外文翻譯--網(wǎng)站設(shè)計(jì)中消費(fèi)者的信任與不信任問題的研究（節(jié)選）

1、<p>　　中文3050字,1400單詞，8600英文字符</p><p>　　出處：Ou C X, Sia C L. Consumer trust and distrust: An issue of website design[J]. International Journal of Human-Computer Studies, 2010, 68(12):913-934.</p>&

2、lt;p><b>　　外文文獻(xiàn)</b></p><p>　　Consumer trust and distrust: An issue of website design</p><p>　　Carol Xiaojuan Ou ,Choon Ling Sia</p><p><b>　　Abstract </b&

3、gt;</p><p>　　Researchers have long speculated about the distinction between trust and distrust, yet the majority of studies on trust have treated them as essentially the same construct on opposite ends of a

4、continuum. In order to resolve this ambiguity, we propose a theoretical framework to investigate the antecedents and influences of trust and distrust in the online shopping context, relying on the literature of website d

5、esign and consumer trust, ambivalence theories, as well as emerging studies on distrus</p><p>　　Keywords: Consumer trust; Distrust; Website design; Functional perception (FP); Motivating perception (MP)</

6、p><p>　　1. Introduction</p><p>　　Consumer trust in the virtual environment has been extensively investigated in the past decade. However, little attention has been paid to trust's counterpart,

7、distrust. The lack of investigation is largely due to a commonly held assumption that trust and distrust are two sides of the same coin. Consequently, evidence of high trust has typically been regarded as equivalent to l

8、ow distrust, and the antecedents and outcomes of trust have been treated as the converse of those of distrust. Recently,</p><p>　　In the context of website design and online purchasing behavior, the extant l

9、iterature focuses on the effect of website design on trust building, but little research to date has modeled the impact of website design on the formation of distrust and its subsequent effect on consumers' buying in

10、tention. This might have also biased the estimation of the role of website design in consumer behavior. For online consumers, it is easy to switch from one website to another. The complexity of the virtual w</p>&

11、lt;p>　　If indeed distrust and trust can be treated separately, an investigation into how they form and co-exist in online consumers' perception and behavior requires both theoretical and practical studies. Trust i

12、s regarded as a positive-valent belief that compels involved parties, such as online consumers in this research context, to take actions (such as buying) even with the exposure of risk; while distrust is a negativevalent

13、 belief that leads to protective actions to reduce risk (Luhmann, 1979). T</p><p>　　Nevertheless, to the best of our knowledge, no research simultaneously links and empirically tests trust, distrust and the

14、effects of website design in a single model. Grounded on ambivalence theories, especially Oliver's (1997) three-factor framework, this study attempts to empirically test the distinction between trust and distrust, co

15、nsidering that they are induced by different website-design factors and have asymmetrical effects on buying intention in the online shopping context.</p><p>　　Following the introduction, we first explain amb

16、ivalence theories in order to understand the nature of the relationship between trust and distrust. Then we include various website-design factors as antecedents, and buying intention as the outcome in the framework of t

17、rust and distrust in Section 3. The methodology and data analysis are described in Sections 4 and 5, respectively. We discuss the results in Section 6 and conclude this study in the final section.</p><p>　　2

18、. Deliberating trust and distrust</p><p>　　Normatively, scholars generally consider trust to be ‘‘good'' or ‘‘positive,'' while distrust is ‘‘bad'' or ‘‘negative.'' In an orga

19、nizational study, Lewicki et al.'s (1998) trust and distrust framework describes how trust in the work place could be characterized by hope, faith, assurance, confidence, and initiative, whereas distrust could be cha

20、racterized by fear, skepticism, cynicism, wariness, and watchfulness. In an influential study investigating online consumers' trust, scholars suggest ‘‘</p><p>　　Ambivalence research theorizes that, even

21、 in the same relationship, individuals experience different encounters with different intentions, and these lead to different outcomes; therefore a relation often contains simultaneously positive and negative evaluative

22、processes in individuals (Cacioppo and Berntson, 1994). Interestingly, even though physical constraints may restrict behavioral manifestations to bivalent actions (for example, approach–withdrawal as the behavioral manif

23、estation of trust–d</p><p>　　Herzberg et al.'s (1967) study clearly indicates that the factors contributing to employees' positive and negative job attitudes are distinct. They label the factors invo

24、lved in an unhealthy psychological work environment as hygiene factors, for they act to prevent the development of employees' negative feelings at work (Herzberg et al., 1967). Herzberg and his colleagues argue that

