1、1外文翻译原文ATRUSTMODELFORCONSUMERINTERNETSHOPPINGMATERIALSOURCEINTERNATIONALJOURNALOFELECTRONINCOMMERCEAUTHORMATTHEWKOLEEEFRAIM1ABSTRACTECOMMERCESUCCESS,ESPECIALLYINTHEBUSINESSTOCONSUMERAREA,ISDETERMINEDINPARTBYWHETHERCONSUMERSTRUSTSELLERSANDPRODUCTSTHEYCANNOTSEEORTOUCH,ANDELECTRONICSYSTEMSWITHWHICHTHEY
2、HAVENOPREVIOUSEXPERIENCETHISPAPERDESCRIBESATHEORETICALMODELFORINVESTIGATINGTHEFOURMAINANTECEDENTINFLUENCESONCONSUMERTRUSTININTERNETSHOPPING,AMAJORFORMOFBUSINESSTOCONSUMERECOMMERCETRUSTWORTHINESSOFTHEINTERNETMERCHANT,TRUSTWORTHINESSOFTHEINTERNETASASHOPPINGMEDIUM,INFRASTRUCTURALCONTEXTUALFACTORSEG,SEC
3、URITY,THIRDPARTYCERTIFICATION,OTHERFACTORSEG,COMPANYSIZE,DEMOGRAPHICVARIABLESBASEDONTHERESEARCHMODEL,ACOMPREHENSIVESETOFHYPOTHESESISFORMULATEDANDAMETHODOLOGYFORTESTINGTHEMISOUTLINEDSOMEOFTHEHYPOTHESESARETESTEDEMPIRICALLYTODEMONSTRATETHEAPPLICABILITYOFTHETHEORETICALMODELTHEFINDINGSINDICATETHATMERCHAN
4、TINTEGRITYISAMAJORPOSITIVEDETERMINANTOFCONSUMERTRUSTININTERNETSHOPPING,ANDTHATITSEFFECTISMODERATEDBYTHEINDIVIDUALCONSUMERSTRUSTPROPENSITY2THEPROPOSEDMODELDEPENDEDONTHELITERATURE,THEAUTHORSHAVEDEVELOPEDATHEORETICALMODELFORTHEANTECEDENTSOFTRUSTINCONSUMERINTERNETSHOPPINGBUSINESSTOCONSUMERB2CTHEMODELISS
5、HOWNINFIGURE1THEINDEPENDENTVARIABLESONTHELEFTFALLINTOFOURBROADCATEGORIESFALLINTOFOURBROADCATEGORIESTRUSTWORTHINESSOFTHEINTERNETMERCHANT,TRUSTWORTHINESSOFTHEINTERNETSHOPPINGMEDIUM,INTERNETSHOPPINGCONTEXTUALFACTORS,ANDOTHERFACTORSEG,CONTROLFACTORS,SUCHASSIZEOFINTERNETMERCHANT,DEMOGRAPHICVARIABLES,PRIO
6、RRELATEDEXPERIENCETHEEFFECTOFTHESE2VARIABLESONTHEDEPENDENTVARIABLEOFCONSUMERTRUSTININTERNETSHOPPINGCTISISMODERATEDBYTHETRUSTPROPENSITYOFTHECONSUMERCONCERNEDTHELEVELOFTRUSTPROPENSITYISEXPECTEDTOBEFAIRLYSTABLEOVERTIMEANDCANBEMEASUREDTHEMODELSUGGESTSTHATTHELEVELOFTRUST,WHICHISAPERSONALITYTRAIT,MODERATE
