论文翻译模板

外文资料翻译—原文部分
An Empirical Study On Consumer Trust in B2C ecommerce
in China
(FromShihang /stamp/stamp.jsp?tp=&arnumber=5998404&isnumber=5997
898)
Yujie Bao, Yan Li,* Xin Meng, Yuchang Liu, Weiming Wang
International College at Beijing
China Agricultural University
Beijing, China
icbliyan@
Abstract—Consumer 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-commerce 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 findings may provide the suggestions for the vendors to consider the trustworthy by the consumers.
Keywords: e-commerce; consumer trust; China
I. INTRODUCTION
E-business (electronic commerce) is described as the process of buying, selling, transferring, or exchanging products, services, and/or information 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 more 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 consumer’s positive expectations regarding an e-vendor’s conduct, characterized 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 influential factors of consumer trust by empirical experimentation to provide a basis for e-commerce vendors to improve their businesses.
II. LITERATURE REVIEW, RESEARCH MODEL AND
HYPOTHESES
Trust is an important factor in many social and economic activities. In the context of Internet business, trust is critical because of the nature and also the limitations of online business—the
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 purchase 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 trustor’s perception about the trustees’ characteristics. Jarvenpaa [3] examined whether customers’ perceptions about the reputation and size of an Internet store affect their trust in the store and Bendoly examined the channel integration on consumer’s 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 a research model by involving the attributes all variables from both aspects of trustors and trustees. As shown in Figure 1, the consumer’s trust is mainly influenced by perceived reputation and size, multichannel integration, system assurance, consumer feedback mechanism, propensity to trust and experience.
Figure 1. Research Model.
A. Characteristics of trustees (e-commerce vendors)
a) Perceived reputation and size
Research in traditional industrial buyer-seller rela tionships revealed that buyer’s perceptions of seller’s reputation and size are the factors of trustworthiness [4].
Reputation is defined 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 powder producers.
Doney and Cannon [5] defined a seller’s size as its overa ll 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. So 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 integration
Daniel and Wilson [8] identified integration across channels to enable multi-channel service as one of the key dynamic capabilities 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 customer’s confidence in t heir shopping experience, thus will increase their trust in the vendor. 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 assurance
System assurance is defined as the dependability and security of a vendor’s online transaction system, which enables transactions 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 system 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 mechanism 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 consumer’s evaluation on the website’s feedback mechanism is positively rela ted to the level consumers’ trust in the vendor.
B. Characteristics of trustors. (consumers)
a) Propensity to trust
A consumer’s 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 experience, 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 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 th e level of consumers’ trust in the e-commerce vendor.
b) Experience-based familiarity
A 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 ecommerce vendor.
III. RESEARCH METHODS
A. Measure
The 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 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 disagree to 5 as strongly agree.
B. Data collection
The target group of the online questionnaire is those consumers using e-business website , 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 questionnaires is distributed and 115 usable responses are generated, resulting in 23%.
IV. RESULTS AND DATA ANALYSIS
A. Demographic profile of respondents
Table I summarizes the demographic profile and descriptive statistics of the respondents. The subjects consist 61 males (53.04%) and 54 females (46.96%). The 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% of the respondents is higher than junior col lege(including junior college). What’s more, 83.48% of the respondents spend more than 2 hours per day on Internet.
TABLE I. DEMOGRAPHIC PROFILE OF RESPONDENTS
B. Reliability and Validity
As 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 alph a 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 that the total performance of the internal consistency for reliability of the result is good.
C. Means, Standard deviations and Correlations
The 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, 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 respon dents’ intention to purchase 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.
TABLE II. RESULTS OF STATISTICS
V. DISCUSSION
Overall 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 consumer 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 to trust and consumer’s 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 tru st and rely, which greatly impact their trust on the e-vendor.To make this finding into practices, 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 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 way they use is familiar, and then consumers are likely to relate their experience to the e-vendor, which can greatly increase the consumer trust. What’s 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 research 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 consumers’perceived risk as the y can know other purchasers’ opinions toward the e-vendor. The result of the research of Jarvenpaa et al. [3] and Shemwell et al. [17] proved that consumers’perceived 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 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 perceived 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 publicize the successful operation and scale of the website to give the consumers an impress ion of good reputation and size. That’s 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 our 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 had close relationship with consumer trust. Trading with the cooperation of third party and applying more functions to help protect consumer’s securities can help improve consumer’s trust which was shown in our research results. In this way, it is necessary for e-vendors to apply secure trading system 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 consu mers’ private information.As many consumers were afraid of the losses resulting from their own 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. CONCLUSION
The research is to find out what are the main practical factors that can affect consumer trust toward e-business and the 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 and 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 business 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 believe 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 se ttled foundation for further research.
外文资料翻译—译文部分
中国B2C电子商务消费者信任研究
(引自/stamp/stamp.jsp?tp=&arnumber=5998404&isnumber=5997898)
包宇杰，李岩，﹡孟鑫，刘裕昌，王伟明
中国农业大学北京国际学院
icbliyan@
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. 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. 文献综述，研究模型和假说
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。

