1、本科毕业设计（论文）外文翻译原文INTERPRETINGDIMENSIONSOFCONSUMERTRUSTINECOMMERCESANDYCCHENUNIVERSITYOFNEVADA,WILLIAMFHARRAHCOLLEGEOFHOTELADMINISTRATION,LASVEGAS,NV89154,USAGURPREETSDHILLONISDEPARTMENT,VIRGINIACOMMONWEALTHUNIVERSITY,SCHOOLOFBUSINESS,RICHMOND,VA232844000,USAABSTRACTCONSUMERTRUSTINANINTERNETVENDORISAN
2、ISSUECOMMANDINGEVERMOREATTENTIONBASEDONANEXTENSIVEREVIEWOFLITERATURE,THISPAPERPROPOSESDIMENSIONSOFTRUSTINANINTERNETVENDORTHESEARECOMPETENCE,INTEGRITYANDBENEVOLENCECOMPETENCEREFERSTOACOMPANYSABILITYTOFULLLPROMISESMADEWITHTHECONSUMERSINTEGRITYSUGGESTSTHATACOMPANYACTSINACONSISTENT,RELIABLE,ANDHONESTMAN
3、NERBENEVOLENCEISTHEABILITYOFACOMPANYTOHOLDCONSUMERINTERESTSAHEADOFITSOWNSELFINTERESTANDINDICATESSINCERECONCERNFORTHEWELFAREOFTHECUSTOMERSINAFURTHERANALYSISVARIOUSSOURCESWHERETRUSTMIGHTRESIDEAREALSOIDENTIEDDRAWINGONTHELITERATUREINMARKETINGANDGENERALMANAGEMENT,THESOURCESOFTRUSTARECLASSIEDASCHARACTERIS
4、TICSOFTHECONSUMER,THERM,THEWEBSITEANDTHEINTERACTIONBETWEENTHECONSUMERANDTHERMGIVENTHEDIMENSIONSANDSOURCESOFTRUST,APATHMODELFORDEVELOPINGCONSUMERTRUSTINECOMMERCEISSUGGESTEDTHISRESEARCHMAKESACONTRIBUTIONTOTHEDEVELOPMENTOFATHEORETICALUNDERSTANDINGOFTRUSTINECOMMERCEALTHOUGHTHECONCEPTSPRESENTEDINTHISPAPE
5、RCANBEUSEDTOCARRYOUTFURTHEREMPIRICALRESEARCH,THEYCANALSOBEUSEDBYPRACTITIONERSTOIDENTIFYPARTICULARTRUSTCHARACTERISTICSFORREALIZINGTHEPOTENTIALOFBUSINESSTOCONSUMERECOMMERCEVENTUREKEYWORDSTRUST,COMPETENCE,INTEGRITY,BENEVOLENCE,ECOMMERCE1INTRODUCTIONECOMMERCEISTHESALEOFPRODUCTSANDSERVICESOVERTHEINTERNET
6、SINCETHETRANSACTIONSTAKEPLACEWITHOUTPERSONALCONTACT,CONSUMERSAREGENERALLYCONCERNEDOFTHELEGITIMACYOFTHEVENDORANDAUTHENTICITYOFTHEPRODUCTORSERVICECONSEQUENTLY,CONSUMERTRUSTINTHEINTERNETVENDORISANISSUEOFMAJORCONCERNTRUSTCANBEDENEDASTHERELIABILITYANDDEPENDABILITYOFTHEVENDOROFFERINGPRODUCTSORSERVICESTRUS
7、TCANBEBROKENIFTHEVENDORENGAGESINILLEGITIMATEBUSINESSESORWHENTHEREISAGENERALDISREGARDFORPRIVACYANDSECURITYSINCETRUSTISESSENTIALLYAVALUEPROPOSITIONTHATANINDIVIDUALMIGHTHOLDABOUTTHEVENDORANDTHERELATEDTRANSACTIONS,ITCANBEDEVELOPEDANDESTABLISHEDINARELATIONSHIPINTHELITERATURE,INTERNETVENDORTRUSTHASBEENIDE
