为了增强商品质量信号显示以及提高网购平台商品质量信号传递的效应,此文以天猫平台为例进行问卷调查,运用因子分析法分析影响商品质量信号传递的因素,运用逻辑回归对消费者利用商品质量信号的情况进行实证分析.结果发现"正品承诺、假一赔三""卖家类别"等质量信号的传递对消费者判断商品质量影响较显著;"店铺动态评分""有关卖家和商品的正面评价信息"等质量信号的传递对消费者判断商品质量的影响较不显著,各个相关主体应根据消费者特征对其接收质量信号的共同影响程度,从而尽可能有效显示这些质量信号,或者规范这些质量信号来提高顾客接收这些质量信号的程度.%In order to boost the degree of display of product quality, as well as improve the transmission efficiency of commodity quality signals on online shopping platform, this study takes the T-mall as example to conduct a questionnaire survey. In this study, we uses Factor Analysis Method to analyze the factors that affect the transmission of product quality signals. Furthermore, the present situation that consumers used the signal of product quality is analyzed by logistic regression. The results show that transited quality signals such as "genuine commitment", "triple refund in case fake product were found" and "seller category" to consumers have a significant impact on customer's judgments for the quality of products, while the "shop dynamic scoring" and "the positive reviews about the seller and commodity" indicate no significant impacts. All stakeholders should be based on common impact that consumer characteristics have impacts on transmission of quality signals, thus to show these quality signals as effective as possible or standardizing these quality signals to improve the degree of customer's acceptance.
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