論文翻譯模板

1、外文資料翻譯原文部分An Empirical Study On Consumer Trust in B2C ecommercein China(FromShihang/stamp/stamp.jsp?tp=&arnumber=5998404&isnumber=5997898)Yujie Bao, Yan Li,* Xin Meng, Yuchang Liu, Weiming WangInternational College at BeijingChina Agricultural UniversityBeijing, Chin

2、aicbliyanAbstractConsumer trust has been more and more recognized as an important factor for a successful e-commerce vendor. Based on the previous research, this paper developed an extended model for analyzing the main attributes of trust of the users in China. A survey regarding the trust of e-comm

3、erce users is conducted to empirically test the model. The result shows the perceived reputation and size; the level of multi-channel integration, the system assurance, consumers propensity to trust and experienced-based familiarity are all positively related with consumers trust in the vendor. The

4、findings may provide the suggestions for the vendors to consider the trustworthy by the consumers.Keywords: e-commerce; consumer trust; ChinaI. INTRODUCTIONE-business (electronic commerce) is described as the process of buying, selling, transferring, or exchanging products, services, and/or informat

5、ion via computer networks,including the Internet. There are many advantages driving the growth of e-commerce in the recent decades. Time saving, a greater variety of choices and cheaper prices are the three main advantages. But like the traditional business, problems emerge as e-commerce becomes mor

6、e popular. The consumers trust in e-commerce is becoming the most significant problem. One of the key factors that make an e-commerce successful is the ability to gain consumer trust.Trust is defined as in this study as a consumers positive expectations regarding an e-vendors conduct, characterized

7、as faith, confidence and assurance. Trust create positive feelings towards transactions with web retailers, and thus is considered as one of the major mechanisms to reduce perceptions of behavioral uncertainty related to actions of web retailers 7.This research is focused on examining the influentia

8、l factors of consumer trust by empirical experimentation to provide a basis for e-commerce vendors to improve their businesses.II. LITERATURE REVIEW, RESEARCH MODEL ANDHYPOTHESESTrust is an important factor in many social and economic activities. In the context of Internet business, trust is critica

9、l because of the nature and also the limitations of online businessthe invisibility of the transaction process, the physical separation between buyers and sellers, the physical separation between buyers 1. These limitations cause greater uncertainty that all consumers try to avoid when making any pu

10、rchase decisions.In prior research, Mayer 2 proposed a model incorporating both a trusting party (trustor) and a party to be trusted (trustee). They discussed the trustors perception about the trustees characteristics. Jarvenpaa 3 examined whether customers perceptions about the reputation and size

11、of an Internet store affect their trust in the store and Bendoly examined the channel integration on consumers loyalty to a multi-channel firm.Some of the previous research identified and examined the trust in term of one single aspect of the trustees and trustors respectively. Our research develops

12、 a research model by involving the attributes all variables from both aspects of trustors and trustees. As shown in Figure 1, the consumers trust is mainly influenced by perceived reputation and size, multichannel integration, system assurance, consumer feedback mechanism, propensity to trust and ex

13、perience.Figure 1. Research Model.A. Characteristics of trustees (e-commerce vendors)a) Perceived reputation and sizeResearch in traditional industrial buyer-seller relationships revealed that buyers perceptions of sellers reputation and size are the factors of trustworthiness 4.Reputation is define

14、d as the extent to which buyers believe a seller is professionally competent or honest and benevolent. Reputation is vulnerable because it is harder to form a reputation than to lose it 6. For instance, due to the Sanlu milk powder event, customers showed great decrease in trust in domestic milk pow

15、der producers.Doney and Cannon 5 defined a sellers size as its overall size and market share position. Size could indicate many things. Second large size means the business is recognized by a large population of customers, which gives the potential customers a signal that the business is reliable. S

16、o we hypothesize that:H1. The perceived reputation and size of e-commerce vendor is positively related to the level consumers trust in the vendor.b) Multi-channel integrationDaniel and Wilson 8 identified integration across channels to enable multi-channel service as one of the key dynamic capabilit

17、ies necessary for e-business transformation. A fully integrated channel also enables the vendor to provide a customized service in the most satisfied way for the customers, which in return will increase customers confidence in their shopping experience, thus will increase their trust in the vendor.

