关键词: 电商平台, 信用机制, 用户嵌入性, 风险感知, 信任

Abstract: Under the situation that the transaction flow bonus of e-commerce tends to slow down, enhancing the user embeddedness and creating the long-term value of the platform become an important challenge for e-commerce platform governance.This paper studies the gradual gradient effect of three elements of credit mechanism(seal, evaluation and contract) on user embeddedness. Meanwhile, based on the framework of “cognition emotion”，it further reveals the intermediary mechanism between them, that is, to build a chain intermediary path between cognition and emotion, and finally form a dual reverse chain intermediary model.The paper uses structural equation model for empirical research.The results show that the three factors have a positive impact on user embeddedness, among which risk perception and trust play a chain intermediary role in seal, contract mechanism and user embeddedness;the evaluation mechanism has no significant influence on user′s trust, and the main reasons for the difficulty in forming user trust are the rule design and content authenticity of credit evaluation mechanism.This study has important implications for the development of platform credit theory, and provides a useful perspective on how to build a credit system in practice and how to promote the deep embeddedness of users into the platform to create the long-term value of the platform.

Key words: e-commerce platform, credit mechanism, user embeddedness, risk perception, trust