8、NTIEDASACONSTRUCTTHATISCRITICALFORTHESUCCESSOFECOMMERCEINARECENTSURVEYNEARLY71OFTHEUSWEBUSERSREPORTLACKOFTRUSTINONLINEVENDORSITISTHEREFOREIMPORTANTFORINTERNETVENDORSTOBUILDANDWINCONSUMERTRUSTSOASTOSURVIVEANDREALIZENANCIALSUCCESSTOACHIEVETHISGOALITISIMPORTANTTOUNDERSTANDASTOWHATCONSTITUTESTRUSTANDMEC
9、HANISMSFORDEVELOPINGCONSUMERTRUSTININTERNETVENDORSINTHISPAPERWEUNDERTAKEANEXTENSIVEREVIEWOFTHEEXISTINGLITERATURETOIDENTIFYDIMENSIONSOFTHETRUSTCONSTRUCT,MAJORSOURCESOFCONSUMERTRUSTFORMATION,ANDPROPOSECAUSALRELATIONSHIPSBETWEENTRUSTDIMENSIONSANDMAJORTRUSTBUILDINGMECHANISMSFINALLY,WEPRESENTAPATHMODELFO
10、RINSTITUTINGCONSUMERTRUSTININTERNETVENDORSTHEPAPERMAKESTWOCONTRIBUTIONSTOSTUDIESONTRUSTFIRST,ITESTABLISHESACONCEPTUALBASISFORUNDERTAKINGEMPIRICALWORKONCONSUMERTRUSTINECOMMERCESECOND,ITPROPOSESTHEORETICALLYSOUNDRELATIONSHIPSBETWEENVARIOUSATTRIBUTES,WHICHCANHELPINTERNETVENDORSTOCONSIDERISSUESFORFORGIN
11、GTRUSTWORTHYRELATIONSHIPS2THENATUREOFTRUSTTHERSTSTEPININTERPRETINGDIMENSIONSOFACONSTRUCTISTOUNDERSTANDTHEMEANINGOFTHECONCEPTTHISHELPSINEXACTLYDELINEATEWHATISINCLUDEDANDWHATISEXCLUDEDFROMITSDOMAINANEXAMINATIONOFTRUSTRELATEDLITERATUREREVEALSTHATINSPITEOFSIGNICANTINTERESTINRESEARCHINGTRUSTISSUES,THEREI
12、SNOUNIVERSALLYACCEPTEDSCHOLARLYDENITIONOFTRUSTITISASTRONGBELIEFINTHEFACTTHATTHEOTHERCANBERELIEDUPON,ISSTRAIGHTFORWARD,BENEVOLENT,ANDHONESTALTHOUGHTHEREISSIGNICANTDIVERSITYINTHEDENITIONS,ROUSSEAUETALEXTRACTEDCOMMONTHEMESINTHEDIFFERENTCONCEPTUALDENITIONSOFTRUSTTOSUGGESTTHATTRUSTISA“PSYCHOLOGICALSTATEC
13、OMPRISINGTHEINTENTIONTOACCEPTVULNERABILITYBASEDUPONPOSITIVEEXPECTATIONSOFTHEINTENTIONSORBEHAVIOROFANOTHERUNDERCONDITIONSOFRISKANDINTERDEPENDENCE”THEREARESEVERALIMPORTANTISSUESINTHISDENITIONTHATAREWORTHYOFBEINGEMPHASIZEDFIRST,TRUSTISAPSYCHOLOGICALSTATETHATRESEARCHERSINDIFFERENTDISCIPLINESINTERPRETINT
14、ERMSOFBELIEFS,CONDENCE,POSITIVEEXPECTATIONS,ORPERCEIVEDPROBABILITIESSECOND,TRUSTISNOTABEHAVIOR,ORACHOICE,BUTANUNDERLYINGPSYCHOLOGICALCONDITIONTHATCANCAUSEORRESULTFROMSUCHACTIONSTHIRD,TRUSTHASPOSITIVEOUTCOMESFOURTH,TRUSTISDEVELOPEDUNDERSPECICCONDITIONSRISKANDINTERDEPENDENCETRUSTUNDERCONDITIONSOFRISKS
