平台卖家违规行为、买家态度与平台型电商声誉

Platform Sellers' Violations, Buyers' Attitudes and Platform-based E-commerce Reputation

中文关键词:  平台卖家  平台型电商  卖家违规行为  卖家声誉  买家态度

英文关键词:platform seller  platform-based E-commerce  seller's violation behavior  seller's reputation  buyer's attitude

中文摘要:

      随着人工智能、大数据等技术的发展,平台卖家的各种违规营销手段层出不穷,给平台型电商的声誉造成了严重损害。通过设置情景模拟实验,根据不同销售阶段卖家实施违规行为的不同表现形式,对平台卖家违规行为进行了总结及分类,探讨了平台卖家不同类型的违规行为对平台型电商声誉造成的影响及原因。研究发现:(1)较之实际销售欺诈行为,消费者对平台卖家虚假营销宣传行为的态度更为消极,从而会对平台型电商声誉造成更大的破坏；(2)买家态度在平台卖家违规行为和平台型电商声誉之间具有中介作用,平台卖家违规行为通过影响买家态度进而影响平台型电商声誉；(3)平台卖家声誉对平台卖家违规行为与买家态度之间的关系具有调节作用。平台型电商可以制定更加精细化的治理策略,对不同类型的平台卖家违规行为以及不同声誉水平的平台卖家采取差异化的监管办法,并运用一系列手段来维护消费者的合法权益,获取消费者的信任,改善买家态度,以维护平台型电商声誉。

英文摘要:

      With the development of technologies such as artificial intelligence and big data, various illegal marketing methods by platform sellers have emerged one after another, which has caused serious damage to the reputation of platform-based E-commerce. By setting up scenario simulation experiments, this paper summarizes and classifies platform sellers' violations according to different manifestations of sellers' violations at different sales stages, and studies the impact and causes of platform sellers' different types of violations on the reputation of platform-based E-commerce. This research has found the following. (1) Compared with the actual sales fraud of platform sellers, consumers have a more negative attitude towards platform sellers' false marketing and publicity behaviors, which will cause greater damage to the reputation of platform-based E-commerce. (2) The buyers' attitudes play an intermediary role between platform sellers' violations and platform-based E-commerce reputations. Platform sellers' violations affect the reputation of platform-based E-commerce companies by influencing buyers' attitudes. (3) The reputation of platform sellers has a moderating effect on the relationship between platform sellers' violations and buyers' attitudes. The platform-based E-business can make more refined management strategy to adopt differentiated regulatory approaches against different types of violations by platform-based sellers and against the platform sellers with different reputations, using a series of means to safeguard the legitimate rights and interests of consumers to obtain the trust from consumers to improve the buyers' attitude in order to maintain the reputation of platform-based E-business. 