7、STHERELATIONSHIPSBETWEENTHEINDEPENDENTANDDEPENDENTVARIABLESTHEMODELISNOTALLEMBRACINGINTHATITDOESNOTATTEMPTTOCAPTUREEVERYPOSSIBLEANTECEDENTOFTRUSTITISFOCUSEDONCAPTURINGTHEMOSTSIGNIFICANTSETOFTRUSTANTECEDENTS,DERIVEDFROMDIFFERENTLINESOFPREVIOUSRESEARCH,ANDPRESENTINGTHEMASANINTEGRATEDENTITYTHATCANPROVI
8、DEDIRECTIONFOREMPIRICALTESTINGOTHERVARIABLESTHATMIGHTAFFECTTHEMODELEG,EXPERIENCEWITHTHEINTERNET,AGE,GENDERCANBECONTROLLEDINEMPIRICALTESTS21TRUSTWORTHINESSOFINTERNETMERCHANTMANYRESEARCHERSHAVESTUDIEDTHEINFLUENCEOFPERCEIVEDTRUSTWORTHINESSONBUILDINGTRUSTASINDICATEDEARLIER,ABILITY,INTEGRITY,ANDBENEVOLEN
9、CEARECONSISTENTLYRELATEDTOTRUSTINMOSTSTUDIESANDTHUSAREINCLUDEDINTHEPRESENTRESEARCHFRAMEWORKTHESETHREEFACTORSENCOMPASS,ANDREPRESENTDIFFERENTDIMENSIONSOF,THECONCEPTOFREPUTATIONSOMEPOSSIBLEHYPOTHESESFORTHISGROUPOFFACTORSARE3H1THEPERCEIVEDABILITYOFANINTERNETMERCHANTISPOSITIVELYASSOCIATEDWITHCTISH2THEPER
10、CEIVEDINTEGRITYOFANINTERNETMERCHANTISPOSITIVELYASSOCIATEDWITHCTISH3THEPERCEIVEDBENEVOLENCEOFANINTERNETMERCHANTISPOSITIVELYASSOCIATEDWITHCTISSINCETHESEANTECEDENTSAREALLFAIRLYBROAD,ONECANCREATESEVERALSUBHYPOTHESESANDMEASURESFOREACHOFTHEHYPOTHESESWHENUNDERTAKINGARESEARCHDESIGNADDITIONALVARIABLESMAYBEID
11、ENTIFIEDANDWILLBEEMPLOYEDTOCREATENEWHYPOTHESESTRUSTWORTHINESSOFTHEINTERNETSHOPPINGMEDIUMINTHELITERATUREONHUMANCOMPUTERINTERFACEANDERGONOMICS,TRUSTISIDENTIFIEDASAFACTORAFFECTINGHUMANCHOICEOFTHEUSEOFCOMPUTERIZEDSYSTEMSINTERNETSHOPPINGISANACTIVITYTHATNECESSARILYENTAILSPRIMARYINTERACTIONSWITHCOMPUTERSYS
12、TEMSINSOMESENSES,THEINTERNETDEVICEEG,PERSONALCOMPUTER,WEBTVTHATTHECONSUMERINTERACTSWITHISANALOGOUSTOTHESALESPERSONINATRADITIONALSHOPTHEEXTENTTOWHICHCONSUMERSTRUSTTHISCOMPUTERIZEDMEDIUMISLIKELYTOAFFECTTHEIROVERALLTRUSTININTERNETSHOPPINGACCORDINGTOLEEANDMORAY,HUMANTRUSTINANAUTOMATEDORCOMPUTERIZEDSYSTE
13、MDEPENDSONTHREEFACTORS1THEPERCEIVEDTECHNICALCOMPETENCEOFTHESYSTEM,2THEPERCEIVEDPERFORMANCELEVELOFTHESYSTEM,AND3THEHUMANOPERATORSUNDERSTANDINGOFTHEUNDERLYINGCHARACTERISTICSANDPROCESSESGOVERNINGTHESYSTEMSBEHAVIORTHETECHNICALCOMPETENCEOFASYSTEMISITSABILITYTOPERFORMTHETASKSITISSUPPOSEDTOPERFORMPERFORMAN
