電子商務(wù)領(lǐng)域英文論文原文(編輯修改稿)
2024-07-24 15:46 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 er 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 emerce vendor.a) 信任傾向消費(fèi)者對(duì)信任的傾向通常表現(xiàn)在對(duì)人的信心并且對(duì)待他人采取信任的態(tài)度[12]。受文化背景，個(gè)性類型和以往的經(jīng)驗(yàn)的影響，消費(fèi)者不同固有的信任傾向也不同[2]。這種傾向不是以經(jīng)驗(yàn)或者對(duì)特定的可信黨派的認(rèn)識(shí)，而是親身的經(jīng)驗(yàn)和社會(huì)化的結(jié)果[13] [14][15]?，F(xiàn)有的研究表明，個(gè)人信任傾向?qū)λ说男湃斡兄卮笥绊懟?[12]。因此我們推測(cè)：。b) Experiencebased familiarityA 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 emerce vendor.b）基于經(jīng)驗(yàn)的熟悉 消費(fèi)者對(duì)網(wǎng)上銷售黨（FAM）的熟悉是指消費(fèi)者與銷售實(shí)體的相識(shí)程度，包括對(duì)供應(yīng)商的了解以及對(duì)相關(guān)程序的了解，如搜索產(chǎn)品和信息，并通過(guò)該網(wǎng)站的購(gòu)買(mǎi)界面訂購(gòu)[4]。顧客對(duì)賣(mài)方越熟悉，那顧客對(duì)這個(gè)賣(mài)家的信任度就越高。因此我們推測(cè)： H6:顧客與賣(mài)家的熟悉程度與顧客對(duì)賣(mài)家的信任度成正比。III. RESEARCH METHODSA. MeasureThe 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 ebusiness consumers. Most of the items are measured using 5point Likert scale ranged from 1 as strongly disagree to 5 as strongly agree.B. Data collectionThe target group of the online questionnaire is those consumers using ebusiness website , the leader of B2C emerce in China. We municated 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%.A. 測(cè)量在這項(xiàng)研究中所使用的措施，主要是采用以前相關(guān)的研究。15個(gè)問(wèn)卷項(xiàng)目由一些經(jīng)驗(yàn)豐富的電子商務(wù)專家制定和修訂。一些項(xiàng)目也根據(jù)20個(gè)電子商務(wù)消費(fèi)者的測(cè)試結(jié)果而改進(jìn)。大部分項(xiàng)目采用由1到5的5點(diǎn)李克特尺度范圍，1為強(qiáng)烈反對(duì)，5為非常同意。B. 數(shù)據(jù)收集網(wǎng)上問(wèn)卷的目標(biāo)群體是那些使用B2C電子商務(wù)在中國(guó)的領(lǐng)導(dǎo)者，淘寶網(wǎng)的消費(fèi)者。我們通過(guò)網(wǎng)上聊天軟件與他們溝通，向他們發(fā)出問(wèn)卷?？偣舶l(fā)出了500份問(wèn)卷，總共收到了115份可用的回答，回答率是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 (%) and 54 females (%). The gender percentage of the China respondents is very parable to the result of CNNIC [16], which reported that % 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 % of the respondents is higher than junior college(including junior college). What’s more, % of the respondents spend more than 2 hours per day on Internet.TABLE I. DEMOGRAPHIC PROFILE OF RESPONDENTSIV. 結(jié)果和數(shù)據(jù)分析A． 回答者的狀況表I概括了受訪者的個(gè)人資料和描述性統(tǒng)計(jì)。這項(xiàng)目包括61名男性（％）和54位女性（％）。中國(guó)受訪者的性別比例與中國(guó)互聯(lián)網(wǎng)絡(luò)信息中心[16]的結(jié)果相媲美，報(bào)告說(shuō)2009年，％的調(diào)查對(duì)象是男性。除此之外，大多數(shù)的回答者的年齡分布在15歲到30歲。而且，我們的回答者大多數(shù)是受過(guò)良好教育的。％的受訪者的教育水平高于大專（含大專）。更值得一提的是，％的受訪者每天超過(guò)2小時(shí)花費(fèi)在互聯(lián)網(wǎng)上。B. Reliability and ValidityAs mentioned, the pilot test and the experts’ revision were conducted to improve the validity. SPSS was used for statistical analysis. Reliability was examined using Cronbach’s 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 , which is surprisingly high to show that 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 trust are bigger than 4 and are very close to the mean of the intention to purchase, w
環(huán)評(píng)公示相關(guān)推薦
鄂ICP備17016276號(hào)-1