Abstract
The emergence of Internet product sales platform has not only greatly enriched consumers’ choices and facilitated their purchasing behavior but also provided space for counterfeit products and relevant fraudulent signal strategies in China, which damage the consumer’s rights and interests and further disrupt the normal order of the e-commerce market. However, effective empirical study on the long-term and dynamic influence mechanism of fraudulent signals of counterfeit products and the seller incentive mechanism is still unavailable in academic circles, especially in the Chinese market, where government regulation is deemed to be lacking. For the purpose of this paper, an empirical study has been conducted by virtue of Internet e-commerce platform data based on data capture technology to analyze the dynamic performance effect mechanism of e-commerce fraudulent signals of counterfeit products under multiple game conditions. The study results show that selling of counterfeit products by using fraudulent signals can improve the current sales performance, but it will cause a long-term performance decline consequently. Additionally, from the perspective of the pricing mechanism, this paper analyzes the said seller incentive mechanism of counterfeit products. Finally, this paper puts forward relevant management suggestions based on the empirical study findings.
Highlights
In the context of booming Internet technology and platform economy, Internet e-commerce as a new model has played the most important role in the new retail sector. e Internet e-commerce platform provides sellers and consumers with more convenient and cheaper means to facilitate information sharing and matchmaking tradeoff
In the field of academic study, relevant signal theories in the e-commerce study usually focus on the effects of positive evaluation mechanisms such as platform reputation evaluation [4], while the study on fraudulent signals is limited to short-term effects. ere is less effective study on dynamic influence mechanism of fraudulent signals and the seller’s motivation thereof yet [4]. erefore, theoretically, the study on the Internet sales platform data should be conducted in depth on dynamic influence and driving mechanism of the above-mentioned fraudulent signals, filling the relevant study gaps of signal theory under Internet platform conditions
Taobao is selected as the sample data source in consideration: (1) Taobao, the fastest growing e-commerce platform in recent years, has nearly 500 million registered users, more than 120 million daily active users, and 1 billion online products in China; (2) during the expansion of Taobao, there were a lot of problems of counterfeit products and fraudulent models, which have been reported by the media for many times; and (3) Taobao uses the third-party payment tool “Alipay” to make consumers trust the tradings on Taobao
Summary
In the context of booming Internet technology and platform economy, Internet e-commerce as a new model has played the most important role in the new retail sector. e Internet e-commerce platform provides sellers and consumers with more convenient and cheaper means to facilitate information sharing and matchmaking tradeoff. Mobile Information Systems e above phenomena have led to higher possibility of performance improvement caused by fraudulent signals such as counterfeiting behaviors of e-commerce platform sellers, and the sales fraud of e-commerce platforms is more subtle usually [2]. In the field of academic study, relevant signal theories in the e-commerce study usually focus on the effects of positive evaluation mechanisms such as platform reputation evaluation [4], while the study on fraudulent signals is limited to short-term effects. Erefore, theoretically, the study on the Internet sales platform data should be conducted in depth on dynamic influence and driving mechanism of the above-mentioned fraudulent signals, filling the relevant study gaps of signal theory under Internet platform conditions. Erefore, the authors collect and sort out the product and seller data disclosed on Taobao platform, the data of 641 counterfeit products from 147 counterfeit products sellers and 1923 non-brand-copycats from 441 noncounterfeit products sellers in this paper, verify the dynamic influence of fraudulent signals of counterfeit products on product sales performance by regression analysis, and propose corresponding management suggestions on seller motivation and sale price difference
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