14、CELEVELINCLUDESSUCHPARAMETERSASSPEED,RELIABILITY,ANDAVAILABILITYTHESETHREEVARIABLESTOGETHERMAYINFLUENCECONSUMERTRUSTINTHEINTERNETSHOPPINGMEDIUMISMSOMEPOSSIBLEHYPOTHESESFORTHISGROUPOFFACTORSAREH4THEPERCEIVEDTECHNICALCOMPETENCEOFTHEISMISPOSITIVELYASSOCIATEDWITHCTISH5THEPERCEIVEDPERFORMANCELEVELOFTHEIS
15、MISPOSITIVELYASSOCIATEDWITHCTISH6THEDEGREETOWHICHACONSUMERUNDERSTANDSTHEWORKINGSOFTHEISMREFERREDTOAS“MEDIUMUNDERSTANDING”ISPOSITIVELYASSOCIATEDWITHCTISAGAIN,SUBHYPOTHESESANDAVARIETYOFMEASURESAREPOSSIBLE,ASWELLASADDITIONALHYPOTHESESRELATEDTOTHISTOPIC22CONTEXTUALFACTORS4ASNOTEDEARLIER,SEVERALCONTEXTUA
16、LFACTORSAREIMPORTANTINTRUSTBUILDINGMOSTNOTEWORTHYARETHEISSUESOFSECURITYANDPRIVACY,WHICHCANBEPROTECTEDBYPUBLICKEYENCRYPTIONPKISYSTEMSANDTHERELATEDSSLANDSETPROTOCOLSALSOIMPORTANTARETHIRDPARTYCERTIFICATION,ESCROW,ANDINSURANCESERVICESSOMEPOSSIBLEHYPOTHESESFORTHISGROUPOFFACTORSAREH7THEPERCEIVEDEFFECTIVEN
17、ESSOFTHIRDPARTYCERTIFICATIONBODIESCERTIFICATIONEFFECTIVENESSISPOSITIVELYASSOCIATEDWITHCTISH8THEPERCEIVEDEFFECTIVENESSOFPUBLICKEYSECURITYINFRASTRUCTURESECURITYEFFECTIVENESSISPOSITIVELYASSOCIATEDWITHCTISAGAIN,SUBHYPOTHESESANDAVARIETYOFMEASURESAREPOSSIBLE,ASWELLASADDITIONALHYPOTHESESRELATEDTOTHISTOPIC2
18、3OTHERFACTORSTHISGROUPINCLUDESFACTORSTHATDONOTFITTHEPRECEDINGCATEGORIESBUTMAYHAVEABEARINGONCTISEXAMPLESINCLUDETHESIZEOFANINTERNETSHOPANDVARIOUSDEMOGRAPHICVARIABLESOFTHEBUYERS,SUCHASSEX,AGE,ANDINTERNETUSAGEEXPERIENCESINCETHEVARIABLESINTHISGROUPARELESSCOHERENTFROMATHEORETICALPERSPECTIVE,THEYTENDTOBETR
19、EATEDASCONTROLVARIABLESRATHERTHANTESTEDASINDEPENDENTVARIABLESINSIMILARSTUDIESHOWEVER,THISDOESNOTRULEOUTTHEVALUEANDPOSSIBILITYTHATVARIABLESINTHISGROUPMAYBETESTEDINDIVIDUALLYINARESEARCHREDESIGN24TRUSTPROPENSITYTHEIMPACTOFTHETRUSTANTECEDENTSJUSTPRESENTEDCANBEINFLUENCEDBYTHEPROPENSITYOFTHEINDIVIDUALTOTR
