最新中国B2C电子商务中消费者信任的实证研究.docx
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最新中国B2C电子商务中消费者信任的实证研究.docx
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最新中国B2C电子商务中消费者信任的实证研究
中国B2C电子商务中消费者信任的实证研究
AnEmpiricalStudyOnConsumerTrustinB2Cecommerce
inChina
ABSTRACT
Consumertrusthasbeenmoreandmorerecognizedasanimportantfactorforasuccessfule-commercevendor.Basedonthepreviousresearch,thispaperdevelopedanextendedmodelforanalyzingthemainattributesoftrustoftheusersinChina.Asurveyregardingthetrustofe-commerceusersisconductedtoempiricallytestthemodel.Theresultshowstheperceivedreputationandsize;thelevelofmulti-channelintegration,thesystemassurance,consumers’propensitytotrustandexperienced-basedfamiliarityareallpositivelyrelatedwithconsumers’trustinthevendor.Thefindingsmayprovidethesuggestionsforthevendorstoconsiderthetrustworthybytheconsumers.
KEYWORDS
E-commerce;consumertrust;China
I.INTRODUCTION
E-business(electroniccommerce)isdescribedastheprocessofbuying,selling,transferring,orexchangingproducts,services,and/orinformationviacomputernetworks,includingtheInternet.Therearemanyadvantagesdrivingthegrowthofe-commerceintherecentdecades.Timesaving,agreatervarietyofchoicesandcheaperpricesarethethreemainadvantages.Butlikethetraditionalbusiness,problemsemergease-commercebecomesmorepopular.Theconsumers’trustine-commerceisbecomingthemostsignificantproblem.Oneofthekeyfactorsthatmakeane-commercesuccessfulistheabilitytogainconsumertrust.
Trustisdefinedasinthisstudyasaconsumer’spositiveexpectationsregardingane-vendor’sconduct,characterizedasfaith,confidenceandassurance.Trustcreatepositivefeelingstowardstransactionswithwebretailers,andthusisconsideredasoneofthemajormechanismstoreduceperceptionsofbehavioraluncertaintyrelatedtoactionsofwebretailers[7].Thisresearchisfocusedonexaminingtheinfluentialfactorsofconsumertrustbyempiricalexperimentationtoprovideabasisfore-commercevendorstoimprovetheirbusinesses.
II.LITERATUREREVIEW,RESEARCHMODELAND
HYPOTHESES
Trustisanimportantfactorinmanysocialandeconomicactivities.InthecontextofInternetbusiness,trustiscriticalbecauseofthenatureandalsothelimitationsofonlinebusiness—theinvisibilityofthetransactionprocess,thephysicalseparationbetweenbuyersandsellers,thephysicalseparationbetweenbuyers[1].Theselimitationscausegreateruncertaintythatallconsumerstrytoavoidwhenmakinganypurchasedecisions.
Inpriorresearch,Mayer[2]proposedamodelincorporatingbothatrustingparty(trustor)andapartytobetrusted(trustee).Theydiscussedthetrustor’sperceptionaboutthetrustees’characteristics.Jarvenpaa[3]examinedwhethercustomers’perceptionsaboutthereputationandsizeofanInternetstoreaffecttheirtrustinthestoreandBendolyexaminedthechannelintegrationonconsumer’sloyaltytoamulti-channelfirm.
Someofthepreviousresearchidentifiedandexaminedthetrustintermofonesingleaspectofthetrusteesandtrustorsrespectively.Ourresearchdevelopsaresearchmodelbyinvolvingtheattributesallvariablesfrombothaspectsoftrustorsandtrustees.AsshowninFigure1,theconsumer’strustismainlyinfluencedbyperceivedreputationandsize,multichannelintegration,systemassurance,consumerfeedbackmechanism,propensitytotrustandexperience.
A.Characteristicsoftrustees(e-commercevendors)
a)Perceivedreputationandsize
Researchintraditionalindustrialbuyer-sellerrelationshipsrevealedthatbuyer’sperceptionsofseller’sreputationandsizearethefactorsoftrustworthiness[4].
Reputationisdefinedastheextenttowhichbuyersbelieveasellerisprofessionallycompetentorhonestandbenevolent.Reputationisvulnerablebecauseitishardertoformareputationthantoloseit[6].Forinstance,duetotheSanlumilkpowderevent,customersshowedgreatdecreaseintrustindomesticmilkpowderproducers.
DoneyandCannon[5]definedaseller’ssizeasitsoverallsizeandmarketshareposition.Sizecouldindicatemanythings.Secondlargesizemeansthebusinessisrecognizedbyalargepopulationofcustomers,whichgivesthepotentialcustomersasignalthatthebusinessisreliable.Sowehypothesizethat:
H1.Theperceivedreputationandsizeofe-commercevendorispositivelyrelatedtothelevelconsumers’trustinthevendor.
b)Multi-channelintegration
DanielandWilson[8]identifiedintegrationacrosschannelstoenablemulti-channelserviceasoneofthekeydynamiccapabilitiesnecessaryfore-businesstransformation.Afullyintegratedchannelalsoenablesthevendortoprovideacustomizedserviceinthemostsatisfiedwayforthecustomers,whichinreturnwillincreasecustomer’sconfidenceintheirshoppingexperience,thuswillincreasetheirtrustinthevendor.Thereforeourhypothesisis:
H2.Thelevelofmulti-channelintegrationofanecommercevendorispositivelyrelatedtothelevelofconsumers’trustinthevendor.