15、UGGESTSTHATAPERSONWHOTRUSTSASSESSESTHEVULNERABILITYANDUNCERTAINTYOFWHETHERTHEOTHERPARTYINTENDSTOANDWILLACTAPPROPRIATELYTRUSTWOULDNOTBENEEDEDIFACTIONSCOULDBEUNDERTAKENWITHCOMPLETECERTAINTYANDNORISK,ANDTHEONEWHOTRUSTSISNOTINAVULNERABLEPOSITIONINCASEOFTRUSTUNDERINTERDEPENDENCE,INTERESTSOFONEPARTYCANNOT
16、BEACHIEVEDWITHOUTRELIANCEUPONANOTHERTHEVARIATIONSINRISKANDINTERDEPENDENCEOVERTHECOURSEOFARELATIONSHIPBETWEENPARTIESCANCHANGEBOTHTHELEVELANDPOTENTIALLYTHEFORMTHATTRUSTTAKESALTHOUGHROUSSEAUETALSCONCEPTIONOFTRUSTHASBEENWELLRECEIVEDBYMANYAUTHORS,THEREAREOTHERSWHOHAVEARGUEDTHATTHISDENITIONISTOOABSTRACTTO
17、BEUSEFULFORCONCEPTUALOREMPIRICALWORKANDCALLEDFORSPECIFYINGTHEDOMAINANDCONNOTATIVEMEANINGOFTHETRUSTCONSTRUCTINTHECONTEXTOFACERTAINDISCIPLINETHISINHERITEDNATUREINMOSTDENITIONSOFTRUSTHASRESULTEDINTWOSTREAMSOFINSIGHTONEGROUPOFSCHOLARSINSISTTHATTRUSTCONSTRUCTBEMEASUREDBYONESINGLEDIMENSION,SUCHASRELIABILI
18、TY,WHILETHEOTHERGROUPOFSCHOLARSCONTENDTHATTHETRUSTCONSTRUCTISMULTIDIMENSIONALOTHERRESEARCHERSPROPOSINGDIMENSIONSOFTRUSTINCLUDEMORGANANDHUNTWHOSUGGESTTRUSTTOBECOMPOSEDOFRELIABILITYANDINTEGRITYANDZAHEERETALWHOCONSIDERTRUSTBEINGFORMEDTHROUGHRELIABILITY,HONESTY,ANDPREDICTABILITYCLEARLYTRUSTISAMULTIDIMEN
19、SIONALCONSTRUCTANDASSUGGESTEDINTHELITERATURE,COMPETENCE,BENEVOLENCE,ANDINTEGRITYARETHERECURRINGTHEMESINESTABLISHINGTRUSTDIMENSIONSINTHECONTEXTOFABUSINESSTOCONSUMEREXCHANGE,THENOTIONOFCOMPETENCEINCLUDESACOMPANYSABILITYTOFULLLITSPROMISESCOMMUNICATEDTOCONSUMERSINTEGRITYSUGGESTSTHATACOMPANYACTSINACONSIS
20、TENT,RELIABLE,ANDHONESTMANNERWHENFULLLINGITSPROMISESBENEVOLENCEISTHEPROBABILITYACOMPANYHOLDSCONSUMERSINTERESTSAHEADOFITSOWNSELFINTERESTANDINDICATESSINCERECONCERNFORTHEWELFAREOFTHECUSTOMERSACCORDINGLY,WECONCEPTUALIZETHREEDISTINCTDIMENSIONSOFTRUSTCOMPETENCE,INTEGRITY,ANDBENEVOLENCETHATVARYINDEPENDENTL
21、Y,BUTAREINTERRELATEDANDJOINTLYCONTRIBUTETOOVERALLCONSUMERTRUST21OVERALLTRUSTRESEARCHERSAGREETHATINARELATIONSHIP,ONEPARTYTENDSTOHAVEOVERALLTRUSTTOWARDTHEOTHEROVERALLTRUSTREFERSTOGENERALTRUST,WHICHISNOTRELATEDTOASPECICBEHAVIOROFTHEOTHERPARTY,ORANYCOMPONENTOFTRUSTHOWEVER,THELITERATUREALSOSUGGESTSTHATTR