20、USTHOFSTEDEFOUNDTHATTHISTRAITISDEPENDENTONCULTURALBACKGROUND,PERSONALITYTYPE,ANDDEVELOPMENTALEXPERIENCETHEPROPENSITYTOTRUSTISAPERSONALITYTRAITTHATMODERATESTHEEFFECTOFTRUSTWORTHINESSATTRIBUTESONTHEFORMATIONOFTRUSTTHISPOSITIONISSUPPORTEDBYMAYER和DAVISWHENDECIDINGWHETHERANDHOWMUCHTOTRUST,CONSUMERSLOOKFO
21、RCUESEG,TRUSTWORTHINESSATTRIBUTESTRUSTPROPENSITYMAGNIFIESORREDUCESTHESIGNALSTHECUESPROVIDETHISMODERATIONEFFECTACTSPOSITIVELYINTHESENSETHATTHEHIGHERTHELEVELOFTRUSTPROPENSITY,THEGREATERTHEIMPACTOFTRUSTATTRIBUTESONTHEFORMATIONOFTRUSTSOMEPOSSIBLEHYPOTHESESFORTHISGROUPOFFACTORSAREH9TRUSTPROPENSITYPOSITIV
22、ELYMODERATESTHERELATIONSHIPBETWEENTHEPERCEIVEDABILITIESOFINTERNETMERCHANTSANDCTISH10TRUSTPROPENSITYPOSITIVELYMODERATESTHERELATIONSHIPBETWEENTHEPERCEIVEDINTEGRITYOFINTERNETMERCHANTSANDCTISH11TRUSTPROPENSITYPOSITIVELYMODERATESTHERELATIONSHIPBETWEENTHE5PERCEIVEDBENEVOLENCEOFINTERNETMERCHANTSANDCTISH12T
23、RUSTPROPENSITYPOSITIVELYMODERATESTHERELATIONSHIPBETWEENTHEPERCEIVEDTECHNICALCOMPETENCEOFTHEISMANDCTISH13TRUSTPROPENSITYPOSITIVELYMODERATESTHERELATIONSHIPBETWEENTHEPERCEIVEDPERFORMANCELEVELOFTHEISMANDCTISH14TRUSTPROPENSITYPOSITIVELYMODERATESTHERELATIONSHIPBETWEENMEDIUMUNDERSTANDINGANDCTISH15TRUSTPROP
24、ENSITYPOSITIVELYMODERATESTHERELATIONSHIPBETWEENCERTIFICATIONEFFECTIVENESSANDCTISH16TRUSTPROPENSITYPOSITIVELYMODERATESTHERELATIONSHIPBETWEENSECURITYEFFECTIVENESSANDCTISAGAIN,SUBHYPOTHESESANDAVARIETYOFMEASURESAREPOSSIBLE,ASWELLASADDITIONALHYPOTHESESRELATEDTOTHISTOPICSUCHHYPOTHESESCANBETESTEDEMPIRICALL
25、Y,USINGASAMPLESURVEYOREXPERIMENTS3APPLICABILITYOFTHEMODELTOILLUSTRATETHEAPPLICABILITYOFTHEMODEL,CHEUNGANDLEESELECTEDSIXHYPOTHESESFORINITIALTESTING6THEYALSOINVESTIGATEDSOMEOFTHEKEYTRUSTCONSTRUCTSINARELATEDTRUSTMODEL,ANDDEVELOPEDANDVALIDATEDTHECORRESPONDINGMEASUREMENTINSTRUMENT7THESIXHYPOTHESESTHEYSEL
