电子商务领域英文论文原文.doc

An Empirical Study On Consumer Trust in B2C ecommercein ChinaYujie Bao, Yan Li,﹡ Xin Meng, Yuchang Liu, Weiming WangInternational College at BeijingChina Agricultural UniversityBeijing, Chinaicbliyan@Abstract—Consumer trust has been more and more recognized as an important factor for a successful e-commerce vendor. Based on the previous research, this paper developed an extended model for analyzing the main attributes of trust of the users in China. A survey regarding the trust of e-commerce users is conducted to empirically test the model. The result shows the perceived reputation and size; the level of multi-channel integration, the system assurance, consumers’ propensity to trust and experienced-based familiarity are all positively related with consumers’ trust in the vendor. The findings may provide the suggestions for the vendors to consider the trustworthy by the consumers.Keywords: e-commerce; consumer trust; China摘要——对于一个成功的电子商务供应商，消费者信任度已经被越来越多的人认为是一个重要的因素。

本文在前人研究的基础上，开发了一个扩展模型分析中国用户的信任的主要属性一项关于电子商务用户信任度的测试正在进行结果表明认知的声誉和大小;水平的多通道集成、系统保证,消费者对于卖方的信任度更倾向于那些熟悉的有过交易经验的人这个发现可以为卖方提供建议去寻找可靠的顾客 关键词：电子商务；消费者信誉；中国I. INTRODUCTIONE-business (electronic commerce) is described as the process of buying, selling, transferring, or exchanging products, services, and/or information via computer networks,including the Internet. There are many advantages driving the growth of e-commerce in the recent decades. Time saving, a greater variety of choices and cheaper prices are the three main advantages. But like the traditional business, problems emerge as e-commerce becomes more popular. The consumers’ trust in e-commerce is becoming the most significant problem. One of the key factors that make an e-commerce successful is the ability to gain consumer trust.Trust is defined as in this study as a consumer’s positive expectations regarding an e-vendor’s conduct, characterized as faith, confidence and assurance. Trust create positive feelings towards transactions with web retailers, and thus is considered as one of the major mechanisms to reduce perceptions of behavioral uncertainty related to actions of web retailers [7].This research is focused on examining the influential factors of consumer trust by empirical experimentation to provide a basis for e-commerce vendors to improve their businesses.I. 导言电子商务可以被描述为通过计算机网络,包括互联网购买、出售、转让、或交换产品、服务、资讯的过程。

许多优势推动了电子商务在最近的几十年里增长节省时间，更多样化的选择，价格便宜，是三个主要优点但是随着电子商务变的越来越流行，就像传统的商务形式一样电子商务出现了越来越多的问题消费者的信任度正成为其中最重要的问题使电子商务成功的关键因素之一是获得消费者信任的能力信誉度在这个研究中被定为消费者对网上卖方的行为，信念特征，承诺与信心的积极期望通过与网络零售商的交易信誉度建立了积极的感觉，是减少网络零售商行为认知的不确定性的主要机制之一[7]这项研究的重点是通过有经验的实验检验对消费者信任有影响的因素，为电子商务销售商改善业务提供基础II. LITERATURE REVIEW, RESEARCH MODEL ANDHYPOTHESESTrust is an important factor in many social and economic activities. In the context of Internet business, trust is critical because of the nature and also the limitations of online business—the invisibility of the transaction process, the physical separation between buyers and sellers, the physical separation between buyers [1]. These limitations cause greater uncertainty that all consumers try to avoid when making any purchase decisions.信任在许多社会和经济活动中是一个重要因素。

在互联网业务背景下，信任是关键的，因为自然和网上业务的限制——看不见的交易过程，买家和卖家之间的物理隔离，买卖双方的物理空间隔离这些限制会导致更大的不确定性，所有的消费者在做出购买决定时都尽量避免这些限制In prior research, Mayer [2] proposed a model incorporating both a trusting party (trustor) and a party to be trusted (trustee). They discussed the trustor’s perception about the trustees’ characteristics. Jarvenpaa [3] examined whether customers’ perceptions about the reputation and size of an Internet store affect their trust in the store and Bendoly examined the channel integration on consumer’s loyalty to a multi-channel firm.在以前的研究中，梅耶[2]提出了一个模型，纳入一个信任的一方（委托人）和被信任的一方（受托人）。

他们讨论了委托人对受托人特征的看法耶尔文佩[3]调查是否网上商店的声誉和规模影响消费者对商店的信任的看法，Bendoly调查综合消费者对于多渠道公司的忠诚度Some of the previous research identified and examined the trust in term of one single aspect of the trustees and trustors respectively. Our research develops a research model by involving the attributes all variables from both aspects of trustors and trustees. As shown in Figure 1, the consumer’s trust is mainly influenced by perceived reputation and size, multichannel integration, system assurance, consumer feedback mechanism, propensity to trust and experience.一些先前的研究证实并分别验证了委托人与受委托人个人方面的信誉度。

我们的研究开发的研究模型涉及的变量属性来自于委托人与受委托人双方面正如图1所示，消费者的信任受感知的的名誉和规模，多渠道整合，系统担保，消费者反馈机制所影响，倾向于信任和经验Figure 1. Research Model.A. Characteristics of trustees (e-commerce vendors)a) Perceived reputation and sizeResearch in traditional industrial buyer-seller relationships revealed that buyer’s perceptions of seller’s reputation and size are the factors of trustworthiness [4].Reputation is defined as the extent to which buyers believe a seller is professionally competent or honest and benevolent. Reputation is vulnerable because it is harder to form a reputation than to lose。