信息不对称下消费者线上购买二手商品影响因素研究【摘要】近年来我国对共享经济发展的看重和支持，网络二手市场有着不可估量的发展前景。但就目前发展而言，电子商务交易的虚拟性和二手商品价值判断的主观性等因素加剧了买卖双方间的信息不对称，信任难以建立，降低交易可能性，市场资源无法得到有效地分配，违背网络二手市场“物尽其用”的初衷。本文将总结前人的结论，以闲鱼 APP 用户为调查对象探究信息不对称的环境下，探究感知收益和信任对消费者线上购买二手商品意愿的影响。由于信息不对称会造成信任困难的问题，本文同时对平台声誉、消费者获取能力、卖家信誉、商品信息质量对消费者的信任能否起到正向影响作用进行调查分析。利用 SPSS17.0 分析问卷结果，对结果进行总结分析，进而对闲鱼 APP 提出参考建议，完善平台管理，吸引更多消费者进入网络二手市场。【关键词】信息不对称；闲鱼；信任；购买意愿 注：本论文（设计）题目来源于教师的国家级（或省部级、厅级、市级、校级、企业）科研项目，项目编号为： Research on Influencing Factors of Consumers Buying Second-hand Goods Online under Asymmetric Information[Abstract] In recent years, China has supported the development of the sharing economy. The online second-hand market has inestimable development prospects. However, in terms of current development, the virtuality of e-commerce transactions and the subjectivity of second-hand commodity value judgments have intensified the Information is asymmetric, trust is difficult to establish, transaction possibilities are reduced, and market resources cannot be effectively allocated, contrary to the original intention of the online second-hand market to " make the best possible use of materia ". This article will summarize the previous conclusions and explore the impact of perceived income and trust on consumers' willingness to purchase second-hand goods online under the environment of information asymmetry with Idle Fish APP users. Because information asymmetry can cause trust difficulties, t...