26、ECTEDWEREH1ABILITYOFTHEMERCHANT,H2INTEGRITYOFTHEMERCHANT,H7THIRDPARTYCERTIFICATIONRELATEDTOH7ANDH15,AND5CONSUMERTRUSTININTERNETSHOPPINGTHEDEPENDENTVARIABLE6THEYEMPLOYEDATHREEPHASEINSTRUMENTDEVELOPMENTPROCESS,FOLLOWINGTHEGUIDELINESOFMOOREANDBENBASAT37INPHASEI,19MEASURESWEREIDENTIFIED,MAINLYBYINDEPTHI
27、NTERVIEWSWITHSUBJECTEXPERTSANDPOTENTIALINTERNETSHOPPERSINPHASEII,THEINITIALCONSTRUCTVALIDITYOFTHEMEASURESWASPUTTOTHETESTUSINGAFOURJUDGEPANELEACHOFTHEJUDGESWASASKEDTOSORTTHEMEASURESINTOCONCEPTUALCONSTRUCTSBASEDONSIMILARITYOFMEANINGALMOSTALLTHEMEASURESWERESORTEDCORRECTLY,WITHAVERYHIGHDEGREEOFAGREEMENT
28、AMONGTHEJUDGESTHISWASSUGGESTIVEOFAHIGHDEGREEOFINITIALCONVERGENTANDDISCRIMINANTVALIDITYINPHASEIII,THEINSTRUMENTWASPILOTTESTEDUSINGASAMPLEOF40STUDENTSFROMALOCALUNIVERSITYUSINGCRONBACHSALPHATESTWITHANACCEPTANCELEVELOF07SEE40,ONEOFTHEMEASURESWASREMOVEDTHEREMAINING18MEASURESWERETHENFIELDTESTEDUSINGACONVE
29、NIENTSAMPLEOF405BUSINESSSCHOOLUNDERGRADUATESMAJORINGINMANAGEMENTINFORMATIONSYSTEMSMISATTHECITYUNIVERSITYOFHONGKONG64TESTINGTHEHYPOTHESESASURVEYQUESTIONNAIRECONTAININGTHE15STATEMENTSWASADMINISTEREDTOACONVENIENTSAMPLEOFUNDERGRADUATEBUSINESSSTUDENTSATAUNIVERSITYINHONGKONGDURINGTHEWINTEROF1999COMPLETEDR
30、ESPONSESWERERECEIVEDFROM405STUDENTS,95PERCENTOFWHOMWEREINTERNETUSERSWITHNOINTERNETSHOPPINGEXPERIENCETHISGROUPOFRESPONDENTSWASUSEDTOTESTTHEHYPOTHESESSOTHATTHEVARIABLEOFINTERNETSHOPPINGEXPERIENCECOULDBECONTROLLEDCHEUNGANDLEEUSEDTHEQUESTIONNAIRETOTESTTHEEFFECTOFTWOINTERNETMERCHANTTRUSTWORTHINESSATTRIBU
31、TESPERCEIVEDINTEGRITYANDPERCEIVEDABILITYANDONEENVIRONMENTALATTRIBUTEPERCEIVEDEFFECTIVENESSOFTHIRDPARTYCERTIFICATIONONTHELEVELOFCONSUMERTRUSTININTERNETSHOPPING,USINGASEVENPOINTLIKERTSCALE7SPECIFICALLY,THEMODERATINGEFFECTOFINDIVIDUALTRUSTPROPENSITYONTHESETRUSTANTECEDENTSWASEXAMINEDEMPIRICALLY表2在文章中的关键
