某时某刻电子商务领域英文论文原文

2021年1月21日发(作者：abacus)
An Empirical Study On Consumer Trust in
B2C ecommerce
in China
Yujie Bao, Yan Li,
﹡

Xin Meng, Yuchang Liu, Weiming Wang
International College at Beijing

China Agricultural University
Beijing, China
icbliyan@


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. INTRODUCTION
E-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。< br>

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 AND
HYPOTHESES
Trust 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
integrat
ion 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。< br>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 size
Research
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 it
[6].
For
instance,
due
to
the
Sanlu
milk
powder
event,
customers
showed
great
decrease
in
trust
in
domestic milk powder producers.

Doney and Cannon [5] defined a seller’s size as its overall
size and
market share position. Size
could indicate
many things. Second large size
means the business is recognized by a large population
of
customers,
which
gives
the
potential
customers
a
signal
that
the
business
is
reliable.
So
we
hypothesize that:

H1.
The
perceived
reputation
and
size
of
e-commerce
vendor
is
positively
related
to
the
level
consumers’ trust in the
vendor.

A.

受托人的特征（电子商务供应商）

a )
知觉的声誉和规模

传统产业的买卖双方关系的研究表明，买方对卖方的声誉和规模的看法是可信赖因素。
[4]




多尼和佳能
[5]
定义总的规模和市场份 额为卖方的规模。规模可以象征许多东西。第二大的
规模意味着此商家被许多顾客所认可，
这样 给潜在的顾客一个信号就是这个商家是可信赖的。
我
们推测：



b) Multi-channel integration
Daniel
and
Wilson
[8]
identified
integration
across

channels
to
enable
multi-channel
service
as
one of the key dynamic capabilities necessary for e-business transformation. A fully integrated channel
also enables the vendor to provide a
customized service in the
most satisfied way
for the customers,
which
in
return
will
increase
customer’s
confidence
in
their

shopping
experience,
thus
will
increase
their trust in the vendor. Therefore our hypothesis is:

H2.
The
level
of
multi-channel
integration
of
an
ecommerce
vendor
is
positively
related
to
the
level of
consumers’ trust in the vendor.


b)
多渠道整合


丹尼尔和 威尔逊
[8]
确定各渠道的整合，使多渠道服务成为电子商务转型的必要的关键动态
能 力之一。
完全集成的通道也使供应商用最满意的方式为客户提供个性化的服务，
作为报答，将
增加消费者在购买过程中的信心，这样将增加卖方的信誉。因此我们推测：



c) System assurance
System
assurance
is
defined
as
the
dependability
and
security
of
a
vendor’s
onlin
e
transaction
system,
which
enables
transactions
through
the
Internet,
be
secure
and
successful
[1].A

well-established security system
lays a solid foundation for a successful e-commerce; it
indicates that
consumers’
money is
guaranteed to be safe, which will consequently increase
consumers’ trust in the
vendor. Hence, it follows:

H3.
The
system
assurance
of
an
e-commerce
vendor
is
positively
related
to
the
level
of
consumers’ trust in the vendor.

H2.
卖家多渠道一体化的程度与客户对卖方的信任成正比。

H1.
电子商务卖家的名誉和规模和消费者对卖家的信赖程度成正比。

声誉 被定义为买方相信卖方是专业的或诚实守信的程度。声誉是脆弱的，因为丢失声誉比
形成声誉来的要难< br>[6]
。例如，由于三鹿奶粉事件，客户对国内奶粉生产商的信任度明显下降。

c)
系统保证


系统保证定义为一个卖家网上交易系统的安全性和 可靠性，使网上交易变的安全成功。一
个良好的安全系统是一个成功的电子商务的基础；
他表明 消费者的钱是确保安全的，
因此增加卖
家的信誉。因此：



d) Consumer feedback mechanism.
For first-
time visitors, other consumers’ feedback and
attitudes may work as a necessary reference
in
forming
attitude
judgment.
[9]
[10]
[11].
A
perfect
feedback
mechanism
should
be
instantaneous,
transparent and honest. A well-established feedback
mechanis
m can give consumers a better view of
the business, and increase their trust in the vendor. So we hypothesize that:
H4.
A
consumer’s
evaluation
on
the
website’s
feedback

mechanism
is
positively
related
to
the
level consumers’ trust in
the vendor.

d
）消费者的反馈机制。


对于首次访客，可能受其他消费者的反 馈和态度影响。一个完善的反馈机制，应该是瞬间，
透明和诚实的。
一个行之有效的反馈机制可 以给消费者一个更好的商业视角，
并且增加他们对卖
方的信任。因此我们推测：



B.

