Research On Information Display Moral Anomie Of Online Business In E-commerce Platform

Since the21thcentury, the rapid development of e-commerce, online shoppinghas became an important way of life, China has taken the US as the world’s largestonline retail market. In recent years, there is a variety of types and influentiale-commerce platforms appeared in China. In the development and competitions ofvarious types of e-commerce platform, the e-commerce platforms who is entirelyformed by online business constituted a clearly advantage.self-type e-commerceplatform and independent type e-commerce platform are difficult to compete with onprofitability. It has started to invite a lot of business to station in, shift to “self selling+platform”. Thus various e-commerce platform in both a large number of onlinebusiness involved in network marketing, because of the shortcomings of internet itself,the government and e-commerce platform regulation is not in the place, businesses inthe e-commerce platform when engaged in network marketing activities, is doing a lotof immoral behavior of information display, or information display moral anomie.Information display anomie of online business only will hurt consumers, this kind ofoperation will damage the interests of businesses, worsening e-commerce platformoperating environment, affecting the e-commerce platform of business and reputation,and eventually cause social and moral environment side-effects. So, how to identifyinformation display moral anomie of online business in e-commerce platform, andhow to evaluate the extent of information display moral anomie, and what kind ofstrategies to use, have became a problem that a online business and e-commerceplatform and government department and consumer must solve immediately.In this context, the paper opened a related research. First, summarizinginformation display moral anomie theory and the theoretical reasons to determine theimmoralities in e-commerce platform in the information display business. Secondly，this study is on the basis of consumer online shopping decision theory, informationdisplay immoralities of consumer online shopping decision-making at all stages of thebusiness carried out in the system. Thirdly, studying how the information displayimmoralities e-commerce platform to evaluate businesses, constructed an indexsystem and evaluation model to determine the method of empirical analysis. Then,set up a theoretical model of the relationship between business information display andconsumers’ perception of the morality of online shopping, and through questionnaires,data analysis and processing samples to an empirical test. Finally, the studyingproposes countermeasures of e-commerce platform in the business of informationdisplay immoralities, through the study, theoretical research and empirical research,qualitative analysis and quantitative analysis methods. In the theory part, there is thecombination of theory of marketing economics, psychology, sociology and othersubjects of the research literature, in empirical research, it uses expert interviews,surveys, case analysis and other methods of research, in order to ensure the wholesystem and scientific research process correctly, this paper is divided into thefollowing sections.In the first part, research on literature. Combing the relevant theory, previousresearch summarized. First, review related theories of information display,including:information theory, public praise theory, information asymmetry.Second, reviewrelated theories of marketing morality, including: marketing morality theory, moralanomie theory, theory of marketing morality Valuation. Finally, review the works ofdomestic scholars and foreign scholars on business information display moral anomiewhich has been summarized. For preparing the subsequent business of informationdisplay moral anomie in e-commerce platform providing solutions to form theoryfoundation.In the second part, the paper is regarding information display immoralities ine-commerce platform, and the causes and effects. First, review the process ofconsumer decision-making theory to determine the consumer online purchasingdecision. Then, at all stages of the process to identify the online shopper ofinformation display immoralities in e-commerce, it was found in12kinds ofinformation display immoralities. After analysis business platform in the business ofinformation display moral anomie, summed up the micro, meso and macro levels ofthe reasons. Finally, the impact of e-commerce platform in the business of informationdisplay moral anomie brought in. Point out that it adversely affect the interests ofconsumers, businesses of their own long-term development, the interests of otherstandardized business interests and reputation of e-commerce platform. The wholesociety will be at the moral level.In the third part, information display moral anomie evaluation of business in thee-commerce platform. Firstly, analyzing the electronic supplier information display and the significance of moral anomie and principles. Then discussing the selection ofevaluation methods. In many evaluation methods that the fuzzy hierarchycomprehensive evaluation method to use and being effective in order to determine theuse of the method. After building the model of information display moral anomie ofe-commerce platform, the evaluation index system is established.Finally, applicationresearch analysis, testing the effectiveness of evaluation methods.In the forth part, the relationships between business information display ine-commerce platform and moral perception of online shoppers. First, define businessinformation display and perceived risk of online shopper and moral perception ofonline shopper.Business information displaying can be divided into threedimensions.. Moral perception of online shopper can be divided into two dimensions.After reviewing the relevant research and consumers perceived risk, online shoppersconsume perception of risk is divided into four dimensions. Then, build relationshipmodel that a business information display and moral perception of online shoppers.And proposed hypothetical model between the various eleme nts that directly affectbusiness information display of moral perception of online shoppers and moralperception of online shoppers as an intermediary, the indirect impact on consumermoral perception of online shopping. Finally, an empirical study. Develop ameasurement scale, and through surveys to collect data, analyze the reliability andvalidity of the use of structural equation modeling hypothesis testing,22out of24results have passed by examining the relationship.In the fifth part, the influence of business information in e-commerce platform tothe trust of online shoppers. First, review the theory of trust of online shopping,research of the literature found that there are two factors which affect businesses andconsumers which are network aware information and risk senses of consumers.Consumers trust online shopping can be divided into two dimensions: capability andhonesty. After reviewing the relevant research and consumers perceived risk of onlineshopping, online shoppers consume perception of risk is divided into four dimensions:performance risk, economic risk, time risk and privacy risk. Then, build a businessplatform is in the list to influence consumer trust of online shopping model. Andproposed hypothetical model between the various elements that directly affectbusiness information of online shoppers’ confidence and online shoppers will beperceived risk as an intermediary, the indirect impact on consumer trust of onlineshopping. Finally, an empirical study. Develop a measurement scale, and through surveys to collect data, analyze the reliability and validity of the use of structuralequation modeling hypothesis testing,22out of24results have passed by examiningthe relationship.Part six, solutions to business information display moral anomie in thee-commerce s platform. From the micro, meso and macro level to proposecountermeasures.micro-level strategies include: businesses should publish thenecessary information, and also raise the moral level of operator, meso-level measuresinclude: e-commerce platform should strictly examine product information, theelectronic supplier platform users need to check the system and improve it,e-commerce platform should establish an effective punishment mechanism,macro-level measure include: consumers should establish a correct concept ofconsumption. Enhance self-protection awareness, countries should strengthen thebusiness platform in the business information display and legislation regulatory.