22、USTHASADYNAMIC,RATHERTHANSTATICNATURETRUSTCHANGESOVERTIMEDEVELOPING,BUILDING,ANDDECLININGANDHENCEHASDIFFERENTLEVELSUNDERDIFFERENTCONDITIONSTHEPERCEIVEDLEVELOFRISKANDINTERDEPENDENCEBETWEENTWOPARTIESTHELEVELOFTRUSTCANCHANGEOVERTIMEWITHTHEVARIATIONSOFPERCEIVEDRISKANDINTERDEPENDENCETHUS,MANYMECHANISMSOF
23、TRUSTBUILDINGHAVEBEENPROPOSEDCORRESPONDINGTOTHISPROCESSRESEARCHERSHAVECONCEPTUALIZEDOVERALLTRUSTINTODISTINCTLEVELSTHISLEVELOFTRUSTREPRESENTSARELATIVELYSTRONGBONDINGBETWEENTWOPARTIESANDISPRACTICALFORANEXCHANGERELATIONSHIPIDENTICATIONBASEDTRUST,WHICHISBASEDONSHAREDINTERESTSANDVALUESTHISISTHESTRONGESTF
24、ORMOFTRUSTANDLEASTFRAGILETOCHANGINGENVIRONMENTSTHISFORMOFTRUSTISCONSIDEREDTOBETOOIDEALTOBETRUEFORANEXCHANGERELATIONSHIPSHEPPARDANDSHERMANCONCEPTUALIZEDTRUSTASFOURDISTINCTANDORDEREDFORMSSHALLOWDEPENDENCE,SHALLOWINTERDEPENDENCE,DEEPDEPENDENCE,ANDDEEPINTERDEPENDENCEBARNEYANDHANSENIDENTIEDTHREEFORMSOFTR
25、USTWEAK,SEMISTRONG,ANDSTRONG,ANDSTATEDTHATEACHFORMCANCREATESTRATEGICADVANTAGESFORARMWHENAPPLIEDAPPROPRIATELYINEXAMININGCONSUMERTRUSTINECOMMERCE,WEADOPTEDMCALLISTERSVIEWTOTREATOVERALLCONSUMERTRUSTATTWOLEVELSCOGNITIONBASEDTRUSTANDAFFECTBASEDTRUSTWESTRIVETOIDENTIFYATTRIBUTESTHATGREATLYCONTRIBUTETOBOTHC
26、OGNITIONBASEDANDAFFECTBASEDTRUSTINTHECONTEXTOFECOMMERCEBOTHCOGNITIONANDAFFECTBASEDTRUSTDRAWONATTRIBUTESSUCHASCOMPETENCE,INTEGRITYANDBENEVOLENCE3SOURCESOFCONSUMERTRUST31CONSUMERDISPOSITIONTOTRUSTBESIDESTHERANGEOFEXTERNALSTIMULIFROMTHEVENDOR,ITHASBEENARGUEDINTHELITERATURETHATCONSUMERTRUSTISTOALARGEEXT
27、ENTPERSONALITYBASEDBOWLBYANDROTTERHAVESUGGESTEDTHATAPERSONSCONCEPTOFTRUSTDEVELOPSDURINGCHILDHOODININTERACTIONSBETWEENTHEINDIVIDUALANDTHECAREGIVERS/PARENTSAPERSONEXHIBITSADISPOSITIONTOTRUSTTOTHEEXTENTTHATS/HEDEMONSTRATESACONSISTENTTENDENCYTOBEWILLINGTODEPENDONOTHERSACROSSABROADSPECTRUMORSITUATIONSAND
28、PERSONSMCKNIGHTETALDISTINGUISHBETWEENTWOTYPESOFDISPOSITIONSTOTRUST,EACHOFWHICHAFFECTSTRUSTINGINTENTIONTOACERTAINDEGREEFIRST,FAITHINHUMANITY,WHICHREFERSTOONESBELIEFTHATOTHERSTYPICALLYMEANWELLANDARERELIABLESECOND,TRUSTINGSTANCE,WHICHREFERSTOONESBELIEFTHATTHEYWILLOBTAINBETTERINTERPERSONALOUTCOMESBYDEAL