32、措施CONSTRUCTMEASURESOURCEFACTORLOADINGPERCEIVEDINTEGRITYINTERNETMERCHANTSWILLNOTCHARGEINTERNETSHOPPERSMOREFORINTERNETSHOPPINGNEWMEASUREINTERNETMERCHANTSAREHONESTWITHTHEIRCONSUMERSMOORMANETAL0555INTERNETMERCHANTSACTSINCERELYINDEALINGWITHCUSTOMERSMOORMANETAL0796IWILLNOTBEOVERCHARGEDBYINTERNETMERCHANTSD
33、URINGSALESTRANSACTIONSNEWMEASUREINTERNETMERCHANTSHAVETHEABILITYTOHANDLESALESTRANSACTIONSONTHEINTERNETNEWMEASURE0523INTERNETMERCHANTSHAVESUFFICIENTEXPERTISEANDNEWMEASURE07607PERCEIVEDABILITYRESOURCESTODOBUSINESSONTHEINTERNETINTERNETMERCHANTSHAVEADEQUATEKNOWLEDGETOMANAGETHEIRBUSINESSONTHEINTERNETNEWME
34、ASURE0916MOSTINTERNETMERCHANTSHAVEAGOODREPUTATION1DONEYCANNONTRUSTPROPENSITYITISEASYFORMETOTRUSTAPERSON/THINGNEWMEASURE0794MYTENDENCYTOTRUSTAPERSON/THINGISHIGHNEWMEASURE0784ITENDTOTRUSTAPERSON/THING,EVENTHOUGHIHAVELITTLEKNOWLEDGEOFITNEWMEASURE0756TRUSTINGSOMEONEORSOMETHINGISNOTDIFFICULTNEWMEASURE071
35、7THIRDPARTYRECOGNITIONTHEREAREMANYREPUTABLETHIRDPARTYCERTIFICATIONBODIESFORASSURINGTHETRUSTWORTHINESSOFINTERNETMERCHANTSNEWMEASURE0588ITHINKTHIRDPARTYRECOGNITIONBODIESAREDOINGAGOODJOBNEWMEASURE0755EXISTINGTHIRDPARTYRECOGNITIONBODIESAREADEQUATEFORTHEPROTECTIONOFINTERNETSHOPPERSINTERESTNEWMEASURE0669T
36、RUSTININTERNETSHOPPINGINTERNETSHOPPINGISUNRELIABLENEWMEASURE0715INTERNETSHOPPINGCANNOTBENEWMEASURE07758TRUSTED,THEREAREJUSTTOOMANYUNCERTAINTIESINGENERAL,ICANNOTRELYONINTERNETVENDORSTOKEEPTHEPROMISESTHATTHEYMAKECHOWHOLDEN0604ANYONETRUSTINGINTERNETSHOPPINGISASKINGFORTROUBLE1CHOWHOLDEN表2在文章中的关键措施5THERE
37、SULTSFOREACHOFTHEFIVECONSTRUCTSARESUMMARIZEDINTABLE3SINCEASEVENPOINTLIKERTSCALEWASUSEDTOMEASURETHEINTENSITYOFEACHCONSTRUCT,AMEANSCOREOF35INDICATESANEUTRALRESPONSE,WHILEAMEANSCOREOF1REPRESENTSANEXTREMELYNEGATIVERESPONSE,ANDAMEANSCOREOF7,ANEXTREMELYPOSITIVERESPONSERESPONDENTSEXHIBITEDAFAIRLYHIGHLEVELO
