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Effects of specialization in computers, web sites, and web agents on e-commerce trust

机译：计算机，网站和Web代理的专业化对电子商务信任的影响

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摘要

Suppose you went shopping online for wines and visited several sites, each recommending particular reds and whites. Which kind of site are you likely to trust morecostco.com or wine.com? The specialization implied by the latter suggests more expertise in the domain of wines. Does it mean that you are more likely to purchase wines recommended by sites such as wine.com and vintagecellars.com.au than those recommended by generalist sites such as costco.com and samsclub.com? Our study attempts to answer this question by experimentally investigating how specialization in media technology (specifically, web agent, web site, and computer) influences individuals' perception and attitudes towards sources in online communication, particularly consumer trust and purchase behaviors in e-commerce. All subjects (N=124) went to a specially constructed online site with a virtual shopping cart for a wine-purchasing task, as part of a 2 (specialist vs. generalist web agent)×2 (specialist vs. generalist web site)×2 (specialist computer vs. generalist computer) between-subjects experiment. Results indicate significant main effects and interactions of the agent, site, and computer specialization on trust and purchase decision time. Theoretical and practical implications are discussed.
机译：假设您去网上购物葡萄酒并访问了几个站点，每个站点都推荐特定的红色和白色。您可能会信任哪种网站morecostco.com或wine.com？后者所隐含的专业化表明了在葡萄酒领域的更多专业知识。这是否意味着您比wineco.com和samsclub.com等通才网站推荐的葡萄酒更有可能购买wine.com和vintagecellars.com.au等网站推荐的葡萄酒？我们的研究试图通过实验性研究媒体技术（特别是Web代理，网站和计算机）的专业化如何影响个人对在线交流资源（尤其是电子商务中的消费者信任和购买行为）的看法和态度来回答这个问题。所有受试者（N = 124）进入一个专门构建的带有虚拟购物车的在线网站来完成葡萄酒购买任务，这是2（专家vs.通才Web代理）×2（专家vs.通才Web站点）×的一部分2（专家计算机与通才计算机）受试者之间的实验。结果表明代理，站点和计算机专业化对信任和购买决策时间的重大影响和交互作用。讨论了理论和实践意义。

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