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1、外文资料翻译原文部分An Empirical Study On Consumer Trust in B2C ecommercein China(FromShihang/stamp/stamp.jsp?tp=&arnumber=5998404&isnumber=5997898)Yujie Bao, Yan Li,* Xin Meng, Yuchang Liu, Weiming WangInternational College at BeijingChina Agricultural UniversityBeijing, Chin

2、aicbliyanAbstractConsumer 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-comm

3、erce 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

4、findings may provide the suggestions for the vendors to consider the trustworthy by the consumers.Keywords: e-commerce; consumer trust; ChinaI. INTRODUCTIONE-business (electronic commerce) is described as the process of buying, selling, transferring, or exchanging products, services, and/or informat

5、ion 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 mor

6、e 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 consumers positive expectations regarding an e-vendors conduct, characterized

7、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 influentia

8、l factors of consumer trust by empirical experimentation to provide a basis for e-commerce vendors to improve their businesses.II. LITERATURE REVIEW, RESEARCH MODEL ANDHYPOTHESESTrust is an important factor in many social and economic activities. In the context of Internet business, trust is critica

9、l because of the nature and also the limitations of online businessthe 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 pu

10、rchase decisions.In prior research, Mayer 2 proposed a model incorporating both a trusting party (trustor) and a party to be trusted (trustee). They discussed the trustors perception about the trustees characteristics. Jarvenpaa 3 examined whether customers perceptions about the reputation and size

11、of an Internet store affect their trust in the store and Bendoly examined the channel integration on consumers loyalty to a multi-channel firm.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

12、 a research model by involving the attributes all variables from both aspects of trustors and trustees. As shown in Figure 1, the consumers trust is mainly influenced by perceived reputation and size, multichannel integration, system assurance, consumer feedback mechanism, propensity to trust and ex

13、perience.Figure 1. Research Model.A. Characteristics of trustees (e-commerce vendors)a) Perceived reputation and sizeResearch in traditional industrial buyer-seller relationships revealed that buyers perceptions of sellers reputation and size are the factors of trustworthiness 4.Reputation is define

14、d 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 pow

15、der producers.Doney and Cannon 5 defined a sellers 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. S

16、o we hypothesize that:H1. The perceived reputation and size of e-commerce vendor is positively related to the level consumers trust in the vendor.b) Multi-channel integrationDaniel and Wilson 8 identified integration across channels to enable multi-channel service as one of the key dynamic capabilit

17、ies 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 customers confidence in their shopping experience, thus will increase their trust in the vendor.

18、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.c) System assuranceSystem assurance is defined as the dependability and security of a vendors online transaction system, which enables tra

19、nsactions 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 sys

20、tem assurance of an e-commerce vendor is positively related to the level of consumers trust in the vendor.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 mechani

21、sm should be instantaneous, transparent and honest. A well-established feedback mechanism can give consumers a better view of the business, and increase their trust in the vendor. So we hypothesize that:H4. A consumers evaluation on the websites feedback mechanism is positively related to the level

22、consumers trust in the vendor.B. Characteristics of trustors. (consumers)a) Propensity to trustA consumers 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 expe

23、rience, 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 individuals propensity t

24、o 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.b) Experience-based familiarityA consumers familiarity with the Online Selling Party (FAM) refers to the consumers de

25、gree 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 Websites purchasing interface 4. The more familiar a consumer is with the vendor, the higher trust th

26、e 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.III. RESEARCH METHODSA. MeasureThe measures used in this research are mainly adapted from relevant prior studies

27、. 15 questionnaire items are developed and revised by some experts with significant experiences in ecommerce.Some 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

28、 disagree to 5 as strongly agree.B. Data collectionThe target group of the online questionnaire is those consumers using e-business website T, the leader of B2C e-commerce in China. We communicated with them by using online chatting software and sent questionnaires to them.The total of 500 questionn

29、aires is distributed and 115 usable responses are generated, resulting in 23%.IV. RESULTS AND DATA ANALYSISA. Demographic profile of respondentsTable I summarizes the demographic profile and descriptive statistics of the respondents. The subjects consist 61 males (53.04%) and 54 females (46.96%). Th

30、e gender percentage of the China respondents is very comparable to the result of CNNIC 16, which reported that 54.2% of the respondents were males in 2009. In addition, most of our respondents are age from 15 to 30. Moreover, most of our respondents are well educated. The educational level of 95.65%

31、 of the respondents is higher than junior college(including junior college). Whats more, 83.48% of the respondents spend more than 2 hours per day on Internet.TABLE I. DEMOGRAPHIC PROFILE OF RESPONDENTSB. Reliability and ValidityAs mentioned, the pilot test and the experts revision were conducted to

32、 improve the validity. SPSS was used for statistical analysis. Reliability was examined using Cronbachs alpha value. As shown in Table II, almost all the alphas for these factors are good enough, and the alpha which including all the influencing factors is 0.943, which is surprisingly high to show t

33、hat the total performance of the internal consistency for reliability of the result is good.C. Means, Standard deviations and CorrelationsThe means, standard deviations and correlations between variable are presented in Table II. Among all the variables, most of the means except the propensity to tr

