消费者网上购物的信任模型外文翻译Word下载.docx

1、A Trust Model for Consumer Internet Shopping MaterialSource:International Journal Of Electronin Commerce Author: Matthew K. O. Lee Efraim 1. AbstractE-commerce success, especially in the business-to-consumer area, is determined in part by whether consumers trust sellers and products they cannot see

2、or touch, and electronic systems with which they have no previous experience. This paper describes a theoretical model for investigating the four main antecedent influences on consumer trust in Internet shopping, a major form of business-to-consumer e-commerce: trustworthiness of the Internet mercha

3、nt, trustworthiness of the Internet as a shopping medium, infrastructural （contextual） factors （e.g., security,third-partycertification）, other factors （e.g., company size, demographic variables）.Based on the research model, a comprehensive set of hypotheses is formulated and a methodology for testi

4、ng them is outlined. Some of the hypotheses are tested empirically to demonstrate the applicability of the theoretical model.The findings indicate that merchant integrity is a major positive determinant of consumer trust in Internet shopping, and that its effect is moderated by the individual consum

5、ers trust propensity.2. The Proposed ModelDepended on the literature, the authors have developed a theoretical model for the antecedents of trust in consumer Internet shopping （businessto-consumer B2C）. The model is shown in Figure 1. The independent variables（on the left） fall into four broad categ

6、ories fall into four broad categories: trustworthiness of the Internet merchant, trustworthiness of the Internet shopping medium, Internet shopping contextual factors, and other factors （e.g., control factors, such as size of Internet merchant, demographic variables, prior related experience）. The e

7、ffect of these variables on the dependent variable of consumer trust in Internet shopping （CTIS） is moderated by the trust propensity of the consumer concerned. The level of trust propensity is expected to be fairly stable over time and can be measured. The model suggests that the level of trust, wh

8、ich is a personality trait, moderates the relationships between the independent and dependent variables.The model is not all-embracing in that it does not attempt to capture every possible antecedent of trust. It is focused on capturing the most significant set of trust antecedents, derived from dif

9、ferent lines of previous research, and presenting them as an integrated entity that can provide direction for empirical testing. Other variables that might affect the model （e.g., experience with the Internet, age, gender） can be controlled in empirical tests.2.1 Trustworthiness of Internet Merchant

10、Many researchers have studied the influence of perceived trustworthiness on building trust. As indicated earlier, ability, integrity, and benevolence are consistently related to trust in most studies and thus are included in the present research framework. These three factors encompass, and represen

11、t different dimensions of, the concept of reputation. Some possible hypotheses for this group of factors are:H1: The perceived ability of an Internet merchant is positively associated with CTIS.H2: The perceived integrity of an Internet merchant is positively associated with CTIS.H3: The perceived b

12、enevolence of an Internet merchant is positively associated with CTIS.Since these antecedents are all fairly broad, one can create several subhypotheses and measures for each of the hypotheses when undertaking a research design. Additional variables may be identified and will be employed to create n

13、ew hypotheses.Trustworthiness of the Internet Shopping Medium In the literature on human-computer interface and ergonomics, trust is identified as a factor affecting human choice of the use of computerized systems . Internet shopping is an activity that necessarily entails primary interactions with

14、computer systems. In some senses, the Internet device （e.g., personal computer, WebTV） that the consumer interacts with is analogous to the salesperson in a traditional shop. The extent to which consumers trust this computerized medium is likely to affect their overall trust in Internet shopping.Acc

15、ording to Lee and Moray, human trust in an automated or comput-erized system depends on three factors: （1） the perceived technical competence of the system, （2） the perceived performance level of the system, and （3） the human operators understanding of the underlying characteristics and processes go

16、verning the systems behavior. The technical competence of a system is its ability to perform the tasks it is supposed to perform. Performance level includes such parameters as speed, reliability, and availability. These three variables together may influence consumer trust in the Internet shopping medium（ISM）. Some possible hypotheses for this group of factors are:H4: The perceived technical competence of the ISM