| The rapid development of Internet technology has changed consumer shopping habits.C2C online Transaction is an important online shopping market in China.However,with the development of online shopping,disadvantages of information asymmetry in online transactions is increasingly serious,product quality and after-sales service problems become main restriction factors.In order to reduce the information asymmetry,maintain online market order,predominantly Taobao among C2C online transaction platform proposes online credit evaluation system and third-party seals.Through third-party seals relevant literature,part of them believe third-party seals can send information effectively,but others disagree.In view of this,the paper comprehensively arrange predecessors' researches and fully understand current operation of third-party seals,then divide Tao bao's third-party seals into safeguard seals,payment seals,promotion seals,publi c-service seals,discussing Validity of them Sending Information in C2C Online Transaction.At first,this paper analyse the role of third-party seals by signal transmission theory,in order to distinguish its effective situation and leaks.Then,this paper constructs impact model of third-party seals on buyer decision,based on random coefficient linear utility function,thus selecting probit regression model for empirical analysis.this paper uses octopus collector 6.1 to fetch millet 5 rea 1 transaction data in Taobao,and use econometric analysis prediction software eviews6.0 for probit regression analysis of third-party seals' impact on product clinch probability,as well as interaction between them and reputation by 327 valid samples.The main conclusions are that Pay on Delivery significantly directly positive influence on product transaction probability;Under the premise that seller's credit plays a role,Gold Medal Seller and Ant Pay have a significantlyi ndirectly positive impact on product transaction probability;Consumer Protectio n Service,Good Baby,Discount Promotion,Set Sub-treasure have a significant negative impact on product transaction probability;Delivery Time Commitment,Fast Payment,7 Days Return,Credit Card Payment,Yu Ebao have no significant impact on product transaction probability.Therefore,this paper believes Pay on Delivery can effectively send information;Under the premise that seller's credit plays a role,Gold Medal Seller and Ant Pay can also effectively send information.Based on regression conclusions,this paper also makes some suggestions,C2C platform should improve sellers' service quality of Pay on Delivery,Gold Medal Seller,Ant Pay and increase their propaganda.C2C platform should modify service rules of Consumer Protection Service and Set Sub-treasure,to raiseopen threshold of Fast Payment and Yu Ebao;C2C platform can cancel promotion seals,public-service seals.C2C online transaction sellers should give priority to Pay on Delivery.Sellers with higher credit points should as much as possible join Gold Medal Seller and Ant Pay,Sellers with lower credit points should take measures to accumulate credit.This paper doesn't not recommend sellers to join Consumer Protection Service,Delivery Time Commitment,Fast Paym ent,Credit Card Payment,Yu Ebao,Set Sub-treasure,Good Baby,Discount Promotion. |
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