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首页> 外文会议>Fifth Wuhan International Conference on E-Business: Integration and Innovation through Measurement and Management vol.1 >Factor Analysis on Consumers'Trust under B2C Environment
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Factor Analysis on Consumers'Trust under B2C Environment

机译：B2C环境下消费者信任度的因子分析

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摘要

This paper reports an experiment aimed at uncovering main constituents of trust by means of a questionnaire of trust in electronic commerce, which was constituted of 23 items derived from the model of Model of Trust in Electronic Commerce (MoTEC) proposed by Egger. The experiment focused on trust in online retail by having 40 participants evaluate 2 online bookstores and 2 computer stores using the questionnaire. To uncover the main underlying factors, 160 sets of data were collected and a series of factor analyses were conducted. The results indicate that the factors are clearly identifiable as "professionalism", "efficient access to competence-related information" and "perceived risk". Moreover, the validated questionnaire is reduced to 15 items, while retaining a high overall reliability coefficient of 0.9179 and minimizing effects on the explained variance. The 3-factor structure is also shown to allow efficient visualizations of the trust performances of individual websites.
机译：本文报告了一项旨在通过电子商务信任调查表发现信任主要成分的实验，该调查问卷由Egger提出的电子商务信任模型（MoTEC）模型得出的23个项目组成。该实验着重于对在线零售的信任，通过让40名参与者使用问卷评估了2家在线书店和2家计算机店。为了揭示主要的潜在因素，收集了160套数据并进行了一系列因素分析。结果表明，这些因素可以明确地识别为“专业精神”，“有效获取与胜任能力相关的信息”和“感知风险”。此外，经过验证的问卷减少到15个项目，同时保留了0.9179的高总体可靠性系数，并最大程度地减少了对所解释方差的影响。还显示了三要素结构，可以有效地可视化各个网站的信任表现。

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