1、1外文翻译TRESEARCHONTHEDETERMINANTSOFPURCHASINGINTENTIONINONLINESHOPPINGFROMTHEPERSPECTIVEOFTRUSTANDPERCEIVEDRISKMATERIALSOURCECHALMERSUNIVERSITYOFTECHNOLOGYAUTHOROLAHULTKRANTZINONLINESHOPPING，CONSUMERSCANNOTOBTAINCOMPREHENSIVEPRODUCTSINFORMATIONBYSEEINGANDTOUCHINGANDTHEYMAYEVENWORRYABOUTTHETRANSACTIONS
2、ECURITYONLINESHOPPINGOFFERSATRANSACTIONSITUATIONWITHDISTRUSTFULFACTORSANDHIGHPERCEIVEDRISKSSOINADDITIONTOPROVIDINGCHEAPPRICESANDCONTINENTPURCHASINGSERVICES，ITISMOREIMPORTANTFORONLINESTORESTOMEETCONSUMERSPSYCHOLOGICALREQUIREMENTOFSECURITYTHISARTICLEPROPOSESAPURCHASINGINTENTIONINFLUENCEMODELBASEDONTRU
3、STANDPERCEIVEDRISKTHEORIES，ANDPRESENTSTHEDEVELOPMENTANDVALIDATIONOFSCALESOFMODELVARIANCESEMPIRICALRESEARCHISCONDUCTEDBASEDONINTERVIEWANDQUESTIONNAIRESURVEYSEMANALYSISISUSEDTOEXPLORETHEINFLUENCESOFONLINESTORESBRANDIMAGE，SALESMANAGEMENT，SERVICES，TECHNOLOGYSECURITY，ANDCONSUMERSDISPOSITIONTOTRUSTONCONSU
4、MERSTRUSTANDPERCEIVEDRISK，ASWELLASTHEIREFFECTSONPURCHASINGINTENTIONFINALLY，THEARTICLEPUTSFORWARDACREDITENHANCEMENTFRAMEWORKINVOLVINGEFFORTSFROMGOVERNMENT，INDUSTRYASSOCIATION，ENTERPRISES，THETHIRDPARTYPAYMENT，ANDCONSUMERS，ANDALSOPROPOSESSUGGESTIONSFORTHEMANAGEMENTPRACTICETHEGLOBALFINANCIALCRISISIN2008
5、,THOUSANDSOFEUROPEANANDAMERICANCOUNTRIESINRETAILSTORESCLOSEDTHEIRDOORS,MANYEXPORTENTERPRISESINCHINAANDTRADITIONALRETAILBUSINESSESFACETHESAMEWINTERCHINATOTAOBAO,REPRESENTEDSUBSTANTIALGROWTHINONLINERETAILBUSINESSHASBECOMETHEMOSTIMPORTANTOUTSIDETHETRADITIONALRETAILTRADEINTHESUPPLEMENTARYFORMPREVIOUSRES
6、EARCHSHOWEDTHATSCHOLARS,NOTACTUALCONTACTWITHTHEPRODUCTSANDBUSINESSES,THELACKOFCONTROL,THECONSUMERECOMMERCETRANSACTIONSANDPERCEIVEDRISKTHANTRADITIONALTRANSACTIONS,PERCEIVEDRISKISMUCHGREATERACCORDINGTOIRESEARCHS“DEVELOPMENTREPORT20072008,ONLINESHOPPINGINCHINA,“SHOWSTHATMORETHAN60OFTHERESPONDENTSBELIEV
7、ETHATTHESAFETYOFONLINESHOPPINGANDONLINECONSUMERPRODUCTQUALITYPROBLEMSTHATHAVEHINDEREDTHEMAINREASONFORONLINESHOPPING,ANDTHESETWOPOINTSCANBESUMMARIZEDASALACKOFTRUSTOFCONSUMERSFORNETWORK2CONSUMPTIONDASANDTENGFOUNDTHEGENERATIONOFTRUST,ANDTRUSTAREATRISKORUNCERTAINTRANSACTIONSWITHRELATEDCASESTRUSTAFTERTHE