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。

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。

图1 研究模型.
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。

规模可以象征许多东西。

第二大的规模意味着此商家被许多顾客所认可，这样给潜在的顾客一个信号就是这个商家是可信赖的。

我们推测：
H1.电子商务卖家的名誉和规模和消费者对卖家的信赖程度成正比。

b)多渠道整合
丹尼尔和威尔逊[8]确定各渠道的整合，使多渠道服务成为电子商务转型的必要的关键动态能力之一。

完全集成的通道也使供应商用最满意的方式为客户提供个性化的服务，作为报答，将增加消费者在购买过程中的信心，这样将增加卖方的信誉。

因此我们推测：
H2. 卖家多渠道一体化的程度与客户对卖方的信任成正比。

c)系统保证
系统保证定义为一个卖家网上交易系统的安全性和可靠性，使网上交易变的安全成功。

一个良好的安全系统是一个成功的电子商务的基础；他表明消费者的钱是确保安全的，因此增加卖家的信誉。

因此：
H3. 电子商务卖家的系统保证与客户对卖方的信任成正比。

d）消费者的反馈机制。

对于首次访客，可能受其他消费者的反馈和态度影响。

一个完善的反馈机制，应该是瞬间，透明和诚实的。

一个行之有效的反馈机制可以给消费者一个更好的商业视角，并且增加他们对卖方的信任。

因此我们推测：
H4. 顾客在站点的反馈机制上的评价与顾客对卖方信任度成正比。

B. 委托人的特点。

（消费者）
a)信任倾向
消费者对信任的倾向通常表现在对人的信心并且对待他人采取信任的态度[12]。

受文化背景，个性类型和以往的经验的影响，消费者不同固有的信任倾向也不同[2]。

这种倾向不是以经验或者对特定的可信党派的认识，而是亲身的经验和社会化的结果[13] [14][15]。

现有的研究表明，个人信任倾向对他人的信任有重大影响或 [12]。

因此我们推测：
H5.信任倾向与消费者对电子商务供应商的信任成正比。

b）基于经验的熟悉
消费者对网上销售党（FAM）的熟悉是指消费者与销售实体的相识程度，包括对供应商的了解以及对相关程序的了解，如搜索产品和信息，并通过该网站的购买界面订购[4]。

