电商平台信用评价体系对消费者购买决策的作用路径研究

A Study on the Pathways of E-Commerce Platform Credit Rating Systems’ Influence on Consumer Purchase Decisions

摘要: 随着互联网技术和移动通信技术的迅猛发展，消费者与商家之间的信息不对称问题日益凸显，如何通过有效机制提升信任成为平台治理与学术研究的核心议题。信用评价体系作为电商平台最重要的信任构建工具，对消费者购买决策产生了深远影响。本文在梳理国内外相关研究的基础上，引入信息不对称理论、信号理论与消费者信任理论，对电商平台信用评价体系的构成要素及其作用机制进行系统分析。研究结论不仅有助于深化对信用评价体系与消费者行为关系的理解，也为电商平台优化治理机制、提升用户体验提供了参考。

Abstract: With the rapid advancement of internet and mobile communication technologies, the issue of information asymmetry between consumers and merchants has become increasingly prominent. How to enhance trust through effective mechanisms has emerged as a central concern in platform governance and academic research. As the most crucial trust-building tool on e-commerce platforms, credit rating systems exert a profound influence on consumer purchasing decisions. Building upon a review of domestic and international research, this paper systematically analyzes the components and operational mechanisms of e-commerce platform credit rating systems by integrating information asymmetry theory, signaling theory, and consumer trust theory. The findings not only deepen our understanding of the relationship between credit rating systems and consumer behavior but also provide valuable insights for optimizing governance mechanisms and enhancing user experience on e-commerce platforms.