网络购物中消费者感知不确定性已成为电子商务研究中的重要课题，本项目拟考虑平台因素与卖家因素，分析消费者感知不确定性的产生及影响机制。研究将同时考虑产品不确定性、卖家不确定性和产品契合度不确定性，分析制度机制有效性、速成关系、网站质量对它们的直接影响，并进一步探究上述三个影响因素的交互作用。同时，研究还将分析消费者感知不确定性对消费者满意度及重复购买行为的作用，厘清三种消费者感知不确定性对社会满意度与经济满意度的差异性影响。本项目拟运用调研和案例实证研究方法，明晰消费者感知不确定性产生的机理，并揭示其对消费者满意度与重复购买行为的影响机制，研究结果将有助于从理论和实践上了解如何有效降低网络购物中消费者感知不确定性，从而帮助购物平台提升持续发展能力，促进电子商务的纵深化发展。

Consumer perceived uncertainty has become an important issue in e-commerce research. We intend to study uncertainty’s antecedents and its impact from perspectives of individual seller and third-party platform. Specifically, we will investigate product uncertainty, seller uncertainty and product fit uncertainty, analyze perceived effectiveness of institutional mechanisms, website quality and swift guanxi’s impact on consumer perceived uncertainty. We will further investigate these factors interaction effect on uncertainty. In addition, we will study consumer perceived uncertainty’s impact on satisfaction and repurchase behavior. Satisfaction is further divided into social satisfaction and economic satisfaction in our study, aiming to discuss relationships between three kinds of uncertainty and satisfaction. Survey and case study will be adopted to investigate the relationships. Both theoretical and practical implications will be obtained through the research to guide how to decrease consumer perceived uncertainty during online shopping, so as to enhance platform capability of continuously development and promote e-commerce to develop further.