| With the development of social economy and the progress of technology, E-commerce, online shopping is no longer a choice, but a necessity. However, since from the date of existence of Online shopping the quality of the information such as website information false, prevalence of counterfeit and shoddy products, product without identification etc, have been existed. Commodity quality information expressed by online shopping platform suffered serious confusion. Therefore, they caused many contradictions in the process of trading. The quality information chaos problem has become a great obstacle for Chinese online trading. Online shopping platform businesses how to develop quality marketing strategy and the quality of the effective signal display design to attract customer. Regulators how to guide the customer to obtain the different signal quality according to the given quality information of businessman. Solving them becomes the key points of orderly development of the whole online market.First, based on the related literature review, the present network shopping market development and the interview of some experts and online consumers, this literature builds an online shopping platform commodity quality signal transmission model, then finds out the possible influencing factors, and makes theoretical explanation.Second, Taking T-mall platform as an example, through the study of the factor analysis and the analysis of the logistic regression model, this literature finds that "authenticity commitment, fake pay a third class", "the pictures of goods", "sellers category ", "formulate and improve relevant laws and regulations ", "the quality inspection system of the ministry of commerce and industry", "the promoting measures of online shopping credit system construction", "the punishment of violation against the seller ", "commodity images has the functions of detail the amplification", "commodities have others recommend ", "negative information about the seller and commodities", "the reliable degree of the logistics company ", "sales information of the goods ", "refund dispute rate ", "quality inspection report issued by a third party certification institutions and certification "can be positive impact on the quality of signal transmission.Each main body should be reasonable to reveal these quality signal based on the mutual influence of consumers multiple characteristics impact on received signal quality.The literature also finds that "industry associations and regional consortium ", "the Approving of seller certification ", "dynamic rating of shop", "positive information about the seller and commodities", "collection number of goods website "and so on, can not be positive impact on the quality of signal transmission.Each main body should not be reasonable to reveal these quality signal based on the mutual influence of consumers multiple characteristics impact on received signal quality.At last, combined with research conclusion, in order to enhance consumers identify goods quality, this paper gives some advises to the sellers, T-mall shopping platform, third-party services, government regulators and consumer. For sellers, as far as possible fully and accurately disclose the relevant information quality. For T-mall shopping platform, Establishes improving access mechanism and complaints punishment mechanism of the seller, and improves the mechanism of the seller and product information and evaluation. For government regulators, Through a series of regulations and regulatory measures to strengthen the buyers and sellers, the network shopping platform and other stakeholders. For third-party services, must be honest management, strictly enforce service standards, put an end to "go through the motions" phenomenon. For customers, clear purchase demand, then according to the online related subject provided quality information to meet the demand of buying. |
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