消费者网上购物的信任模型外文翻译Word下载.docx

消费者网上购物的信任模型外文翻译Word下载.docx

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ATrustModelforConsumerInternetShoppingMaterial

Source:

InternationalJournalOfElectroninCommerceAuthor:

MatthewK.O.LeeEfraim

1.Abstract

E-commercesuccess,especiallyinthebusiness-to-consumerarea,isdeterminedinpartbywhetherconsumerstrustsellersandproductstheycannotseeortouch,andelectronicsystemswithwhichtheyhavenopreviousexperience.ThispaperdescribesatheoreticalmodelforinvestigatingthefourmainantecedentinfluencesonconsumertrustinInternetshopping,amajorformofbusiness-to-consumere-commerce:

●trustworthinessoftheInternetmerchant,

●trustworthinessoftheInternetasashoppingmedium,

●infrastructural（contextual）factors（e.g.,security,third-partycertification）,

●otherfactors（e.g.,companysize,demographicvariables）.

Basedontheresearchmodel,acomprehensivesetofhypothesesisformulatedandamethodologyfortestingthemisoutlined.Someofthehypothesesaretestedempiricallytodemonstratetheapplicabilityofthetheoreticalmodel.ThefindingsindicatethatmerchantintegrityisamajorpositivedeterminantofconsumertrustinInternetshopping,andthatitseffectismoderatedbytheindividualconsumer’strustpropensity.

2.TheProposedModel

Dependedontheliterature,theauthorshavedevelopedatheoreticalmodelfortheantecedentsoftrustinconsumerInternetshopping（businessto-consumer[B2C]）.ThemodelisshowninFigure1.Theindependentvariables（ontheleft）fallintofourbroadcategoriesfallintofourbroadcategories:

trustworthinessoftheInternetmerchant,trustworthinessoftheInternetshoppingmedium,Internetshoppingcontextualfactors,andotherfactors（e.g.,controlfactors,suchassizeofInternetmerchant,demographicvariables,priorrelatedexperience）.TheeffectofthesevariablesonthedependentvariableofconsumertrustinInternetshopping（CTIS）ismoderatedbythetrustpropensityoftheconsumerconcerned.Theleveloftrustpropensityisexpectedtobefairlystableovertimeandcanbemeasured.Themodelsuggeststhattheleveloftrust,whichisapersonalitytrait,moderatestherelationshipsbetweentheindependentanddependentvariables.

Themodelisnotall-embracinginthatitdoesnotattempttocaptureeverypossibleantecedentoftrust.Itisfocusedoncapturingthemostsignificantsetoftrustantecedents,derivedfromdifferentlinesofpreviousresearch,andpresentingthemasanintegratedentitythatcanprovidedirectionforempiricaltesting.Othervariablesthatmightaffectthemodel（e.g.,experiencewiththeInternet,age,gender）canbecontrolledinempiricaltests.

2.1TrustworthinessofInternetMerchant

Manyresearchershavestudiedtheinfluenceofperceivedtrustworthinessonbuildingtrust.Asindicatedearlier,ability,integrity,andbenevolenceareconsistentlyrelatedtotrustinmoststudiesandthusareincludedinthepresentresearchframework.Thesethreefactorsencompass,andrepresentdifferentdimensionsof,theconceptofreputation.Somepossiblehypothesesforthisgroupoffactorsare:

H1:

TheperceivedabilityofanInternetmerchantispositivelyassociatedwithCTIS.

H2:

TheperceivedintegrityofanInternetmerchantispositivelyassociatedwithCTIS.

H3:

TheperceivedbenevolenceofanInternetmerchantispositivelyassociatedwithCTIS.

Sincetheseantecedentsareallfairlybroad,onecancreateseveralsubhypothesesandmeasuresforeachofthehypotheseswhenundertakingaresearchdesign.Additionalvariablesmaybeidentifiedandwillbeemployedtocreatenewhypotheses.

TrustworthinessoftheInternetShoppingMediumIntheliteratureonhuman-computerinterfaceandergonomics,trustisidentifiedasafactoraffectinghumanchoiceoftheuseofcomputerizedsystems.Internetshoppingisanactivitythatnecessarilyentailsprimaryinteractionswithcomputersystems.Insomesenses,theInternetdevice（e.g.,personalcomputer,WebTV）thattheconsumerinteractswithisanalogoustothesalespersoninatraditionalshop.TheextenttowhichconsumerstrustthiscomputerizedmediumislikelytoaffecttheiroveralltrustinInternetshopping.AccordingtoLeeandMoray,humantrustinanautomatedorcomput-erizedsystemdependsonthreefactors:

（1）theperceivedtechnicalcompetenceofthesystem,

（2）theperceivedperformancelevelofthesystem,and（3）thehumanoperator’sunderstandingoftheunderlyingcharacteristicsandprocessesgoverningthesystem’sbehavior.Thetechnicalcompetenceofasystemisitsabilitytoperformthetasksitissupposedtoperform.Performancelevelincludessuchparametersasspeed,reliability,andavailability.ThesethreevariablestogethermayinfluenceconsumertrustintheInternetshoppingmedium

（ISM）.Somepossiblehypothesesforthisgroupoffactorsare:

H4:

TheperceivedtechnicalcompetenceoftheISM