電子商務領域英文論文原文(編輯修改稿)

　

【文章內容簡介】 er in their inherent propensity to trust [2]. This tendency is based not upon experience or knowledge of a specific trusted party, but is instead the result of ongoing lifelong experiences and socialization [13] [14] [15]. Existing research has revealed that an individual’s propensity to trust has a major influence on his/or her trust [12]. Hence we hypothesize that:H5. Propensity to trust is positively related to the level of consumers’ trust in the emerce vendor.a) 信任傾向消費者對信任的傾向通常表現在對人的信心并且對待他人采取信任的態度[12]。受文化背景，個性類型和以往的經驗的影響，消費者不同固有的信任傾向也不同[2]。這種傾向不是以經驗或者對特定的可信黨派的認識，而是親身的經驗和社會化的結果[13] [14][15]。現有的研究表明，個人信任傾向對他人的信任有重大影響或 [12]。因此我們推測：。b) Experiencebased familiarityA consumer’s familiarity with the Online Selling Party (FAM) refers to the consumer’s degree of acquaintance with selling entity, which includes the knowledge of the vendor and understanding its relevant procedures such as searching for products and information and ordering through the Website’s purchasing interface [4]. The more familiar a consumer is with the vendor, the higher trust the consumer has in the vendor. Hence, our hypothesis is:H6: The level of consumers’ familiarity with the vendor is positively related to the level of consumers’ trust in the emerce vendor.b）基于經驗的熟悉 消費者對網上銷售黨（FAM）的熟悉是指消費者與銷售實體的相識程度，包括對供應商的了解以及對相關程序的了解，如搜索產品和信息，并通過該網站的購買界面訂購[4]。顧客對賣方越熟悉，那顧客對這個賣家的信任度就越高。因此我們推測： H6:顧客與賣家的熟悉程度與顧客對賣家的信任度成正比。III. RESEARCH METHODSA. MeasureThe measures used in this research are mainly adapted from relevant prior studies. 15 questionnaire items are developed and revised by some experts with significant experiences in of the items are also revised in accordance with the results of pilot test by 20 ebusiness consumers. Most of the items are measured using 5point Likert scale ranged from 1 as strongly disagree to 5 as strongly agree.B. Data collectionThe target group of the online questionnaire is those consumers using ebusiness website , the leader of B2C emerce in China. We municated with them by using online chatting software and sent questionnaires to total of 500 questionnaires is distributed and 115 usable responses are generated, resulting in 23%.A. 測量在這項研究中所使用的措施，主要是采用以前相關的研究。15個問卷項目由一些經驗豐富的電子商務專家制定和修訂。一些項目也根據20個電子商務消費者的測試結果而改進。大部分項目采用由1到5的5點李克特尺度范圍，1為強烈反對，5為非常同意。B. 數據收集網上問卷的目標群體是那些使用B2C電子商務在中國的領導者，淘寶網的消費者。我們通過網上聊天軟件與他們溝通，向他們發出問卷?？偣舶l出了500份問卷，總共收到了115份可用的回答，回答率是23%。IV. RESULTS AND DATA ANALYSISA. Demographic profile of respondentsTable I summarizes the demographic profile and descriptive statistics of the respondents. The subjects consist 61 males (%) and 54 females (%). The gender percentage of the China respondents is very parable to the result of CNNIC [16], which reported that % of the respondents were males in 2009. In addition, most of our respondents are age from 15 to 30. Moreover, most of our respondents are well educated. The educational level of % of the respondents is higher than junior college(including junior college). What’s more, % of the respondents spend more than 2 hours per day on Internet.TABLE I. DEMOGRAPHIC PROFILE OF RESPONDENTSIV. 結果和數據分析A． 回答者的狀況表I概括了受訪者的個人資料和描述性統計。這項目包括61名男性（％）和54位女性（％）。中國受訪者的性別比例與中國互聯網絡信息中心[16]的結果相媲美，報告說2009年，％的調查對象是男性。除此之外，大多數的回答者的年齡分布在15歲到30歲。而且，我們的回答者大多數是受過良好教育的。％的受訪者的教育水平高于大專（含大專）。更值得一提的是，％的受訪者每天超過2小時花費在互聯網上。B. Reliability and ValidityAs mentioned, the pilot test and the experts’ revision were conducted to improve the validity. SPSS was used for statistical analysis. Reliability was examined using Cronbach’s alpha value. As shown in Table II, almost all the alphas for these factors are good enough, and the alpha which including all the influencing factors is , which is surprisingly high to show that the total performance of the internal consistency for reliability of the result is good.C. Means, Standard deviations and CorrelationsThe means, standard deviations and correlations between variable are presented in Table II. Among all the variables, most of the means except the propensity to trust are bigger than 4 and are very close to the mean of the intention to purchase, w