18、Therefore our hypothesis is:H2. The level of multi-channel integration of an ecommerce vendor is positively related to the level of consumers trust in the vendor.c) System assuranceSystem assurance is defined as the dependability and security of a vendors online transaction system, which enables tra

19、nsactions through the Internet, be secure and successful 1.A well-established security system lays a solid foundation for a successful e-commerce; it indicates that consumers money is guaranteed to be safe, which will consequently increase consumers trust in the vendor. Hence, it follows:H3. The sys

20、tem assurance of an e-commerce vendor is positively related to the level of consumers trust in the vendor.d) Consumer feedback mechanism.For first-time visitors, other consumers feedback and attitudes may work as a necessary reference in forming attitude judgment. 9 10 11. A perfect feedback mechani

21、sm should be instantaneous, transparent and honest. A well-established feedback mechanism can give consumers a better view of the business, and increase their trust in the vendor. So we hypothesize that:H4. A consumers evaluation on the websites feedback mechanism is positively related to the level

22、consumers trust in the vendor.B. Characteristics of trustors. (consumers)a) Propensity to trustA consumers disposition to trust is a general inclination to display faith in humanity and to adopt a trusting stance toward others 12. Influenced by cultural background, personality type and previous expe

23、rience, consumers differ 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 individuals propensity t

24、o 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 e-commerce vendor.b) Experience-based familiarityA consumers familiarity with the Online Selling Party (FAM) refers to the consumers de

25、gree 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 Websites purchasing interface 4. The more familiar a consumer is with the vendor, the higher trust th

26、e 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 ecommerce vendor.III. RESEARCH METHODSA. MeasureThe measures used in this research are mainly adapted from relevant prior studies

27、. 15 questionnaire items are developed and revised by some experts with significant experiences in ecommerce.Some of the items are also revised in accordance with the results of pilot test by 20 e-business consumers. Most of the items are measured using 5-point Likert scale ranged from 1 as strongly

28、 disagree to 5 as strongly agree.B. Data collectionThe target group of the online questionnaire is those consumers using e-business website T, the leader of B2C e-commerce in China. We communicated with them by using online chatting software and sent questionnaires to them.The total of 500 questionn

29、aires is distributed and 115 usable responses are generated, resulting in 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 (53.04%) and 54 females (46.96%). Th

30、e gender percentage of the China respondents is very comparable to the result of CNNIC 16, which reported that 54.2% 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 95.65%

31、 of the respondents is higher than junior college(including junior college). Whats more, 83.48% of the respondents spend more than 2 hours per day on Internet.TABLE I. DEMOGRAPHIC PROFILE OF RESPONDENTSB. Reliability and ValidityAs mentioned, the pilot test and the experts revision were conducted to

32、 improve the validity. SPSS was used for statistical analysis. Reliability was examined using Cronbachs 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 0.943, which is surprisingly high to show t

33、hat 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 tr

34、ust are bigger than 4 and are very close to the mean of the intention to purchase, which was similar to the results of standard deviation. We also calculated the correlation between all the answers of each question and the answers of the question directly related to respondents intention to purchase

35、 which were seen as the consumer trust. And the data of correlation was also shown in table 2. We can find that the correlation data for all the influencing factors are larger than 0.6, which means they have direct positive relation with consumer trust, which proved our hypotheses to be correct.TABL

36、E II. RESULTS OF STATISTICSV. DISCUSSIONOverall our results can support our proposed hypotheses. As shown in our results, we can find that the correlation between consumer trust and all these six factors are bigger than 0.6, which means that all these factors are well positively related to the consu

37、mer trust.The first finding from the result of our research is that even though consumers propensities to trust has a very low means,but the correlation with consumer trust is still very high. The correlations (0.772 and 0.784) in our result show that the positive relationship between the propensity