8、ELECTION,WOULDTRUSTTOCONSIDERTAKINGSOMEFORMOFCOOPERATIONINVOLVINGTHETRANSFEROFRESOURCESORCONTROLTHEBEHAVIORINTHESTUDYOFJOSHIANDSTUMP,BOTHOCCURREDINTRUSTFORTHEMANUFACTURERSTOSUPPLIERSINTERNETRETAILISAHIGHRISKANDUNCERTAINTYOFSPECIALTRADINGSITUATIONS,WHETHERINRELATIONSHIPSORTRANSACTIONSBETWEENTHEVIRTUA
9、LORGANIZATION,INEVITABLYWILLFACETHERISKORUNCERTAINTYBECAUSETHEYRELYONSOURCESOFINFORMATION,CONTENT,QUANTITY,COSTANDOTHERASPECTSOFTHESEARCHISDIFFERENTFROMTHERISKINTHEFACEOFTHEVIRTUALORGANIZATION,ORENTITYTRANSACTIONSWITHTHEFACEOFINTERPERSONALRISKPERCEPTIONINDIFFERENTENVIRONMENTSRETAILTRANSACTIONSINTHEN
10、ETWORKENVIRONMENT,THEABILITYTOTRUSTMECHANISMISTHEKEYTOTRADINGSUCCESSTRUSTANDBETRUSTEDBYBOTHFACTORSWILLAFFECTTHEGENERATIONOFTRUSTTHEPERSONALTRUSTISADISPOSITIONTOTRUSTDOESNOTCHANGEWITHTHEOCCASION,STABLE,GENERALIZED,TRUSTTHOSEWHOTENDTOTRUSTORDISTRUSTOTHERPEOPLEPERSONALTRAITSMCKNIGHTETAL1998FANANDCHENST
11、UDYSHOWSTHATTHEPERSONALCHARACTERISTICSWILLAFFECTTHECONSUMERSTRUSTBEHAVIOR,ESPECIALLYINTHEPRODUCTINFORMATIONISNOTSUFFICIENTNETWORKENVIRONMENTTHOSEFEATURESTOBETRUSTEDMAYERETALMADEUNDERNORMALCIRCUMSTANCESTOBETRUSTEDBYTHETHREECHARACTERISTICSABILITY,BENEVOLENCEHEART,INTEGRITY,ISRECOGNIZEDASBOTHTHEINTEGRI
12、TYANDSTREAMLININGOFTHECONCEPTJARVENPAAANDTRACTINSKTHATRETAILSALESINTHENETWORK,THESITEHASTHECHARACTERISTICSOFCONSUMERTRUSTNAVIGATION,BRAND,RECOMMENDATIONS,PRIVACYANDSECURITY,SITEERRORS,ORDERFULFILLMENT,THIRDPARTYCERTIFICATIONKOUFARISANDHAMPTONSOSANETWORKOFRETAILTRADECONFIDENCETHATTHEIMPACTOFFACTORS,I
13、NCLUDINGTRANSACTIONSECURITY,WEBSITEFEATURES,THESITEFEATURESCONSUMERSATISFACTIONLEEANDOVERBYCONCLUDEDTHATTHEONLINERETAILBUSINESSFROMTHEBRAND,SERVICE,TECHNOLOGYANDTRANSACTIONSECURITYANDOTHERAREASTOIMPROVECOMPETITIVENESS,ACCESSTOCONSUMERCONFIDENCEAMONGTHEM,THECORPORATEREPUTATIONISTHEBUSINESSSTAKEHOLDER
