消费者网上购物的信任模型外文翻译.docx
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消费者网上购物的信任模型外文翻译
外文翻译
原文
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