| Clarifying the influence factors of online trust risk has important significance on preventing and controlling it.This paper takes the method of double-case study,selecting Fruitday and Sfbest-two samples have different online market size,to study the influence mechanism of online information exchange and online market size on online trust risk.Firstly,software finder Locoyspider is adopted to obtain the content of information exchange,which is divided into event type and non-event type,each including three dimensions of positive information,negative information and neutral information.The influence of information exchange degree of each dimension on trust risk is also analyzed.Secondly,this paper studies the effects of different market size on trust risk,and analyzes the trust behaviors and dishonest behaviors.The main conclusions are as follows:(1)The information exchange degree negatively influences the degree of information asymmetry and the degree of information asymmetry positively influences the dishonest behaviors of online traders.When the negative information is limited within certain extent,the content of information exchange has no obvious effect on the trust risk;(2)Online market size positively influences the degree of information asymmetry,andit is also positively related with the spread scope of the online trader's trust degree.But the spread of online traders' trust conditions has a positive influence on online traders' dishonest behaviors.(3)Negative information within certain degree is reasonable,which is,negative information in small amount has no significant influence on enterprise brand and product sales.Only when negative information exceeds certain degree will it influence the enterprise and products significantly. |
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