38、 to trust and consumers trust towards e-vendors really exist. Even though more and more people are not willing to trust others, different people growing process still shaped their different standards to trust and rely, which greatly impact their trust on the e-vendor.To make this finding into practi

39、ces, the vendors can provide more descriptions of the products or services to provide more detailed information.From the results of research, we found that the result of the experience (familiarity) was very similar to the results of other researches that experience (familiarity) has a significantly

40、 positive relationship with consumers trust. Our confidence and trust are closely related to the lifelong socialization process with all the people around. In this way, this result would help the e-vendor a lot if the vendor can provide an impression to the consumers that the system or the trading w

41、ay they use is familiar, and then consumers are likely to relate their experience to the e-vendor, which can greatly increase the consumer trust. Whats more, the e-vendor also can provide detailed flow of the whole trading process to increase consumers familiarities for the e-vendor.By study our res

42、earch reports, we also found that all these 4 factors of trustees (Perceived reputation and size, Multichannel Integration, System Assurance, Consumer feedback mechanism) were well related to consumer trust.Consumer feedback mechanism can reduce consumersperceived risk as they can know other purchas

43、ers opinions toward the e-vendor. The result of the research of Jarvenpaa et al. 3 and Shemwell et al. 17 proved that consumersperceived risk has the negative effect on consumers trust toward vendors. Most respondents supported the idea that if the website could provide more detailed feedbacks, and

44、tried to improve the quality of the information, they would be more willing to purchase from the vendor. In this way, it would be helpful for e-vendors if they can perfect the feedback mechanism and guarantee the quality of the feedback information to show their honesty and good quality.The perceive

45、d reputation and size also showed good relationship with consumers trust. Good reputation gives consumers an impression of honesty, and big size can give consumers an impression of satisfying services, which are very important to build consumer trust. In this way, it is helpful for an e-vendor to pu

46、blicize the successful operation and scale of the website to give the consumers an impression of good reputation and size. Thats why advertisement is a good way to gain consumers trust.Multichannel Integration also has shown its strong relationship with consumers trust by analyzing the results of ou

47、r research. After the survey, we proved our hypotheses, and found the relationship indeed exists. In this way, the e-vendors should provide more detailed information for consumers to contact, and also provide more customized services.Similar to other researches, we also found that system assurance h

48、ad close relationship with consumer trust. Trading with the cooperation of third party and applying more functions to help protect consumers securities can help improve consumers trust which was shown in our research results. In this way, it is necessary for e-vendors to apply secure trading system

49、to win consumer trust. What's more, most of the respondents paid attention to the secure of their private information, so it is also helpful for e-vendors to apply more functions on the protection of consumers private information.As many consumers were afraid of the losses resulting from their o

50、wn mistakes during trading process, so we suggest that the website should provide more detailed directions for new users so that make them feel more confident to buy.VI. CONCLUSIONThe research is to find out what are the main practical factors that can affect consumer trust toward e-business and the

51、 research model is developed to test the main relationships between the influential factors and trust. After the data collection and data analysis, we found all the factors, perceived reputation and size, multichannel integration, system assurance, consumer feedback mechanism, propensity to trust an

52、d experience, all positively affected the trust. Comparing to previous research, our research have some new findings. First, the propensities to trust for some studies were low, but it still had close relationship with consumer trust. Second, our findings would be helpful for e-vendors to develop bu

53、siness strategies coping with the changing market in China.The research also has some limitations such as the volume of respondents is not quite large, the cross-sectional survey was done in 2 months. But the result of our research still can almost confirm our hypotheses to be correct. And we believ

54、e using correlation function is enough to prove our ideas. And we will continue to do the research to confirm the results and try to conduct some practical implications. The research also supported previous researchers achievements and settled foundation for further research.外文資料翻譯譯文部分中國B2C電子商務(wù)消費者信任