29、INGWITHPEOPLEASTHOUGHTHEYMEANWELLATTITUDETOWARDSONLINESHOPPING,SUBJECTIVENORM,ANDBEHAVIORALCONTROLTHETHEORYOFPLANNEDBEHAVIORANDITSEXTENSIONSPOSITTHATBOTHATTITUDETOWARDSABEHAVIORANDSUBJECTIVENORMAREIMMEDIATEDETERMINANTSOFINTENTIONTOPERFORMABEHAVIORATTITUDETOWARDSABEHAVIORISRECOGNIZEDASAPERSONSPOSITIV
30、EORNEGATIVEEVALUATIONOFARELEVANTBEHAVIORANDISCOMPOSEDOFAPERSONSSALIENTBELIEFSREGARDINGTHEPERCEIVEDOUTCOMESOFPERFORMINGABEHAVIORSUBJECTIVENORMISAFUNCTIONOFNORMATIVEBELIEFS,REPRESENTSAPERSONSPERCEPTIONOFWHETHERSIGNICANTREFERENTSAPPROVEORDISAPPROVEABEHAVIORTHETHEORYOFPLANNEDBEHAVIORFURTHERPROPOSESTHATI
31、NTENTIONTOPERFORMABEHAVIORISTHEPROXIMALCAUSEOFSUCHABEHAVIORINTENTIONSREPRESENTMOTIVATIONALCOMPONENTSOFABEHAVIOR,THATIS,THEDEGREEOFCONSCIOUSEFFORTTHATAPERSONWILLEXERTINORDERTOPERFORMABEHAVIORANOTHERVARIABLEISPERCEIVEDBEHAVIORALCONTROL,THEPERCEPTIONOFEASEORDIFCULTYINPERFORMINGABEHAVIORTHEASPECTOFEASEO
32、RDIFCULTYSPECICALLYRELATESTOWHETHERORNOTAPERSONPERCEIVESTHATS/HEPOSSESSESREQUISITERESOURCESANDOPPORTUNITIESNECESSARYTOPERFORMTHEBEHAVIORINQUESTIONEMPIRICALEVIDENCEINDICATESTHATTHEADDITIONOFPERCEIVEDBEHAVIORALCONTROLTOTHETRADITIONALATTITUDEBEHAVIORALMODELHASRESULTEDINMEANINGFULIMPROVEMENTSINTHEPREDIC
33、TIONOFINTENTIONSINTHECONTEXTOFECOMMERCE,ACCORDINGTOSHIMETAL,ACONSUMERSATTITUDETOWARDONLINESHOPPINGISMIRROREDBYHISORHERPERCEPTIONSOFSHOPPINGCONVENIENCE,WHICHCANBEMEASUREDBYTHEEXTENTTOWHICHACONSUMERACCEPTSTHEINTERNETASANEWSHOPPINGMEDIUMANDHOWUSEFULITREALLYISSUBJECTIVENORMSREFERTOACONSUMERSPERCEPTIONSO
34、FTHEEXTENTTOWHICHSIGNICANTREFERENTSAPPROVEOFINTERNETUSEFORSHOPPINGPERCEIVEDBEHAVIORALCONTROLISREECTEDBYTHEPERCEPTIONOFEASEOFUSEOFTHEINTERNETASASHOPPINGMEANS,PERCEIVEDCONTROLININTERACTION,ANDPERCEIVEDRISKINECOMMERCEPASTPURCHASEBEHAVIORFISHBEINANDAJZENDIDNOTINCLUDEPASTBEHAVIORASAPREDICTORINTHEIRTHEORY
35、OFPLANNEDBEHAVIOR,OTHERATTITUDEBEHAVIORRESEARCHERSHOWEVERASSERTTHATINCLUSIONOFPASTBEHAVIORINTHEMODELSIGNICANTLYIMPROVESTHEPREDICTIONOFBEHAVIORTHISISBASEDONTHEARGUMENTTHATBEHAVIORISINUENCEDBYLEARNEDPREDISPOSITIONSTORESPONDTHATARENOTREADILYENCOMPASSEDBYTHECONCEPTSOFATTITUDEANDINTENTIONSHIMANDDRAKEFOUN
36、DTHATCONSUMERSWITHSTRONGINTENTIONSTOSHOPELECTRONICALLYHADPREVIOUSEXPERIENCEWITHOTHERNONSTORESHOPPINGFORMATSASWELLASPRIOREXPERIENCEWITHTHEUSEOFPERSONALCOMPUTERSSIMILARLY,LIANGANDHUANGFOUNDTHATCONSUMERSPRIOREXPERIENCEHADAMODERATINGEFFECTINPREDICTINGTHEIRACCEPTANCEOFINTERNETSHOPPINGRESEARCHRELATEDTOTHE
