[论文解读] A Study on the Factors That Influence the Consumers Trust on Ecommerce Adoption

Yi Yi Thaw, Ahmad Kamil Mahmood+1 more|ArXiv.org|Sep 7, 2009

Technology Adoption and User Behaviour参考文献 5被引用 25

一句话总结

本研究探讨了感知安全、隐私和风险如何影响消费者对B2C电子商务的信任。基于调查数据的因子分析与皮尔逊相关性分析显示，信任显著受供应商可信度影响，并通过感知隐私起中介作用，而感知风险则对信任产生负面影响——尽管感知安全与隐私本身并不会直接提升信任。

ABSTRACT

The development of electronic commerce is characterized with anonymity, uncertainty, lack of control and potential opportunism. Therefore, the success of electronic commerce significantly depends on providing security and privacy for its consumers sensitive personal data. Consumers lack of acceptance in electronic commerce adoption today is not merely due to the concern on security and privacy of their personal data, but also lack of trust and reliability of Web vendors. Consumers trust in online transactions is crucial for the continuous growth and development of electronic commerce. Since Business to Consumer (B2C) ecommerce requires the consumers to engage the technologies, the consumers face a variety of security risks. This study addressed the role of security, privacy and risk perceptions of consumers to shop online in order to establish a consensus among them. The analyses provided descriptive frequencies for the research variables and for each of the study s research constructs. In addition, the analyses were completed with factor analysis and Pearson correlation coefficients. The findings suggested that perceived privacy of online transaction on trust is mediated by perceived security, and consumers trust in online transaction is significantly related with the trustworthiness of Web vendors. Also, consumers trust is negatively associated with perceived risks in online transactions. However, there is no significant impact from perceived security and perceived privacy to trust in online transactions.

研究动机与目标

• 识别影响在线购物环境中消费者信任的关键因素。
• 检验感知安全与隐私在塑造消费者信任中的中介作用。
• 评估感知风险对消费者采用电子商务意愿的影响。
• 就B2C电子商务采纳中的信任决定因素达成共识。
• 提供信任、安全与隐私在在线交易中相互作用的实证证据。

提出的方法

• 通过面向具有在线购物经验消费者的问卷调查收集数据。
• 使用描述性频次分析总结研究变量与构念。
• 应用因子分析以验证并减少研究构念的维度。
• 计算皮尔逊相关系数以检验变量之间的关系。
• 进行中介效应分析，评估感知安全对隐私-信任关系的作用。
• 使用标准推断统计技术进行统计分析以检验假设。

实验结果

研究问题

• RQ1 感知安全与隐私在多大程度上影响消费者对电子商务交易的信任？
• RQ2 感知隐私在塑造消费者信任过程中，是否在感知安全与信任之间起中介作用？
• RQ3 感知风险如何影响消费者在在线购物环境中的信任？
• RQ4 供应商可信度对消费者在电子商务中的信任具有多大程度的直接影响？
• RQ5 感知安全与隐私是否是在线交易中消费者信任的重要预测因子？

主要发现

• 消费者对在线交易的信任与对网络供应商可信度的感知显著正相关。
• 感知隐私在感知安全与消费者对电子商务信任的关系之间起中介作用。
• 感知风险与消费者对在线交易的信任之间存在显著负相关关系。
• 感知安全与感知隐私对消费者信任没有显著的直接影响。
• 感知安全通过感知隐私对信任的间接影响具有统计显著性。
• 研究结果表明，信任更多受到供应商可信度的影响，而非单纯的技术安全或隐私功能。