Characteristics of trustors. (consumers)
B.

委托人的特点。（消费者）


a) Propensity to trust
A consumer’s disposition to trust
is a general inclination to display faith in humanity and to adopt
a trusting stance toward others [12].
Influenced by cultural background, personality type and previous
experience, consumers differ
in their inherent propensity to trust [2]. This tendency is based not upon
experience
or
knowledge
of
a
specific
trusted
party,
but
is

instead
the
result
of
ongoing
lifelong
experiences
and
socialization
[13]
[14]
[15].
Existing
research
has
revealed
that
an
individual’s
propensity to trust has a major influence on his/or her trust [12]. Hence we hypothesize that:

H5.
Propensity
to
trust
is
positively
related
to
the
level
of
consumers’
trust
in
the
e
-commerce
vendor.

a)

信任倾向

消费者对信任的倾向通常表现在对人的信心并且对 待他人采取信任的态度
[12]
。
受文化背景，
个性类型和以往的经验的影响 ，消费者不同固有的信任倾向也不同
[2]
。这种倾向不是以经验或
者对特定的可信党 派的认识，而是亲身的经验和社会化的结果
[13]
[14][15]
。现有的研究 表明，
个人信任倾向对他人的信任有重大影响或

[12]
。因此我们推测：

H5.
信任倾向与消费者对电子商务供应商的信任成正比。



H4.
顾客在站点的反馈机制上的评价与顾客对卖方信任度成正比。

H3.
电子商务卖家的系统保证与客户对卖方的信任成正比。

b) Experience-based familiarity

A
consumer’s
familiarity
with
the
Online
Selling
Party

(FAM)
refers
to
the
consumer’s
degree
of
acquaintance
with
selling
entity,
which
includes
the
knowledge
of
the
vendor
and
understanding its relevant procedures such as searching for products and information and ordering
through the Website’s
purchasing interface [4]. The more familiar a consumer is with the vendor,
the higher trust the consumer has in the vendor. Hence, our hypothesis is:

H6: The level of consumers’ familiarity with the vendor is
positively related to the level of
consumers’ trust in the ecommerce
vendor.

b
）基于经验的熟悉


消费者对网上 销售党（
FAM
）的熟悉是指消费者与销售实体的相识程度，包括对供应
商的了解以及 对相关程序的了解，如搜索产品和信息，并通过该网站的购买界面订购
[4]
。
顾客对 卖方越熟悉，那顾客对这个卖家的信任度就越高。因此我们推测：


H6:
顾客与卖家的熟悉程度与顾客对卖家的信任度成正比。


III. R
ESEARCH METHODS
A. Measure
The
measures
used
in
this
research
are
mainly
adapted
from
relevant
prior
studies.
15
questionnaire
items
are
developed
and
revised
by
some
experts with
significant
experiences
in
of the items are also revised in accordance with the results of pilot test by 20
e-business consumers. Most of the items are measured using 5-point Likert scale ranged from 1 as
strongly disagree to 5 as strongly agree.

B. Data collection
The
target
group
of
the
online
questionnaire
is
those
consumers
using
e-business website
,
the
leader
of
B2C
e-commerce
in
China.
We
communicated
with
them
by
using
online
chatting
software
and
sent
questionnaires
to

total
of
500
questionnaires
is
distributed and 115 usable responses are generated, resulting in 23%.

III.
研究方法

A.

测量
在这项研究中所使用的措施，主要是采用以前相关的研究。
15
个问卷项目由一些经验丰< br>富的电子商务专家制定和修订。
一些项目也根据
20
个电子商务消费者的测试结 果而改进。
大
部分项目采用由
1
到
5
的
5
点李克特尺度范围，
1
为强烈反对，
5
为非常同意。


B.

数据收集

网上问卷的目标群体是那些使用
B2C< br>电子商务在中国的领导者，淘宝网的消费者。我们
通过网上聊天软件与他们沟通，向他们发出问卷 。总共发出了
500
份问卷，总共收到了
115
份可用的回答，回答率是23%
。



IV. R
ESULTS AND
D
ATA
A
NALYSIS
A. Demographic profile of respondents
Table
I
summarizes
the
demographic
profile
and
descriptive
statistics
of
the
respondents.
The