34、ust are bigger than 4 and are very close to the mean of the intention to purchase, which was similar to the results of standard deviation. We also calculated the correlation between all the answers of each question and the answers of the question directly related to respondents intention to purchase

35、 which were seen as the consumer trust. And the data of correlation was also shown in table 2. We can find that the correlation data for all the influencing factors are larger than 0.6, which means they have direct positive relation with consumer trust, which proved our hypotheses to be correct.TABL

36、E II. RESULTS OF STATISTICSV. DISCUSSIONOverall our results can support our proposed hypotheses. As shown in our results, we can find that the correlation between consumer trust and all these six factors are bigger than 0.6, which means that all these factors are well positively related to the consu

37、mer trust.The first finding from the result of our research is that even though consumers propensities to trust has a very low means,but the correlation with consumer trust is still very high. The correlations (0.772 and 0.784) in our result show that the positive relationship between the propensity

38、 to trust and consumers trust towards e-vendors really exist. Even though more and more people are not willing to trust others, different people growing process still shaped their different standards to trust and rely, which greatly impact their trust on the e-vendor.To make this finding into practi

39、ces, the vendors can provide more descriptions of the products or services to provide more detailed information.From the results of research, we found that the result of the experience (familiarity) was very similar to the results of other researches that experience (familiarity) has a significantly

40、 positive relationship with consumers trust. Our confidence and trust are closely related to the lifelong socialization process with all the people around. In this way, this result would help the e-vendor a lot if the vendor can provide an impression to the consumers that the system or the trading w

41、ay they use is familiar, and then consumers are likely to relate their experience to the e-vendor, which can greatly increase the consumer trust. Whats more, the e-vendor also can provide detailed flow of the whole trading process to increase consumers familiarities for the e-vendor.By study our res

42、earch reports, we also found that all these 4 factors of trustees (Perceived reputation and size, Multichannel Integration, System Assurance, Consumer feedback mechanism) were well related to consumer trust.Consumer feedback mechanism can reduce consumersperceived risk as they can know other purchas

43、ers opinions toward the e-vendor. The result of the research of Jarvenpaa et al. 3 and Shemwell et al. 17 proved that consumersperceived risk has the negative effect on consumers trust toward vendors. Most respondents supported the idea that if the website could provide more detailed feedbacks, and

44、tried to improve the quality of the information, they would be more willing to purchase from the vendor. In this way, it would be helpful for e-vendors if they can perfect the feedback mechanism and guarantee the quality of the feedback information to show their honesty and good quality.The perceive

45、d reputation and size also showed good relationship with consumers trust. Good reputation gives consumers an impression of honesty, and big size can give consumers an impression of satisfying services, which are very important to build consumer trust. In this way, it is helpful for an e-vendor to pu

46、blicize the successful operation and scale of the website to give the consumers an impression of good reputation and size. Thats why advertisement is a good way to gain consumers trust.Multichannel Integration also has shown its strong relationship with consumers trust by analyzing the results of ou

47、r research. After the survey, we proved our hypotheses, and found the relationship indeed exists. In this way, the e-vendors should provide more detailed information for consumers to contact, and also provide more customized services.Similar to other researches, we also found that system assurance h

48、ad close relationship with consumer trust. Trading with the cooperation of third party and applying more functions to help protect consumers securities can help improve consumers trust which was shown in our research results. In this way, it is necessary for e-vendors to apply secure trading system

49、to win consumer trust. What's more, most of the respondents paid attention to the secure of their private information, so it is also helpful for e-vendors to apply more functions on the protection of consumers private information.As many consumers were afraid of the losses resulting from their o

50、wn mistakes during trading process, so we suggest that the website should provide more detailed directions for new users so that make them feel more confident to buy.VI. CONCLUSIONThe research is to find out what are the main practical factors that can affect consumer trust toward e-business and the

51、 research model is developed to test the main relationships between the influential factors and trust. After the data collection and data analysis, we found all the factors, perceived reputation and size, multichannel integration, system assurance, consumer feedback mechanism, propensity to trust an

52、d experience, all positively affected the trust. Comparing to previous research, our research have some new findings. First, the propensities to trust for some studies were low, but it still had close relationship with consumer trust. Second, our findings would be helpful for e-vendors to develop bu

53、siness strategies coping with the changing market in China.The research also has some limitations such as the volume of respondents is not quite large, the cross-sectional survey was done in 2 months. But the result of our research still can almost confirm our hypotheses to be correct. And we believ

54、e using correlation function is enough to prove our ideas. And we will continue to do the research to confirm the results and try to conduct some practical implications. The research also supported previous researchers achievements and settled foundation for further research.外文资料翻译译文部分中国B2C电子商务消费者信任

55、研究(引自/stamp/stamp.jsp?tp=&arnumber=5998404&isnumber=5997898)包宇杰，李岩，孟鑫，刘裕昌，王伟明中国农业大学北京国际学院icbliyan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

56、寻找可靠的顾客。 关键词：电子商务；消费者信誉；中国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

57、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. 文献综述，研究模型和假说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。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

58、费者对于多渠道公司的忠诚度。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。图1 研究模型.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。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