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AnEmpiricalStudyOnConsumerTrustinB2CecommerceinChinaYujieBao,YanLi,﹡XinMeng,YuchangLiu,WeimingWangInternationalCollegeatBeijingChinaAgriculturalUniversityBeijing,Chinaicbliyan@cau.edu.cnAbstract—Consumertrusthasbeenmoreandmorerecognizedasanimportantfactorforasuccessfule-commercevendor.Basedonthepreviousresearch,thispaperdevelopedanextendedmodelforanalyzingthemainattributesoftrustoftheusersinChina.Asurveyregardingthetrustofe-commerceusersisconductedtoempiricallytestthemodel.Theresultshowstheperceivedreputationandsize;thelevelofmulti-channelintegration,thesystemassurance,consumers’propensitytotrustandexperienced-basedfamiliarityareallpositivelyrelatedwithconsumers’trustinthevendor.Thefindingsmayprovidethesuggestionsforthevendorstoconsiderthetrustworthybytheconsumers.Keywords:e-commerce;consumertrust;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.INTRODUCTIONE-business(electroniccommerce)isdescribedastheprocessofbuying,selling,transferring,orexchangingproducts,services,and/orinformationviacomputernetworks,includingtheInternet.Therearemanyadvantagesdrivingthegrowthofe-commerceintherecentdecades.Timesaving,agreatervarietyofchoicesandcheaperpricesarethethreemainadvantages.Butlikethetraditionalbusiness,problemsemergease-commercebecomesmorepopular.Theconsumers’trustine-commerceisbecomingthemostsignificantproblem.Oneofthekeyfactorsthatmakeane-commercesuccessfulistheabilitytogainconsumertrust.Trustisdefinedasinthisstudyasaconsumer’spositiveexpectationsregardingane-vendor’sconduct,characterizedasfaith,confidenceandassurance.Trustcreatepositivefeelingstowardstransactionswithwebretailers,andthusisconsideredasoneofthemajormechanismstoreduceperceptionsofbehavioraluncertaintyrelatedtoactionsofwebretailers[7].Thisresearchisfocusedonexaminingtheinfluentialfactorsofconsumertrustbyempiricalexperimentationtoprovideabasisfore-commercevendorstoimprovetheirbusinesses.I.导言电子商务可以被描述为通过计算机网络,包括互联网购买、出售、转让、或交换产品、服务、资讯的过程。许多优势推动了电子商务在最近的几十年里增长。节省时间，更多样化的选择，价格便宜，是三个主要优点。但是随着电子商务变的越来越流行，就像传统的商务形式一样。电子商务出现了越来越多的问题。消费者的信任度正成为其中最重要的问题。使电子商务成功的关键因素之一是获得消费者信任的能力。信誉度在这个研究中被定为消费者对网上卖方的行为，信念特征，承诺与信心的积极期望。通过与网络零售商的交易信誉度建立了积极的感觉，是减少网络零售商行为认知的不确定性的主要机制之一[7]。这项研究的重点是通过有经验的实验检验对消费者信任有影响的因素，为电子商务销售商改善业务提供基础。II.LITERATUREREVIEW,RESEARCHMODELANDHYPOTHESESTrustisanimportantfactorinmanysocialandeconomicactivities.InthecontextofInternetbusiness,trustiscriticalbecauseofthenatureandalsothelimitationsofonlinebusiness—theinvisibilityofthetransactionprocess,thephysicalseparationbetweenbuyersandsellers,thephysicalseparationbetweenbuyers[1].Theselimitationscausegreateruncertaintythatallconsumerstrytoavoidwhenmakinganypurchasedecisions.信任在许多社会和经济活动中是一个重要因素。在互联网业务背景下，信任是关键的，因为自然和网上业务的限制——看不见的交易过程，买家和卖家之间的物理隔离，买卖双方的物理空间隔离。这些限制会导致更大的不确定性，所有的消费者在做出购买决定时都尽量避免这些限制。Inpriorresearch,Mayer[2]proposedamodelincorporatingbothatrustingparty(trustor)andapartytobetrusted(trustee).Theydiscussedthetrustor’sperceptionaboutthetrustees’characteristics.Jarvenpaa[3]examinedwhethercustomers’perceptionsaboutthereputationandsizeofanInternetstoreaffecttheirtrustinthestoreandBendolyexaminedthechannelintegrationonconsumer’sloyaltytoamulti-channelfirm.在以前的研究中，梅耶[2]提出了一个模型，纳入一个信任的一方（委托人）和被信任的一方（受托人）。他们讨论了委托人对受托人特征的看法。耶尔文佩[3]调查是否网上商店的声誉和规模影响消费者对商店的信任的看法，Bendoly调查综合消费者对于多渠道公司的忠诚度。Someofthepreviousresearchidentifiedandexaminedthetrustintermofonesingleaspectofthetrusteesandtrustorsrespectively.Ourresearchdevelopsaresearchmodelbyinvolvingtheattributesallvariablesfrombothaspectsoftrustorsandtrustees.AsshowninFigure1,theconsumer’strustismainlyinfluencedbyperceivedreputationandsize,multichannelintegration,systemassurance,consumerfeedbackmechanism,propensitytotrustandexperience.一些先前的研究证实并分别验证了委托人与受委托人个人方面的信誉度。我们的研究开发的研究模型涉及的变量属性来自于委托人与受委托人双方面。正如图1所示，消费者的信任受感知的的名誉和规模，多渠道整合，系统担保，消费者反馈机制所影响，倾向于信任和经验。Figure1.ResearchModel.A.Characteristicsoftrustees(e-commercevendors)a)PerceivedreputationandsizeResearchintraditionalindustrialbuyer-sellerrelationshipsrevealedthatbuyer’sperceptionsofseller’sreputationandsizearethefactorsoftrustworthiness[4].Reputationisdefinedastheextenttowhichbuyersbelieveasellerisprofessionallycompetentorhonestandbenevolent.Reputationisvulnerablebecauseitishardertoformareputationthantoloseit[6].Forinstance,duetotheSanlumilkpowderevent,customersshowedgreatdecreaseintrustindomesticmilkpowderproducers.DoneyandCannon[5]definedaseller’ssizeasitsoverallsizeandmarketshareposition.Sizecouldindicatemanythings.Secondlargesizemeansthebusinessisrecognizedbyalargepopulationofcustomers,whichgivesthepotentialcustomersasignalthatthebusinessisreliable.Sowehypothesizethat:H1.Theperceivedreputationandsizeofe-commercevendorispositivelyrelatedtothelevelconsumers’trustinthevendor.A.受托人的特征（电子商务供应商）a)知觉的声誉和规模传统产业的买卖双方关系的研究表明，买方对卖方的声誉和规模的看法是可信赖因素。[4]声誉被定义为买方相信卖方是专业的或诚实守信的程度。声誉是脆弱的，因为丢失声誉比形成声誉来的要难[6]。例如，由于三鹿奶粉事件，客户对国内奶粉生产商的信任度明显下降。多尼和佳能[5]定义总的规模和市场份额为卖方的规模。规模可以象