多維度地解釋在電子商務中的消費者信任度研究【外文翻譯】

1、本科畢業(yè)設計（論文）外文翻譯原文：原文：InterpretingDimensionsofConsumerTrustinECommerceSYC.CHENUniversityofNevadaWilliamF.HarrahCollegeofHotelAdministrationLasVegasNV89154USAGURPREETS.DHILLONISDepartmentVirginiaCommonwealthUniversitySchool

2、ofBusinessRichmondVA232844000USAAbstract.ConsumertrustinanIntervendisanissuecommingevermeattention.BasedonanextensivereviewofliteraturethispaperproposesdimensionsoftrustinanIntervend.Thesearecompetenceintegritybenevolenc

3、e.Competencereferstoacompany’sabilitytofulfillpromisesmadewiththeconsumers.Integritysuggeststhatacompanyactsinaconsistentreliablehonestmanner.Benevolenceistheabilityofacompanytoholdconsumerinterestsaheadofitsownselfinter

4、estindicatessincereconcernfthewelfareofthecustomers.Inafurtheranalysisvarioussourceswheretrustmightresidearealsoidentified.Drawingontheliteratureinmarketinggeneralmanagementthesourcesoftrustareclassifiedasacteristicsofth

5、econsumerthefirmthewebsitetheinteractionbetweentheconsumerthefirm.GiventhedimensionssourcesoftrustapathmodelfdevelopingconsumertrustinEcommerceissuggested.Thisresearchmakesacontributiontothedevelopmentofatheeticalunderst

6、ingoftrustinEcommerce.AlthoughtheconceptspresentedinthispapercanbeusedtocarryoutfurtherempiricalresearchtheycanalsobeusedbypractitionerstoidentifyparticulartrustacteristicsfrealizingthepotentialofbusinesstoconsumerEcomme

7、rceventure.Keywds:trustcompetenceintegritybenevolenceEcommerce1.IntroductionEcommerceisthesaleofproductsservicesovertheInter.Sincethetransactionstakeplacewithoutpersonalcontactconsumersaregenerallyconcernedofthelegitimac

8、yofthevendauthenticityoftheproductservice.fmthattrusttakes.AlthoughRousseauetal.’sconceptionoftrusthasbeenwellreceivedbymanyauthsthereareotherswhohavearguedthatthisdefinitionistooabstracttobeusefulfconceptualempiricalwkc

9、alledfspecifyingthedomainconnotativemeaningofthetrustconstructinthecontextofacertaindiscipline.Thisinheritednatureinmostdefinitionsoftrusthasresultedintwostreamsofinsight:onegroupofscholarsinsistthattrustconstructbemeasu

10、redbyonesingledimensionsuchasreliabilitywhiletheothergroupofscholarscontendthatthetrustconstructismultidimensional.OtherresearchersproposingdimensionsoftrustincludeMganHuntwhosuggesttrusttobecomposedofreliabilityintegrit

11、yZaheeretal.whoconsidertrustbeingfmedthroughreliabilityhonestypredictability.Clearlytrustisamultidimensionalconstruct.assuggestedintheliteraturecompetencebenevolenceintegrityaretherecurringthemesinestablishingtrustdimens

12、ions.Inthecontextofabusinesstoconsumerexchangethenotionofcompetenceincludesacompany’sabilitytofulfillitspromisescommunicatedtoconsumers.Integritysuggeststhatacompanyactsinaconsistentreliablehonestmannerwhenfulfillingitsp

13、romises.Benevolenceistheprobabilityacompanyholdsconsumers’interestsaheadofitsownselfinterestindicatessincereconcernfthewelfareofthecustomers.Accdinglyweconceptualizethreedistinctdimensionsoftrust–competenceintegritybenev

14、olence–thatvaryindependentlybutareinterrelatedjointlycontributetooverallconsumertrust.2.1.OveralltrustResearchersagreethatinarelationshiponepartytendstohaveoveralltrusttowardtheother.Overalltrustreferstogeneraltrustwhich

15、isnotrelatedtoaspecificbehavioftheotherpartyanycomponentoftrust.Howevertheliteraturealsosuggeststhattrusthasadynamicratherthanstaticnature.Trustchangesovertime:developingbuildingdeclininghencehasdifferentlevelsunderdiffe

16、rentconditions–theperceivedlevelofriskinterdependencebetweentwoparties.Theleveloftrustcanchangeovertimewiththevariationsofperceivedriskinterdependence.Thusmanymechanismsoftrustbuildinghavebeenproposedcrespondingtothispro

17、cess.Researchershaveconceptualizedoveralltrustintodistinctlevels.Thisleveloftrustrepresentsarelativelystrongbondingbetweentwopartiesispracticalfanexchangerelationshipidentificationbasedtrustwhichisbasedonsharedinterestsv

18、alues.Thisisthestrongestfmoftrustleastfragiletochangingenvironments.Thisfmoftrustisconsideredtobetooidealtobetruefanexchangerelationship.SheppardShermanconceptualizedtrustasfourdistinctderedfms:shallowdependenceshallowin

19、terdependencedeepdependencedeepinterdependence.BarneyHansenidentifiedthreefmsoftrust:weaksemistrongstrongstatedthateachfmcancreatestrategicadvantagesfafirmwhenappliedappropriately.InexaminingconsumertrustinEcommerceweado