c)Systemassurance
Systemassuranceisdefinedasthedependabilityandsecurityofavendor’sonlinetransactionsystem,whichenablestransactionsthroughtheInternet,besecureandsuccessful[1].Awell-establishedsecuritysystemlaysasolidfoundationforasuccessfule-commerce;itindicatesthatconsumers’moneyisguaranteedtobesafe,whichwillconsequentlyincreaseconsumers’trustinthevendor.Hence,itfollows:
H3.Thesystemassuranceofane-commercevendorispositivelyrelatedtothelevelofconsumers’trustinthevendor.
d)Consumerfeedbackmechanism.
Forfirst-timevisitors,otherconsumers’feedbackandattitudesmayworkasanecessaryreferenceinformingattitudejudgment.[9][10][11].Aperfectfeedbackmechanismshouldbeinstantaneous,transparentandhonest.Awell-establishedfeedbackmechanismcangiveconsumersabetterviewofthebusiness,andincreasetheirtrustinthevendor.Sowehypothesizethat:
H4.Aconsumer’sevaluationonthewebsite’sfeedbackmechanismispositivelyrelatedtothelevelconsumers’trustinthevendor.
BCharacteristicsoftrustors.(consumers)
a)Propensitytotrust
Aconsumer’sdispositiontotrustisageneralinclinationtodisplayfaithinhumanityandtoadoptatrustingstancetowardothers[12].Influencedbyculturalbackground,personalitytypeandpreviousexperience,consumersdifferintheirinherentpropensitytotrust[2].Thistendencyisbasednotuponexperienceorknowledgeofaspecifictrustedparty,butisinsteadtheresultofongoinglifelongexperiencesandsocialization[13][14][15].Existingresearchhasrevealedthatanindividual’spropensitytotrusthasamajorinfluenceonhis/orhertrust[12].Hencewehypothesizethat:
H5.Propensitytotrustispositivelyrelatedtothelevelofconsumers’trustinthee-commercevendor.
b)Experience-basedfamiliarity
Aconsumer’sfamiliaritywiththeOnlineSellingParty(FAM)referstotheconsumer’sdegreeofacquaintancewithsellingentity,whichincludestheknowledgeofthevendorandunderstandingitsrelevantproceduressuchassearchingforproductsandinformationandorderingthroughtheWebsite’spurchasinginterface[4].Themorefamiliaraconsumeriswiththevendor,thehighertrusttheconsumerhasinthevendor.Hence,ourhypothesisis:
H6:
Thelevelofconsumers’familiaritywiththevendorispositivelyrelatedtothelevelofconsumers’trustintheecommercevendor.
III.RESEARCHMETHODS
A.Measure
Themeasuresusedinthisresearcharemainlyadaptedfromrelevantpriorstudies.15questionnaireitemsaredevelopedandrevisedbysomeexpertswithsignificantexperiencesinecommerce.Someoftheitemsarealsorevisedinaccordancewiththeresultsofpilottestby20e-businessconsumers.Mostoftheitemsaremeasuredusing5-pointLikertscalerangedfrom1asstronglydisagreeto5asstronglyagree.
B.Datacollection
Thetargetgroupoftheonlinequestionnaireisthoseconsumersusinge-businesswebsiteT,theleaderofB2Ce-commerceinChina.Wecommunicatedwiththembyusingonlinechattingsoftwareandsentquestionnairestothem.Thetotalof500questionnairesisdistributedand115usableresponsesaregenerated,resultingin23%.
IV.RESULTSANDDATAANALYSIS
A.Demographicprofileofrespondents
TableIsummarizesthedemographicprofileanddescriptivestatisticsoftherespondents.Thesubjectsconsist61males(53.04%)and54females(46.96%).ThegenderpercentageoftheChinarespondentsisverycomparabletotheresultofCNNIC[16],whichreportedthat54.2%oftherespondentsweremalesin2009.Inaddition,mostofourrespondentsareagefrom15to30.Moreover,mostofourrespondentsarewelleducated.Theeducationallevelof95.65%oftherespondentsishigherthanjuniorcollege(includingjuniorcollege).What’smore,83.48%oftherespondentsspendmorethan2hoursperdayonInternet.
B.ReliabilityandValidity
Asmentioned,thepilottestandtheexperts’revisionwereconductedtoimprovethevalidity.SPSSwasusedforstatisticalanalysis.ReliabilitywasexaminedusingCronbach’salphavalue.AsshowninTableII,almostallthealphasforthesefactorsaregoodenough,andthealphawhichincludingalltheinfluencingfactorsis0.943,whichissurprisinglyhightoshowthatthetotalperformanceoftheinternalconsistencyforreliabilityoftheresultisgood.
C.Means,StandarddeviationsandCorrelations
Themeans,standarddeviationsandcorrelationsbetweenvariablearepresentedinTableII.Amongallthevariables,mostofthemeansexceptthepropensitytotrustarebiggerthan4andareveryclosetothemeanoftheintentiontopurchase,whichwassimilartotheresultsofstandarddeviation.Wealsocalculatedthecorrelationbetweenallthea
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