14、SONTHEOVERALLEVALUATIONOFTHELONGTERMBUSINESSFLAVIAN,GUINALIUANDTORRESSTUDYFOUNDTHATCOMPAREDTOTRADITIONALRETAILERS,ONLINERETAILCOMPANYSBRANDIMAGEOFTRUSTHASMOREINFLUENCEINTHISSTUDY,THEDEMOGRAPHICVARIABLESASBACKGROUNDVARIABLES,THEEMPIRICALANALYSISTOSTUDYTHEINTERNETRETAILERS“SALESMANAGEMENT“,“SERVICEQUA
15、LITY“,“TECHNICALSECURITY“,THECONSUMERSPERSONAL,“TENDTOTRUST“ONTHEINTERNETRETAILERS3“TRUST“,“PERCEIVEDRISK“AND“PURCHASEINTENTION“OFTHECOMPLEXRELATIONSHIPBETWEENVARIABLESTOCONSTRUCTAVIRTUALTRADINGENVIRONMENTOFOURNETWORK,THENETWORKMODELOFTRUSTMECHANISMINRETAILTRANSACTIONSSTRONGDEVELOPMENTMOMENTUMOFONLI
16、NESHOPPINGHASBECOMEANIMPORTANTWAYTOSTIMULATEECONOMICGROWTHNETWORKINGANDINNOVATIONINTHERETAILENTERPRISESBRANDSTRATEGYOURCOUNTRYHAVESPRUNGUPONLINESTORES,THEMAJORONLINERETAILERSINGENERALINTOAPRICEWARQUAGMIRETHEREFORE,THEEMPHASISONBRANDBUILDING,BRANDPREMIUMMININGFACTORS,TOPROMOTEINNOVATIONISESSENTIALCOM
17、PAREDTOTHETRADITIONALCHANNELS,STRONGFOCUSONNETWORKINFORMATION,THEPROLIFERATIONOFAWIDENETWORKOFRETAILERS,THEACCUMULATIONOFMOREFOCUSEDWORDOFMOUTHBUSINESSESCANRELYONTHEPURSUITOFSHORTTERMEFFECTSOFSPECULATIONANDGUIDANCE,ANDTORELYMOREONLONGESTABLISHEDBRANDREPUTATIONANDCUSTOMERSATISFACTIONPAYATTENTIONTOEVE
18、RYTRANSACTIONPROCESS,BYSTRENGTHENINGTHEPOSITIVEINTERACTIONWITHCONSUMERS,CONTINUETOACCUMULATECREDITANDREPUTATION,TOBUILDREPUTATION,LOYALTY,ANDULTIMATELYBUILDBRAND,ANDTOACHIEVEVALUEADDEDSPACETOTHEBRANDINADDITION,THEONLINERETAILENTERPRISESSHOULDMAKEFULLUSEOFNETWORKTECHNOLOGY,TOENHANCEINTERACTIONANDCOMM
19、UNICATIONWITHCONSUMERSTOOBTAINMORERAPID,MORECOMPLETEFIRSTLINECONSUMERFEEDBACK,SOTHATFUTUREOFFERINGSMOREINLINEWITHCONSUMERDEMANDMEANWHILE,CONSUMERSSHOULDBEINVITEDTOFURTHERPARTICIPATEINTHEINTERACTIVEANDONLINEMERCHANTSBYINCREASINGCONSUMERPARTICIPATION,TOIMPROVEPRODUCTINNOVATIONANDCUSTOMERLOYALTY,SOTHAT
20、THEFORMATIONOFPREMIUMPRODUCTSANDSERVICESBUSINESSESCANCREATECUSTOMERSERVICEDATABASETOREGULARONLINESURVEYTOUNDERSTANDTHEMARKETDEMANDANDCHANGESINCONSUMERSPENDINGTENDTOPROMOTETHEPERSONALDEVELOPMENTOFBREADTHANDDEPTHOFSERVICES4译文网络零售中影响消费者购买意愿因素研究基于信任与感知风险的分析资料来源查尔姆斯理工大学作者OLAHULTKRANTZ传统交易环境下，消费者通过所见所触来鉴定