37、ADOPTIONOFOTHERTECHNOLOGYBASEDSHOPPINGFORMATSHAVEALSOINDICATEDTHATPREVIOUSNONSTOREEXPERIENCEMAYHELPPREDICTINTENTIONTOADOPTINTERACTIVEELECTRONICFORMATS19ANDTHATSHOPPERSWHOUSEELECTRONICSHOPPINGTECHNOLOGIESHAVEMOREEXPERIENCEWITHTHESEORRELATEDTECHNOLOGIESTHUS,PASTNONSTOREANDONLINEEXPERIENCESMAYHAVEADIRE
38、CTIMPACTONACONSUMERSTRUSTINANERM,BECAUSEKNOWLEDGEOREXPERIENCEISRELATEDTOINCREASEDASSESSMENTOFTHETRUSTWORTHINESSOFANINTERNETVENDORTHISVIEWISSUPPORTEDBYMIYAZAKIANDFERNANDEZ,WHOFOUNDTHATMOREEXPERIENCEWITHTHEINTERNETANDTHEUSEOFOTHERREMOTEPURCHASINGMETHODSARERELATEDTOLOWERLEVELSOFPERCEIVEDRISKTOWARDONLIN
39、ESHOPPING,WHICHINTURNRESULTSINHIGHERONLINEPURCHASERATESTHISLEADSTOTHEINCLUSIONOFTHREEADDITIONALVARIABLESINTHISSTUDYABOUTTHECHARACTERISTICSOFCONSUMERTIMESINCETHEINTERNETHASBEENUSED,FREQUENCYOFSHOPPINGONLINE,ANDEXPERIENCEOFSHOPPINGTHROUGHOTHERDIRECTPURCHASEMETHODSSUCHASCATALOGSPERSONALVALUES,GENDER,AG
40、E,ANDEDUCATIONANOTHERPERSONALFACTORTHATCANGREATLYINUENCEACONSUMERSTRUSTTOWARDSASELLER,ISAPERSONSVALUESTYPICALLY,PEOPLEINCORPORATEVALUESINTOTHEIRVALUESYSTEMANDPRIORITIZETHEMINTERMSOFTHEIRRELATIVEIMPORTANCEASGUIDINGPRINCIPLESAPERSONSVALUESYSTEM,THUS,GUIDESBEHAVIORANDTHEINTERPRETATIONOFEXPERIENCEBYFURN
41、ISHINGCRITERIATHATAPERSONCANUSETOEVALUATEANDMAKESENSEOFEVENTSANDACTIONSINTHESURROUNDINGWORLDTHEPARTICULARVALUESYSTEMDETERMINESTYPESOFBEHAVIORS,EVENTS,SITUATIONS,ORPEOPLETHATAREDESIRABLEORUNDESIRABLEANINDIVIDUALWHOSEVALUESYSTEMEMPHASIZESLOYALTYANDHONESTY,FOREXAMPLE,WILLSTRIVETOACHIEVELOYALTYANDHONEST
42、YINHISORHERRELATIONSHIPSWITHOTHERSVALUESCONTRIBUTETOTHEGENERALIZEDEXPERIENCEOFTRUSTANDCANEVENCREATEAPROPENSITYTOTRUSTTHATSURPASSESSPECICSITUATIONSANDRELATIONSHIPSTHESEASSERTIONSARECONSISTENTWITHTHELARGEBODYOFLITERATUREONTRUSTCLEARLYEXISTINGTHEORYANDRESEARCHSUGGESTTHATTRUSTCANBEBASEDONENDURINGANDRELA
43、TIVELYSTABLECHARACTERISTICSOFINDIVIDUALSENSHROUDEDINAPERSONSVALUESYSTEMFOREXAMPLESSEETHEWORKSOFMAYERETALONTHENOTIONOFPROPENSITYTOTRUST,ROTTERSCONCEPTUALIZATIONSOFAGENERALTENDENCYTOTRUST,ANDSTACKSRESEARCHONTRUSTASASOMEWHATSTABLEDISPOSITIONOTHERPERSONALCHARACTERISTICSSUCHASGENDERHAVEBEENFOUNDTOINUENCE