38、FINDIVIDUALTRUSTPROPENSITYMEANSCORE44ANDPERCEIVEDINTERNETMERCHANTSASQUITEABLEMEANSCORE415ONTHEOTHERHAND,THEIRPERCEPTIONSOFTHEINTEGRITYOFINTERNETMERCHANTS,THEEFFECTIVENESSOFTHIRDPARTYCERTIFICATION,ANDTHEIROVERALLTRUSTLEVELTOWARDINTERNETSHOPPINGWERESIGNIFICANTLYLOWERMEANSCORESWELLBELOW38TABLE3SUMMARYS
39、TATISTICSCONSTRUCTMEANSTDDEVIATIONPERCEIVEDINTEGRITY363091PERCEIVEDABILITY415094INDIVIDUALTRUSTPROPENSITY44077THIRDPARTYRECOGNITION376079TRUSTININTERNETSHOPPING351109THESIXHYPOTHESESWERETESTEDUSINGMULTIPLELINEARREGRESSIONINACCORDANCEWITHTHEGUIDELINESTHERESULTS,SHOWNINTABLE4,INDICATEAPPARENTLYFORTHEF
40、IRSTTIMEINECOMMERCERESEARCHTHEVALUEOFTHEMODERATINGEFFECTOFINDIVIDUALTRUSTPROPENSITYTHERESULTSALSOINDICATETHESTRONGEFFECTOFPERCEIVEDINTEGRITYONCONSUMERTRUSTTOWARDINTERNETSHOPPINGINOTHERWORDS,HYPOTHESESH2ANDH109WERESUPPORTED,BUTNOTHYPOTHESESH1,H7,H9,ANDH15THEIMPLICATIONISTHATINTERNETMERCHANTSWHOWANTTO
41、INCREASECONSUMERTRUSTINSHOPPINGWITHTHEMSHOULDFOCUSONINCREASINGTHEIRINTEGRITYINTHEMINDSOFCONSUMERSINTEGRITYISDEMONSTRATEDTHROUGHHONESTYANDSTRICTADHERENCETOASETOFPRINCIPLESACCEPTEDBYCONSUMERSMARKETINGCAMPAIGNSBYINTERNETMERCHANTSWOULDBEADVISABLETOCONVEYACLEARMESSAGEOFHONESTYINADDITION,COMPANYPOLICIES,E
42、SPECIALLYWHENITCOMESTOTHEHANDLINGOFCUSTOMERRELATIONSHIPS,SHOULDBEGUIDEDBYACONSISTENTSETOFPRINCIPLESEG,PRIVACYPROTECTIONPRINCIPLESANDCONSUMERPROTECTIONPRINCIPLESTHATAREVISIBLETOCONSUMERSONEWAYTODOTHISTOHAVETHESEPRINCIPLESDISPLAYEDUPFRONTINANEYECATCHINGPLACEONTHECOMPANYSINTERNETSTOREFRONTFINALLY,RESEA
43、RCHINTOTHETRUSTMODELDEVELOPEDINTHISPAPERWILLHELPACCELERATETHEGROWTHOFCONSUMERECOMMERCEBYREMOVINGONEOFTHEMAJORREMAININGOBSTACLESTOITSDEVELOPMENT,NAMELY,LACKOFTRUST译文消费者网上购物的信任模型资料来源电子商务国际期刊作者马修KO李和艾弗雷特班1摘要电子商务的成功，特别是在B2C领域，他们无法看到、无法接触，也没有网上购物的经验，这就取决于消费者是否信任卖家和产品。本文阐述了影响消费者网上购物中最主要4个信任因素的理论模型，一个企业对消费
44、者电子商务的主要形式可信赖的互联网商人可信赖的互联网作为购物媒介基建（内容）因素（如安全，第三方认证）其他因素（如公司规模，人口变量）根据研究模型的基础上，假说是制定一套全面的测试和他们的方法。该假说的一些测试经验证明了理论适用性。结果表明，商业诚信是消费者信任网上购物因素中一个主要的积极因素，它的作用是影响个人消费者的信任倾向。2模型10依据文献的基础上，作者制定了在B2C中消费者信任原因的理论模型。该模型如图1所示，独立变量（左）分为四大类网上商家的商业诚信，网上购物中的诚信，网上购物的情境因素，及其他因素（如控制因素，如网上商家的人数，人口的变量，以前相关的工作经验等等）。网购消费者信任
