Analysis of Effect of Factors Affecting E-commerce Sellers\' Credit Based on Structural Equation Model

• 1、Management School,Wuhan University of Science and Technology,Wuhan 430081

Abstract：E-commerce platform rates the seller star based on the praise received by the seller. However, the buyer\'s evaluation details and the evaluation conclusion are often inconsistent, and the evaluation conclusion has certain subjectivity. Therefore, the star rating of the seller cannot truly reflect the seller\'s credit. Taking Taobao shoe sellers as an example, this paper analyzes factors that influencing the sellers \'credit and potential factors, and selects 9 factors as observable variables, such as seller\'s credit, description of conformity and attitude of service, and three factors, such as service quality, are used as latent factors, and an initial structural equation model of credit influencing factors is established. Collecting 150 shoe seller\'s datas, using AMOS software, testing the initial model parameters and model modifications. The modified model fits well, which verifies the proposed hypothesis and has good explanatory power. On this basis, a method of calculating the credit rating index is proposed, which provides a reference for the seller\'s credit rating and buyer\'s purchasing decision.

Keywords： structural equation model sellers\' credit affecting factors effect analysis