25、when these factors deteriorate to a level below which the employee considers acceptable, bad feelings ensue. In la</p><p>　　In contrast to hygiene perception, Herzberg et al. (1967) suggest that motivation i

26、s the other source of attitudes toward work, and motivating factors are those ‘‘job factors [that] reward the needs of the individual to reach his aspirations'' (p. 114) and thus formulate an employee's posit

27、ive feelings toward work. They claim, ‘‘these effects on the individual can be conceptualized as an actuating approach rather than avoidance behavior. Since it is in the approach sense that the term motivation</p>

28、<p><b>　　譯文：</b></p><p>　　網(wǎng)站設(shè)計(jì)中消費(fèi)者的信任與不信任問題的研究</p><p><b>　　摘要 </b></p><p>　　研究人員對(duì)信任和不信任之間的區(qū)別已經(jīng)開展了很久的探討，然而，大多數(shù)有關(guān)信任的研究都將兩者視為構(gòu)成同一種事物的兩個(gè)互相對(duì)立的極端。為了解決這種不明確性，

29、我們基于網(wǎng)站設(shè)計(jì)、消費(fèi)者信任、矛盾理論以及最近興起的工作環(huán)境中的不信任等方面的文獻(xiàn)，提出了一個(gè)理論框架來探討網(wǎng)購(gòu)環(huán)境中消費(fèi)者產(chǎn)生信任或不信任的內(nèi)因和影響。研究結(jié)果表明，信任和不信任是兩個(gè)可以分割的、獨(dú)立的概念，因?yàn)樗鼈兙哂胁煌恼J(rèn)知，對(duì)產(chǎn)生后果的前因及影響也各不相同。值得注意的是，調(diào)查結(jié)果顯示，特定的網(wǎng)站設(shè)計(jì)屬性對(duì)消費(fèi)者的信任和不信任的形成起到了獨(dú)特的作用。結(jié)果中還向網(wǎng)站設(shè)計(jì)和管理人員推薦了一些可以對(duì)網(wǎng)站設(shè)計(jì)屬性進(jìn)行優(yōu)化調(diào)整的新方法。&

30、lt;/p><p>　　關(guān)鍵詞:消費(fèi)者的信任，不信任，網(wǎng)站設(shè)計(jì)，功能知覺，激勵(lì)知覺</p><p><b>　　1.簡(jiǎn)介</b></p><p>　　在過去的十年里，消費(fèi)者在虛擬環(huán)境中的信任問題已經(jīng)得到了廣泛的研究。然而，卻很少有人去關(guān)注信任的對(duì)等面——不信任。造成這一方面的調(diào)研極大匱乏的主要原因在于人們普遍地持有一種假設(shè)，即信任和不信任只不過是同

31、一枚的硬幣的兩面。正因此，當(dāng)信任度高得以證實(shí)時(shí)便被理所當(dāng)然地被等價(jià)成了不信任度低，信任的前因和后果便被看作成不信任的倒逆。然而，對(duì)這種假設(shè)所發(fā)起的挑戰(zhàn)已經(jīng)在最近興起。一些學(xué)者認(rèn)為，不信任和信任相比在構(gòu)造層面上具有質(zhì)的不同(列維奇等，1998；麥克奈特等，2004)。殊途同歸地，神經(jīng)科學(xué)理論和功能神經(jīng)成像工具(迪莫克等，2007)表明，信任和不信任這兩者與大腦關(guān)聯(lián)的認(rèn)知部位是不同的：信任與腦部的尾狀核和內(nèi)側(cè)前額葉皮層有關(guān)，而不信任卻和腦部

32、的垂體和右側(cè)島皮層有關(guān)。這些研究表明了信任和不信任并存的可能性。對(duì)于它們的影響程度而言，不信任并非簡(jiǎn)單的意味著信任的降低，它可能更直接地對(duì)消費(fèi)者的消費(fèi)決策產(chǎn)生消極的影響。如果不信任是獨(dú)立存在的并且具有顯著的能效，那么忽略不信任這一重要變量的研究可能會(huì)對(duì)消費(fèi)行為的判斷產(chǎn)生偏差。不管怎樣，關(guān)于不信任的機(jī)理是如何形成的以及其所造成的后果是如何有別于信任的等這些方面</p><p>　　在關(guān)于網(wǎng)站設(shè)計(jì)和網(wǎng)購(gòu)行為這方面的現(xiàn)

