Empirical Research On The Influence Factors Of E-business Perceived Credit Based On Limited Rationality

With the rapid development of the Internet,it has had a profound impact on all sectors of society.The most important ones are the traditional commerce industry and the financial industry.With the change of business operation methods,e-commerce credit problems have arisen,and their importance is gradually receiving attention.Credit problems accompany the emergence of commodity economy,and credit issues arise from information asymmetry.E-commerce has expanded this asymmetry in comparison with traditional commerce.At the same time,it also has the secrecy of concealment,time and space,which increases the uncertainty of online transactions to some extent,increases the complexity of the transaction,and increases transaction costs.Credit is created to reduce this uncertainty and reduce the complexity of human behavior.The theory of bounded rationality is based on the research of psychology and behavior.It well explains the characteristics of consumers' purchase decision-making process,perception of credit acts on the information gathering process in the decisionmaking process,and the limited rational consumers on e-commerce operators.Perceived credit is a prerequisite for making trading decisions.Based on this research,the research on the process and framework of e-commerce consumer transaction decision-making is conducted with limited rationality as the starting point to explore the influencing factors of limited-rational consumers' perception of credit in the ecommerce environment.On the basis of previous studies of credit models by scholars,this paper constructs a structural model of e-commerce awareness credit influencing factors to explore the relationship between each factor and perceived credit.First,this paper explains and defines the concept of e-business perceived credit,reviews the theory of e-business perceived credit and the theory of limited rationality,and summarizes the main factors that affect the perceived credit of e-commerce according to the research results of domestic and foreign scholars.Secondly,based on the goal of the study,we study the consumer behavior process.This paper defines the intervention direction of perceived credit research.Taking the second stage as the research content of this paper,it analyzes the behavior characteristics of bounded rational consumers,and on this basis,puts forward the influencing factors of ecommerce perceived credit.Finally,the data are collected through the network survey,and the data are analyzed.Through the empirical analysis,the effect of the influence factors on the limited rationality of e-commerce consumers' perceived credit is verified,and the results are analyzed.On this basis,some useful suggestions are provided for the operators and managers of e-commerce.