55、研究(引自/stamp/stamp.jsp?tp=&arnumber=5998404&isnumber=5997898)包宇杰，李巖，孟鑫，劉裕昌，王偉明中國農(nóng)業(yè)大學(xué)北京國際學(xué)院icbliyan摘要對于一個成功的電子商務(wù)供應(yīng)商，消費者信任度已經(jīng)被越來越多的人認(rèn)為是一個重要的因素。本文在前人研究的基礎(chǔ)上，開發(fā)了一個擴展模型分析中國用戶的信任的主要屬性。一項關(guān)于電子商務(wù)用戶信任度的測試正在進行。結(jié)果表明認(rèn)知的聲譽和大小;水平的多通道集成、系統(tǒng)保證,消費者對于賣方的信任度更傾向于那些熟悉的有過交易經(jīng)驗的人。這個發(fā)現(xiàn)可以為賣方提供建議去

56、尋找可靠的顧客。 關(guān)鍵詞：電子商務(wù)；消費者信譽；中國I. 導(dǎo)言電子商務(wù)可以被描述為通過計算機網(wǎng)絡(luò),包括互聯(lián)網(wǎng)購買、出售、轉(zhuǎn)讓、或交換產(chǎn)品、服務(wù)、資訊的過程。許多優(yōu)勢推動了電子商務(wù)在最近的幾十年里增長。節(jié)省時間，更多樣化的選擇，價格便宜，是三個主要優(yōu)點。但是隨著電子商務(wù)變的越來越流行，就像傳統(tǒng)的商務(wù)形式一樣。電子商務(wù)出現(xiàn)了越來越多的問題。消費者的信任度正成為其中最重要的問題。使電子商務(wù)成功的關(guān)鍵因素之一是獲得消費者信任的能力。信譽度在這個研究中被定為消費者對網(wǎng)上賣方的行為，信念特征，承諾與信心的積極期望。通過與網(wǎng)絡(luò)零售商的交易信譽度建立了積極的感覺，是減少網(wǎng)絡(luò)零售商行為認(rèn)知的不確定性的主要機制之

57、一7。這項研究的重點是通過有經(jīng)驗的實驗檢驗對消費者信任有影響的因素，為電子商務(wù)銷售商改善業(yè)務(wù)提供基礎(chǔ)。II. 文獻綜述，研究模型和假說信任在許多社會和經(jīng)濟活動中是一個重要因素。在互聯(lián)網(wǎng)業(yè)務(wù)背景下，信任是關(guān)鍵的，因為自然和網(wǎng)上業(yè)務(wù)的限制看不見的交易過程，買家和賣家之間的物理隔離，買賣雙方的物理空間隔離。這些限制會導(dǎo)致更大的不確定性，所有的消費者在做出購買決定時都盡量避免這些限制。在以前的研究中，梅耶2提出了一個模型，納入一個信任的一方（委托人）和被信任的一方（受托人）。他們討論了委托人對受托人特征的看法。耶爾文佩3調(diào)查是否網(wǎng)上商店的聲譽和規(guī)模影響消費者對商店的信任的看法，Bendoly調(diào)查綜合消

58、費者對于多渠道公司的忠誠度。一些先前的研究證實并分別驗證了委托人與受委托人個人方面的信譽度。我們的研究開發(fā)的研究模型涉及的變量屬性來自于委托人與受委托人雙方面。正如圖1所示，消費者的信任受感知的的名譽和規(guī)模，多渠道整合，系統(tǒng)擔(dān)保，消費者反饋機制所影響，傾向于信任和經(jīng)驗。圖1 研究模型.A. 受托人的特征（電子商務(wù)供應(yīng)商）a ) 知覺的聲譽和規(guī)模傳統(tǒng)產(chǎn)業(yè)的買賣雙方關(guān)系的研究表明，買方對賣方的聲譽和規(guī)模的看法是可信賴因素。4聲譽被定義為買方相信賣方是專業(yè)的或誠實守信的程度。聲譽是脆弱的，因為丟失聲譽比形成聲譽來的要難6。例如，由于三鹿奶粉事件，客戶對國內(nèi)奶粉生產(chǎn)商的信任度明顯下降。多尼和佳能5定義總的規(guī)模和市場份額為賣方的規(guī)模。規(guī)?？梢韵笳髟S多東西。第二大的規(guī)模意味著此商家被許多