顾客对卖方越熟悉，那顾客对这个卖家的信任度就越高。

因此我们推测：
H6:顾客与卖家的熟悉程度与顾客对卖家的信任度成正比。

III.研究方法
A.测量
在这项研究中所使用的措施，主要是采用以前相关的研究。

15个问卷项目由一些经验丰富的电子商务专家制定和修订。

一些项目也根据20个电子商务消费者的测试结果而改进。

大部分项目采用由1到5的5点李克特尺度范围，1为强烈反对，5为非常同意。

B.数据收集
网上问卷的目标群体是那些使用B2C电子商务在中国的领导者，淘宝网的消费者。

我们通过网上聊天软件与他们沟通，向他们发出问卷。

总共发出了500份问卷，总共收到了115份可用的回答，回答率是23%。

IV. 结果和数据分析
A．回答者的状况
表I概括了受访者的个人资料和描述性统计。

这项目包括61名男性（53.04％）和54位女性（46.96％）。

中国受访者的性别比例与中国互联网络信息中心[16]的结果相媲美，报告说2009年，54.2％的调查对象是男性。

除此之外，大多数的回答者的年龄分布在15岁到30岁。

而且，我们的回答者大多数是受过良好教育的。

95.65％的受访者的教育水平高于大专（含大专）。

更值得一提的是，83.48％的受访者每天超过2小时花费在互联网上。

表I.问卷调查者的人口状况
B.可靠性和有效性
如前所述，小规模测试和专家的修正提高了有效性。

使用SPSS软件进行统计分析。

可靠性研究使用Cronbach的alpha值。

如表II所示，几乎所有的这些因素的alpha值足够好，其中包括所有影响因素的alpha为0.943，这高得惊人，表明总的内部一致性结果的可靠性性能良好。

C.平均值，标准偏差和相关性
表II表明标准偏差和变量之间的相关性。

所有的变量中，除了信任倾向以外的大多数方法大于4并且接近有意购买的平均值，这类似标准差的结果。

我们也计算每个问题的答案和每个问题的相关性并且每个问题的答案直接关系到受调查者的购买意愿，这被看作顾客的信任。

相关的数据也显示在表2。

我们发现所有影响因素的相关数据大于0.6，这意味着他们与消费者的信任有直接关系，这证明我们的假说是正确的正相关关系。

表 II. 统计结果
V. 讨论
总的来说，我们的研究结果可以支持我们提出的假说。

在我们的研究结果显示，我们可以发现，消费者的信任和所有这六个因素之间的相关性大于0.6，这意味着所有这些因素以及消费者的信任正相关。

从我们的研究结果首次发现，即使消费者信任倾向有一个非常低的手段，但仍然与消费者的信任有非常高的相关性。

我们的统计结果表明消费者对电子商务商家的信任与信任倾向之间的关系确实存在。

尽管越来越多的人不愿意信任别人，不同的人的成长过程中，对于信任仍然形成了各自不同的标准，这大大影响他们
对电子商务供应商的信任。

为了使这一发现变成实践，供应商可以提供更多的产品描述或服务，以提供更详细的信息描述。

从研究结果我们可以发现经验（熟悉）的结果与其他研究的结果是十分相似的，经验（熟悉）与消费者的信任有着意味深长的正相关关系。

我们的信心和信任与周围人的终身社会化进程密切相关。

通过这种方法，如果商贩能够为顾客提供一个深刻的印象，那么研究结果将帮助电子商务卖方很多，他们使用的系统或交易方式是相似的，然后消费者有可能向卖方叙述他们的体验，这样可以增加消费者的信心。

更值得一提的是，电子商务卖方也可以通过提供交易过程的细节流来增加客人对他们的熟悉程度。

通过我们的研究报告，我们也可以发现受托人的四大因素（感知的声誉和规模，多通道整合，制度保证，消费者的反馈机制）与消费者的信任有关。

消费者反馈机制可以减少消费者的感知风险，因为他们可以知道其他用户对卖方的观点意见。

Jarvenpaa等人[3]和Shemwell等人[17]的研究结果证明消费者的感知风险对与消费者对卖方的信任度有负面影响。

如果网站能够提供更多的反馈细节，并且试图改善信息质量，大多数的受调查者更愿意购买卖方的产品。

卖方通过完善的反馈机制和保证质量的反馈信息，以表明他们的真诚和良好的质量，这样对卖方会有帮助。

感知的声誉和规模也与消费者的信任表现出了良好的合作关系。

好的声誉给顾客一个忠诚的印象，大的规模可以给顾客一种印象，卖方能提供令人满意的服务，这些对于建立顾客的信任是很重要的。

这种方式对卖方宣传成功的经营手段和网站给顾客留下该网站拥有良好的规模和声誉印象是很有帮助的。

这就是为什么广告能增加顾客的信任度。

通过分析我们的研究结果表明多通道集成和消费者信任度强烈的关系。

通过调查我们证明了我们的假设，并发现确实存在这关系。

这样，电子商务商家应该为接触客户提供更多的信息细节，并且提供更多的客户服务。

与其他研究类似，我们也发现制度保证与消费者的信任度有密切的关系。

交易中的第三方支付功能提供了更多的帮助去保护顾客的资金，我们的报告指出这样可以帮助提高客户的信任度。

因此，商家提供安全的交易系统对于赢得客户的信任度是十分重要的。

更多的是，大多数被调查者对于他们的私人信息的安全表示关注，因此这对于商家提供更多的功能去保护顾客的私人信息是有帮助的。

由于很多消费者对于他们在购买过程中自身的错误而导致的损失表示担心，因此我们建议网站应该为新用户提供更多的细节描述来增加他们的购买信心。

VI. 结论
这项研究的目的是为了找出影响消费者对电子商务信任度的主要实际因素，这个研究模型是为了测试信任度和其影响因素之间的主要关系。

在数据收集和数据分析之后，我们发现这些因素是感知的声誉和规模，多渠道整合，制度保证，消费者的反馈机制和信任倾向，与以往的研究相比，我们的研究有几个新的发现。

首先，对于一些研究信任倾向是低的，但是它与顾客的信任度仍然有密切的关系。

其次，我们的研究结果将帮助电子商务商家在中国这一富有挑战的市场发展经营策略。

这个研究仍旧存在一些限制，比如调查问卷的调查量不是很大，代表性的调查只有2个月。

但是研究结果仍然确定我们的假设是正确的。

我们相信用相关的函数足够证明我们的想法。

我们也会继续做我们的研究来支持这个观点，并且尝试进行一些实际的影响。

这个研究也支持先前的研究成果并且为以后的研究奠定稳定的基础。