers" trust in online second-hand idle trading platforms. According to the correlation analysis of the data, it can be found that compared with other influencing factors, the seller"s reputation, network transaction security management and website reputation have a higher correlation with the influence of consumers" trust on the network second-hand trading platform, and are more likely to have an impact on consumers" trust on the network second-hand trading platform. Based on the empirical study, practical suggestions are given: raise the threshold of access, strengthen the supervision system of sellers, and increase the number of high-quality sellers; Establish a more perfect transaction security management system, strive to solve the consumers in the transaction payment worries; Strengthen the supervision of the website itself, establish a more complete seller - platform - consumer three main body supervision system, is committed to creating a higher consumer satisfaction, better experience of high-quality second-hand online trading platform; Optimize the product review system of the platform, develop more detailed quality judgment standards, and strengthen the crackdown on fake goods and prohibited goods; The platform can correspondingly improve the requirements when reviewing the commodity information uploaded by users to ensure that the information provided by users is clearer and the defects are more clearly marked. At the same time, for high-value commodities, the platform can require merchants to upload the proof of purchase to the backstage of the non-public website as an audit project and data retention.

Key words: sharing economy; Network second-hand idle transaction; Trust theory and its influence

目 录

摘 要 I

Research to the influential factors of consumer trust in the network marketing - in second-hand idle fish trading platform, for example II

Abstract II

第一章 绪 论 6

1.1 研究背景 6

1.2 研究目的及意义 6

1.3 研究内容及方法 8

1.3.1 研究内容 8

1.3.2 研究方法 8

1.4 论文框架 8

第二章 相关概念与理论 10

2.1共享经济 10

2.2网络二手交易平台 10

2.3信任理论 11

2.3.1信任概念 11

2.3.2消费者信任影响因素 11

第三章 闲鱼平台分析 13

3.1 闲鱼起源与发展 13

3.2 闲鱼的经营特点 14

3.2.1 网站产品质量 14

3.2.2 网站交易安全管理特点 14

3.2.3 卖家信息描述质量特点 14

3.2.4 卖家沟通性特点 14

3.3 闲鱼PEST分析 14

3.3.1 政治环境 14

3.3.2 经济环境 14

3.3.3 社会环境 15

3.3.4 技术环境 15

第四章 研究设计与数据分析 16

4.1 研究设计 16

4.1.1变量测量 16

4.1.2 问卷设计 16

4.2 数据分析 17

4.2.1 样本数据分析 17

4.2.2 各研究变量描述分析 18

4.3 信度、效度分析 18

4.3.1 信度分析 18

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