33、存文獻(xiàn)中，大部分的研究重點(diǎn)為網(wǎng)站設(shè)計(jì)在消費(fèi)者的信任形成過程中的影響，但迄今卻少有研究網(wǎng)站設(shè)計(jì)如何影響不信任的形成以及它對(duì)消費(fèi)者購(gòu)買意圖產(chǎn)生的后續(xù)影響。這可能也會(huì)對(duì)網(wǎng)站設(shè)計(jì)在消費(fèi)行為中的作用的估計(jì)產(chǎn)生偏差。對(duì)于網(wǎng)上消費(fèi)者而言，他們從一個(gè)站點(diǎn)切換到另一個(gè)站點(diǎn)是一件很容易的事。虛擬世界以及不可見的、未知的在線業(yè)務(wù)的復(fù)雜性不僅需要消費(fèi)者對(duì)此進(jìn)行信任，也需要他們減少不信任。</p><p>　　如果信任和不信任確實(shí)可以區(qū)分

34、，那么要弄清楚它們?cè)诰W(wǎng)購(gòu)者的認(rèn)知和行為中是如何形成和共存的，需要同時(shí)進(jìn)行理論和實(shí)踐兩方面的研究。信任被視為一個(gè)可以推進(jìn)相關(guān)事物發(fā)展的積極的價(jià)值信念，正如本次調(diào)研中那些在線消費(fèi)者那樣，即使暴露在風(fēng)險(xiǎn)當(dāng)中，他們也會(huì)采取購(gòu)買之類的行動(dòng)；而不信任是消極的價(jià)值信念，它會(huì)導(dǎo)致防御行為的產(chǎn)生以此來降低風(fēng)險(xiǎn)（盧曼，1979）。信任和不信任兩者的結(jié)合往往具有簡(jiǎn)化決策過程、保持消費(fèi)者認(rèn)知功能的潛在作用。為促使消費(fèi)者進(jìn)行網(wǎng)上采購(gòu)，供應(yīng)商需要仔細(xì)優(yōu)化自己的網(wǎng)站

35、屬性，往往一個(gè)屬性的變化便可能會(huì)導(dǎo)致某一消費(fèi)行為做出相應(yīng)的改變，可借此來培養(yǎng)消費(fèi)者的信任同時(shí)減少他們的不信任。因此，到底信任和不信任是像之前的研究普遍認(rèn)為的那樣，是一個(gè)統(tǒng)一體的兩極，還是實(shí)際上為兩種不同的建構(gòu)，將會(huì)給網(wǎng)站的設(shè)計(jì)和管理帶來顯著的影響和變化。如果它們被證實(shí)具有相同的構(gòu)造，那么調(diào)整網(wǎng)站的同一個(gè)屬性便足以同時(shí)提高網(wǎng)站的信任、降低網(wǎng)站的不信任；但是，如果它們是兩個(gè)不同的構(gòu)造，那么網(wǎng)站需要管理多套不同的屬性方案，以此來提高信任或者降

36、低不信任。</p><p>　　不過，據(jù)我們所知，并沒有任何研究明確地提出或測(cè)驗(yàn)信任、不信任它們以及在單一網(wǎng)站設(shè)計(jì)模式下的能效?？紤]到它們是由不同的網(wǎng)站設(shè)計(jì)因素引起的，并且會(huì)對(duì)網(wǎng)購(gòu)者的購(gòu)買意向產(chǎn)生影響，我們基于矛盾理論，特別是奧利弗的（1997）三要素框架理論，通過此次的研究將嘗試實(shí)證性地檢驗(yàn)信任和不信任之間的區(qū)別。</p><p>　　在文章的介紹部分之后，我們會(huì)先闡述一下矛盾理論，以便

37、了解信任和不信任兩者之間本質(zhì)聯(lián)系。在隨后的第三部分中，我們將在信任與不信任的框架之下涉及到作為誘因的各種網(wǎng)站設(shè)計(jì)因素，以及作為結(jié)果的購(gòu)買意向。第4部分和第5部分將會(huì)描述這一研究的數(shù)理統(tǒng)計(jì)和數(shù)據(jù)分析方法。最終的研究結(jié)果和研究總結(jié)將被安排在第6部分中。</p><p>　　2.辨析信任和不信任</p><p>　　通常情況下，學(xué)者們普遍認(rèn)為信任是‘好’的或‘積極’的，而不信任是‘壞’的或‘消極

38、’的。在一次團(tuán)體性的研究中，信任與不信任框架描述了信任是如何在工作場(chǎng)所中被特征化為‘希望’、‘信念’、‘保證’、‘信心’和‘主動(dòng)性’的；與此同時(shí)，不信任被特征化成‘恐懼’、‘懷疑’、‘玩世不恭’、‘謹(jǐn)慎’和‘警惕’等。在一個(gè)很有影響力的對(duì)網(wǎng)上消費(fèi)者信任情況的調(diào)查研究中，學(xué)者建議“措辭消極的選項(xiàng)被劃歸到不信任因素當(dāng)中；但在概念上，信任與不信任是獨(dú)立分開的；而措辭完全積極的選項(xiàng)被劃歸到信任因素中”（麥克奈特等，2002，第341頁(yè)）。由此可