21、商品的品质。网络零售环境中，无法取得全面的品质信息，且资金安全存在风险，其消费行为是在带有不信任因素及高度感知风险的环境中进行。对网络零售商而言，除了提供便捷的购买方式、优惠价格，如何满足消费者心理需求上的安全感更为重要。本文通过理论推演，提出基于信任理论与感知风险的网络零售消费意愿影响因素模型，并发展了模型中各变量的衡量量表，通过访谈与调查问卷，借助结构方程模型，揭示了网络零售商品牌形象、销售管理、服务品质、技术安全、以及消费者个人信任倾向与感知风险的关系，并对最终购买意愿产生的影响，提出了构建政府行业企业第三方消费者五位一体的诚信体系的模型，为网络零售企业的发展提出实践建议。2008年全球
22、金融危机时期，欧美等国上千家的零售商店关门歇业，中国的众多出口企业和传统商业零售企业同样遭遇寒冬。以淘宝网为代表的中国网络零售企业却大幅增长，成为传统零售贸易之外最重要的补充形式。以往学者的相关研究表明，由于无法实际接触产品和商家，缺乏的控制力，消费者对电子商务交易模式感知到的风险比传统交易方式感知风险大得多。据艾瑞咨询发布的20072008中国网络购物发展报告显示，超过60的被调查者认为网上购物安全和网上商品质量问题是阻碍消费者网上购物的主要原因，而这两点都可以归纳为消费者对于网络消费缺乏信任。DASANDTENG研究发现信任的产生，和信任者处于具有风险或不确定交易情形有关。信任产生后，会使
23、信任者考虑采取一些合作的形式，涉及资源或控制权移转的行为。在JOSHIANDSTUMP的研究中，信任发生的双方为制造商对供货商。网络零售是一个存在高风险和不确定性的特殊交易情境，无论是在人际关系或者对于虚拟组织的交易关系中，不可避免地都会面对风险或不确定的情况。由于依赖的信息来源、内容、数量、搜寻成本等方面不同，在面对虚拟组织的风险，与面对人际关系或实体交易环境中的风险感知不同。在网络零售交易环境中，能否产生信任机制是交易成功与否的关键。信任者和被信任者双方的因素都会影响信任的产生。信任者的个人信任倾向是一种不随场合改变的、稳定的、一般化的，信任者趋向于信任或不信任5他人的个人特质（MCKNI
24、GHTETAL1998）。FANANDCHEN研究表明，这种个人特质会影响消费者的信任行为，尤其是在产品信息不充足的网络环境中。被信任者特征。MAYERETAL提出了一般情况下被信任者的三项特征能力、仁慈心、正直，被公认兼顾概念的完整性与精简性。JARVENPAAANDTRACTINSK指出在网络零售中，网站所具有的特征影响消费者的信任导航、品牌、建议、隐私与安全、网站错误、订单履行，第三方认证。KOUFARISANDHAMPTONSOSA认为影响网络零售交易信任的因素包括交易安全、网站功能、消费者对网站特征的满意度。LEEANDOVERBY总结认为网络零售企业可以从品牌、服务、技术和交易安全
25、等方面来提高竞争力，获取消费者的信任。其中，企业声誉是企业的利益相关者对企业的长期整体评价。FLAVIAN，GUINALIUANDTORRES研究发现相比传统零售企业，网络零售企业的品牌形象对信任度具有更大的影响力。本研究把人口统计变量作为背景变量，通过实证分析，研究了网络零售商“销售管理”、“服务品质”、“技术安全”、消费者的个人“信任倾向”、对网络零售商的“信任”、“感知风险”与“购买意愿”各变量间的复杂关系，构建我国网络虚拟交易环境下，网络零售交易信任机制模型。网络购物发展势头强劲，已成为刺激经济增长的重要方式。建立网络零售企业的品牌和创新战略。目前我国网上商店如雨后春笋般涌现，各大网络
26、零售商普遍陷入价格战的泥潭。因此，重视品牌建设，挖掘品牌溢价因素，提倡创新是至关重要的。相比传统渠道，网络信息的聚焦性强、扩散广，网络零售商的口碑积累更集中。商家追求短期效应时可以依靠炒作和引导，而要建立品牌效应更多依靠长期的口碑和顾客满意度。注重每一个交易的过程，通过加强与消费者的良性互动，不断积累信用和口碑，来构建美誉度、忠诚度，最终建立企业品牌，并实现由品牌带来的增值空间。此外，网络零售企业应该充分利用网络的技术优势，加强与消费者的互动和沟通，获取更迅速、更完整的一线消费反馈，从而使未来提供的产品更加符合消费者的需求。同时，应邀请消费者深入参与和网上商家的互动，通过提高消费者的参与度，来提高产品的创新能力和消费者的忠诚度，使产品和服务形成溢价。企业可以建立消费者服务数据库，以定期的网络调查了解市场需求和客户消费倾向的变化，从而促进个性化服务的广度和深度发展。