44、APERSONSPURCHASEINTENTIONORBEHAVIORJOHNSONGEORGEANDSWAPFOUNDTHATMALEANDFEMALESUBJECTSLOOKFORDIFFERENTQUALITIESINANOTHERPERSONWHENASSESSINGHISORHERTRUSTWORTHINESSFORMALESUBJECTS,THESCALEINCLUDESFACTORSOFRELIABILITY,EMOTIONALTRUST,ANDGENERALTRUSTFORFEMALESUBJECTS,SIMILAR,BUTNOTIDENTICAL,RELIABILITYAND
45、EMOTIONALTRUSTFACTORSEMERGEWITHRESPECTTOOURRESEARCHWEINCLUDEGENDERISSUESTOEXAMINEWHETHERREQUIREMENTSFORTRUSTAREDIFFERENTBETWEENMALEANDFEMALESHOPPERSOTHERDEMOGRAPHICVARIABLES,ESPECIALLYAGEANDEDUCATIONLEVEL,AREREGARDEDASIMPORTANTFACTORSTHATGREATLYINUENCECONSUMERBEHAVIORINOURNALMODELTHESETWOVARIABLESAR
46、ECONTROLLED32INTERNETVENDORVENDORCHARACTERISTICSANDTRUSTSOURCESINCHANNELMANAGEMENTRESEARCH,CHARACTERISTICSSUCHASRMSIZE,NUMBEROFYEARSTHATARMHASBEENINBUSINESS,REPUTATION,ANDBRANDRECOGNITIONARECONSIDEREDIMPORTANTININUENCINGACUSTOMERSTRUSTTOWARDSARMFIRMSIZE,EFERSTOTHERMSOVERALLSIZEANDITSMARKETSHAREPOSIT
47、IONLARGESIZEANDMARKETSHAREINDICATETHATTHERMHASALARGENUMBEROFCUSTOMERSANDHASFOLLOWEDTHROUGHWITHCOMMITMENTSMADETOITSCUSTOMERSTHISISBECAUSEITWOULDNOTHAVEBEENPOSSIBLEFORTHERMTOMAINTAINITSPOSITIONINTHEINDUSTRYONTHEOTHERHAND,ALESSTRUSTWORTHYANDMOREOPPORTUNISTICRMWOULDBEUNABLETOBUILDSALESVOLUMEORLARGEMARKE
48、TSHARETHEREFORECUSTOMERSWOULDRATIONALLYDETERMINETHATSINCELARGERRMSWOULDINCURSIGNICANTCOSTSTHROUGHUNTRUSTWORTHYBEHAVIORTHANSMALLERRMS,THEREISMERITINTRUSTINGLARGERRMSNUMBEROFYEARSARMREMAINSINBUSINESSALSODETERMINESTHELEVELOFTRUSTWORTHINESSOFACOMPANYALESSTRUSTWORTHYCOMPANYWILLNOTBEABLETOBEINBUSINESSFORA
49、LONGTIME,ESPECIALLYINAVERYUNCERTAINENVIRONMENTINSUMMARY,WEEXAMINEFOURCHARACTERISTICSOFANERM,WHICHARETHESOURCESOFCONSUMERTRUSTTHESEARETHENUMBEROFYEARSINBUSINESS,REPUTATION,BRANDRECOGNITION,ANDOFINEPRESENCE33WEBSITEWEBSITECHARACTERISTICSANDTRUSTSOURCESTHEPRESENCEOFAWEBSITEUNDOUBTEDLYCANCONVEYSOMESENSEOFARMSTRUSTWORTHINESSTOCONSUMERSIFTHEWEBSITEISTHEONLYMEANSTOINTERACTWITHTHECONSUMERS,ITISIMPORTANTTOEXAMINEITSCHARACTERISTICSINATRADITIONALBUYERSELLERRELATIONSHIP,ASALESPERSONSKNOWLEDGEOFTHEPRODUCT,THEABILITYTOSEL