39、見，信任和不信任的討論可以追溯到用于研究積極價(jià)值觀和消極價(jià)值觀的態(tài)度表現(xiàn)的矛盾心理理論。</p><p>　　矛盾心理理論研究指出，即使在相同的關(guān)系中，不同的意識(shí)傾向的個(gè)體會(huì)經(jīng)歷到不同的遭遇，并導(dǎo)致不同的結(jié)果；因此，個(gè)體間的聯(lián)系通常會(huì)同時(shí)包含積極的和消極的評(píng)價(jià)過程。有趣的是，即使生理方面的行為表現(xiàn)也會(huì)出現(xiàn)二元化（例如，接收和撤回是信任的不信任行為的表現(xiàn)），心理評(píng)估可以包括正反兩方面的進(jìn)程（卡西奧普和貝恩特松，19

40、94；佩蒂等人，1997）。因此，矛盾理論強(qiáng)調(diào)的是積極態(tài)度和消極態(tài)度的反應(yīng)，不應(yīng)該簡(jiǎn)單的概括成為單一的一種選擇（沃森和特勒根，1985）。更為具體地說，在工作場(chǎng)所中的二元因素理論（赫茲伯格等，1967）與常規(guī)的關(guān)于產(chǎn)品評(píng)估的三要素框架（奧利弗，1997）一起為調(diào)查積極價(jià)值態(tài)度和消極價(jià)值態(tài)度的各種形成因素的研究提供了一個(gè)明確的方向。</p><p>　　赫茨伯格等人的研究（1967）清楚地表明了引起員工產(chǎn)生積極或消

41、極工作態(tài)度的因素是不同的。為了預(yù)防員工在工作當(dāng)中產(chǎn)生消極情緒，他們將那些對(duì)心理產(chǎn)生不健康影響的相關(guān)工作環(huán)境因素做出了標(biāo)記，視之為保健因素（赫茲伯格等，1967）。赫茨伯格和他的同事們認(rèn)為，當(dāng)這些因素惡化到超出員工心理可以接受的范圍時(shí)，壞心情便會(huì)隨之而來。在隨后的相關(guān)研究中，學(xué)者們（奧古斯丁和辛格，2005；奧利弗，1997）又將保健認(rèn)知概念擴(kuò)展到了消費(fèi)領(lǐng)域中，指出保健因素與消費(fèi)者對(duì)產(chǎn)品功能的認(rèn)知有關(guān)。</p><p&

42、gt;　　與保健認(rèn)知概念相反，赫茨伯格等人（1967）認(rèn)為動(dòng)機(jī)是工作態(tài)度的另一來源，“激勵(lì)因素是那些能夠激發(fā)個(gè)人需要，滿足個(gè)人愿望的工作因素”（第114頁(yè)），因此它能驅(qū)使員工對(duì)工作產(chǎn)生積極態(tài)度。他們聲稱，這些對(duì)個(gè)人的影響作用可以概念化為內(nèi)在驅(qū)動(dòng)而非被動(dòng)回避。由于動(dòng)機(jī)通常被用于目標(biāo)激勵(lì)的過程中，我們指定這種工作因素為激勵(lì)因素（赫茲伯格等，1967年，第114頁(yè)）。近來的基于激勵(lì)認(rèn)知概念的研究（奧利弗，1997；奧古斯丁和辛格，2005）結(jié)

43、果表明，動(dòng)機(jī)推動(dòng)著社會(huì)關(guān)系和經(jīng)濟(jì)貿(mào)易的發(fā)展。奧利弗（1997）將產(chǎn)品的屬性（即產(chǎn)品特性）更為具體地劃分為三類：基本屬性，二重屬性，心理附加屬性?；緦傩允亲畋举|(zhì)的、未經(jīng)加工的屬性，若基本屬性存在缺陷則會(huì)造成消費(fèi)者的負(fù)面情緒。二重屬性是起著承上啟下作用的屬性，可以同時(shí)給消費(fèi)者帶來積極影響和消極影響，提供兩者的中間值。心理附加屬性意味著可以滿足消費(fèi)者的超越于基本屬性之上的需求，它可以轉(zhuǎn)化為用戶的熱衷。奧利弗（1997年）的研究清晰地展示了不