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首页> 外文期刊>International journal of business data communications and networking >Linking the Popularity of Online Trading with Consumers' Concerns for Reputation and Identity Theft
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Linking the Popularity of Online Trading with Consumers' Concerns for Reputation and Identity Theft

机译：将在线交易的流行与消费者对声誉和身份盗用的关注联系起来

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摘要

Although online trading has its benefits, such as convenience and the ability to compare prices online, there are still many concerns about the integrity of the buyer, the seller and/or the online action service provider (OASP). This paper investigates these relationships via multivariate statistical analysis of a stratified sample of working professionals, resulting in 198 useable questionnaires from an initial sampling frame of over 550 professional personnel from five relatively large Pittsburgh, Pennsylvania, firms. The author found that buyers that felt feedback systems were viable were more willing to engage in online trading activities and pay a premium price for merchandise being sold by a seller with a better reputation, regardless of gender. Customers were especially concerned with the total price, including shipping cost, regardless of gender. In terms of the convenience of payment method, electronic forms were preferred in transacting online trading activities, regardless of age and gender.
机译：尽管在线交易具有其优势，例如便利性和在线比较价格的能力，但是仍然存在许多关于买方，卖方和/或在线行动服务提供商（OASP）的完整性的担忧。本文通过对在职专业人员的分层样本进行多元统计分析来研究这些关系，从宾夕法尼亚州匹兹堡的五家相对较大的公司的550名专业人员的初始抽样框架中得出了198份可用的问卷。作者发现，认为反馈系统可行的买家更愿意参与在线交易活动，并愿意为信誉较好的卖家（无论性别）出售的商品支付高价。客户特别关注总价格，包括运输成本，无论性别如何。考虑到付款方式的便利性，无论年龄和性别，在进行在线交易活动时都首选电子表格。

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