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Risks, trust, and trust building for online shopping.

机译：在线购物的风险，信任和信任建立。

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摘要

Business-to-Customer electronic commerce presents substantial opportunities to businesses even after the recent downturn in the dot-com business. However, the usage rate of online shopping in Hong Kong and worldwide is still very low. Risk perceptions and lack of trust have been identified as two major obstacles to the adoption of online shopping. However, there is paucity of research that investigates the complex relationships among these variables. There are even fewer studies examining the effectiveness of various trust building mechanisms and their interactions. In this thesis, this issue is addressed by developing an integrative research model based upon insights from a number of theoretical perspectives, including the Triandis Model, social exchange theory, Sitkin and Pablo's model of risk behavior, and the risk-return framework, to understand the factors affecting the intention to use online shopping. Some of the previously overlooked variables and relationships, such as risk propensity of customers, facilitating conditions, trust in the transaction medium, and the mediating role of perceived risks, were included in the model. This model elucidates the adoption process of electronic commerce.; Three trust building mechanisms (i.e., third-party certification, reputation, and return policy) and a new construct, perceived process risk, were proposed and examined in this study.; The scenario survey method was used for data collection. 463 usable questionnaires were collected from respondents with diverse backgrounds. The validity and reliability of the newly developed scales for perceived process risks were demonstrated using factor analysis.; Regression results show that all three trust building mechanisms have significant positive effects on trust in the online vendor. Their effects are not simple ones; the different trust building mechanisms interact with one another to produce an overall effect on the level of trust. Path analyses, via structural equation modeling, provide support for the validity and usefulness of the research model in explaining the intention to use online shopping. Seventy-five percent of the variance of the intention is explained by its antecedents. Most of the relationships posited in the model gain support from the data.
机译：企业到客户的电子商务为企业带来了巨大的机遇，即使在最近互联网泡沫不景气之后。但是，香港和世界范围内的在线购物使用率仍然很低。风险感知和缺乏信任已被视为采用在线购物的两个主要障碍。但是，很少有研究调查这些变量之间的复杂关系。检验各种信任建立机制及其相互作用的有效性的研究甚至更少。在本论文中，通过基于多种理论观点的洞察力开发集成研究模型来解决此问题，包括Triandis模型，社会交换理论，Sitkin和Pablo的风险行为模型以及风险回报框架，以了解影响使用网上购物意图的因素。该模型包括一些以前被忽略的变量和关系，例如客户的风险倾向，便利条件，对交易媒介的信任以及感知到的风险的中介作用。该模型阐明了电子商务的采用过程。在这项研究中，提出并研究了三种信任建立机制（即，第三方认证，声誉和退货政策）和一种新的构造，即感知到的过程风险。方案调查方法用于数据收集。从不同背景的受访者那里收集了463份可用问卷。使用因素分析证明了新开发的过程风险感知量表的有效性和可靠性。回归结果表明，所有三种信任建立机制都对在线供应商的信任产生了显着的积极影响。它们的作用不是简单的。不同的信任建立机制相互影响，从而对信任级别产生整体影响。通过结构方程模型进行的路径分析为研究模型在解释使用在线购物的意图方面的有效性和实用性提供了支持。意图变化的百分之七十五由其前因解释。模型中的大多数关系都可以从数据中获得支持。

著录项

  • 作者

    Chang, Man-Kit.;

  • 作者单位

    Chinese University of Hong Kong (People's Republic of China).;

  • 授予单位 Chinese University of Hong Kong (People's Republic of China).;
  • 学科 Business Administration Marketing.
  • 学位 Ph.D.
  • 年度 2003
  • 页码 198 p.
  • 总页数 198
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 贸易经济;
  • 关键词

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