电子商务领域英文论文原文精编.docVIP

An Empirical Study On Consumer Trust in B2C ecommerce in China Yujie Bao, Yan Li,﹡ Xin Meng, Yuchang Liu, Weiming Wang International College at Beijing China Agricultural University Beijing, China icbliyan@ Abstract—Consumer trust has been more and more recognized as an important factor for a successful e-commerce vendor. Based on the previous research, this paper developed an extended model for analyzing the main attributes of trust of the users in China. A survey regarding the trust of e-commerce users is conducted to empirically test the model. The result shows the perceived reputation and size; the level of multi-channel integration, the system assurance, consumers’ propensity to trust and experienced-based familiarity are all positively related with consumers’ trust in the vendor. The findings may provide the suggestions for the vendors to consider the trustworthy by the consumers. Keywords: e-commerce; consumer trust; China 摘要——对于一个成功的电子商务供应商，消费者信任度已经被越来越多的人认为是一个重要的因素。本文在前人研究的基础上，开发了一个扩展模型分析中国用户的信任的主要属性。一项关于电子商务用户信任度的测试正在进行。结果表明认知的声誉和大小;水平的多通道集成、系统保证,消费者对于卖方的信任度更倾向于那些熟悉的有过交易经验的人。这个发现可以为卖方提供建议去寻找可靠的顾客。 关键词：电子商务；消费者信誉；中国 I. INTRODUCTION E-business (electronic commerce) is described as the process of buying, selling, transferring, or exchanging products, services, and/or information via computer networks,including the Internet. There are many advantages driving the growth of e-commerce in the recent decades. Time saving, a greater variety of choices and cheaper prices are the three main advantages. But like the traditional business, problems emerge as e-commerce becomes more popular. The consumers’ trust in e-commerce is becoming the most significant problem. One of the key factors that make an e-commerce successful is the ability to gain consumer trust. Trust is defined as in this study as a consumer’s positive expectations regarding an e-vendor’s conduct, characterized as faith, confidence and assurance. Trust create positive feelings towards transactions