C2C环境下信用服务对卖家售出行为的影响研究——基于二元logistic模型

电子商务交易环境下,采用信誉反馈体系、中介保障服务、第三方支付担保等信用服务会减少买卖双方的信息不对称,增加卖方商品的售出概率,促进双方达成交易.通过对淘宝网三星Galaxy Note手机的交易数据进行二元logistic模型检验,发现好评率和信誉分数对于售出概率具有显著的正向作用,商品售价和运费对于售出概率有显著的负向作用,七天退换等保障服务对于售出概率存在一定的显著正向影响.

Effect of Trust Service on Seller＇s Sold Behavior in the C2C Markets： Based on the Binary Logistic Model

In the electronic markets, using trust service including reputation feedback system, insurance service and escrow service could reduce the information asymmetry among buyers and sellers to reach a deal. And it can also increase the sellers＇ sold probability. Based on the binary logistic model, we present an empirical test on the transaction data of Taobao Samsung Galaxy Note phone. The result shows that good rating and reputation scores have a significant positive impact on sold probability; price and shipping cost have a significant negative effect. Furthermore, insurance service such as seven days return has some significant positive impact on sold probability.