多维度地解释在电子商务中的消费者信任度研究【外文翻译】.doc

本科毕业设计(论文)
外文翻译
原文:
Interpreting Dimensions of Consumer Trust
in merce
SANDY C. CHEN
University of Nevada, William F. Harrah College of Hotel Administration, Las Vegas, NV 89154, USA
GURPREET S. DHILLON
IS Department, monwealth University, School of Business, Richmond, VA 23284-4000, USA
Abstract. Consumer trust in an vendor is an manding ever more attention. Based on an extensive review of literature, this paper proposes dimensions of trust in an vendor. These petence, integrity and benevolence. Competence refers to pany’s ability to fulfill promises made with the consumers. Integrity suggests that pany acts in a consistent, reliable, and honest manner. Benevolence is the ability of pany to hold consumer interests ahead of its own self-interest and indicates sincere concern for the welfare of the customers. In a further analysis various sources where trust might reside are also identified. Drawing on the literature in marketing and general management, the sources of trust are classified as characteristics of the consumer, the firm, the website and the interaction between the consumer and the firm. Given the dimensions and sources of trust, a path model for developing consumer trust in merce is suggested. This research makes a contribution to the development of a theoretical understanding of trust in merce. Although the concepts presented in this paper can be used to carry out further empirical research, they can also be used by practitioners to identify particular trust characteristics for realizing the potential of business to consumer merce venture.
Keywords: trust, competence, integrity, benevolence, merce
1. Introduction
merce is the sale of products and services over the . Since the transactions take place without personal contact, consumers are generally concerned of the legitimacy of the vendor and authenticity of the product or service. Consequently, consumer trust
in the vendor is an issue of major concern. Trust can be defined as the reliabili