45、中的因变量的效用通过相关消费者信任倾向达到稳定。信任倾向的水平预计在一段时间内会相当稳定而且可以被衡量。该模型表明信任的水平是一种人格特质，缓和独立变量和因变量的关系。该模型并非包罗万象的，因为它并不试图捕捉每一个可能先前的信任。它侧重于捕捉从以前的研究中得出不同的信任因素，并整合成一体的综合实体，可以为实证检验提供方向。其他变数可能会影响模型（例如，有了互联网，年龄，性别经验）可控制在实证试验。2模型的组成和研究21可信赖的互联网商人许多研究者已经对研究了关于建立信任知觉可信度的影响力。如前所述，在目前大多数的研究框架内能力，诚信和善良是与信任相关。这三个因素囊括代表了信誉观念的不同层面。这
46、个小组的一些因素可能的假设是H1一个网上商人的自觉能力与CTIS呈正相关。11H2一个网上商人的诚信是与CTIS呈正相关。H3一个网上商人的善心是与CTIS呈正相关由于这些来源都是相当广泛的，进行一项研究设计可以为假说创建几个假设和措施。额外的变数可能会出现，就可以用它来建立新的假设。在关于人机界面和人体工学文学诚信的网上购物中，信任被确定为影响的计算机系统使用人的选择因素。网上购物是一种活动，必然引起与计算机系统的相互作用。在某种意义上，互联网设备（如个人电脑，网络电视）与消费者之间互动类似于在传统商店销售人员。在何种程度上消费者信赖这种计算机化的媒介很可能会影响他们在网上购物整体信任中的三
47、个因素。根据向李和马里，在自动化或计算机化系统的人力信任取决于（1）系统的知觉技术能力，（2）系统的感知性能水平，（3）人为操作的基本特性的理解和过程管理系统的行为。一个系统的技术能力是支持它能够执行完成它的任务，它的性能级别包括速度，可靠性和可用性等参数。这些3个变量在一起可能会影响消费者对网上购物的介质（ISM）的信任。这个小组的一些因素可能的假设是H4认为ISM的技术能力与CTIS正相关。H5ISM的感知性能水平与CTIS呈正相关。H6在何种程度上了解消费者的运作的ISM（简称“中理解”）与CTIS正相关的。22情境因素如前所述，一些情境因素是建立信任的关键。最值得注意的是安全和隐私问题
48、，可以通过公共密钥加密（PKI）系统和相关的SSL和SET协议来得到相应的保护。与此同样重要的是第三方认证，保管及保险服务。这个小组的一些因素可能的假设是H7对第三方认证机构（认证有效性）知觉效益与CTIS正相关。H8公共密钥安全基础设施知觉成效（安全有效性）与CTIS正相关的。同样，SUBHYPOTHESES和各种措施是可能的，以及与此主题相关的其他假设。23其他因素这一组的因素，可能不适合上述分类，但它可能会对CTIS产生影响。例如一个网上购物的规模和各种买家的人口变量，如性别，年龄和互联网的使用12经验。因为在这个组中的变量与理论的角度不太一致，他们往往被当作控制变量，而不是作为在同类研
49、究中的自变量进行测试。然而，这并不排除这些因素的价值和可能性，因而在这组变量中对这些因素进行单独的测试。24信任倾向先前提出来的信任原因受到个人信任倾向的影响。霍夫斯塔德发现这种特征基于文化背景、性格类型和发展经验而定。信任倾向的人格特质是一个温和派的可信度对信任形成的属性，这一立场是迈耶，戴维斯和SCHOORMAN36支持的。在决定是否和信任多少，消费者寻求线索（例如，守信属性）去看看，并根据这一线索提供信任倾向的信号放大或缩小。这缓和积极影响的行为在某种意义上说是较高的信任倾向水平、更大的信任属性对TRUST某些可能的假设为这个群体形成的影响因素是H9信任倾向积极温和派之间网上商人和CTIS知觉能力的关系。H10信任倾向积极温和派之间网上商人和CTIS知觉的完整性的关系。H11信任倾向积极的温和派之间网上商人和CTIS认为仁的关系。H12信任倾向积极温和派之间知觉的ISM和CTIS技术能力的关系。H13信任倾向积极温和派之ISM和CTIS感知的性能水平的关系。H14信任倾向积极温和派之间理解和CTIS的关系。H15信任倾向积极温和派之间认证有效性和CTIS的关系。H16信任倾向积极温和派之间安全有效性和CTIS的关系。同样，SUBHYPOTHESES和各种措施是可能的，以及与此相关的主题的其他假设。这些假设进行检验，采用抽样调查或实验。3模型的
