THE GENERATION OF TRUST IN THE ONLINE SERVICES AND PRODUCT DISTRIBUTION: THE CASE OF SPANISH ELECTRONIC COMMERCE
THE GENERATION OF TRUST IN THE ONLINE SERVICES AND PRODUCT DISTRIBUTION: THE CASE OF SPANISH ELECTRONIC COMMERCE
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对在线服务和产品分销的信任的产生：以西班牙电子商务为例
DOI：
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发表时间：
2011
期刊：
影响因子：
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通讯作者：
Miguel Guinaliu
中科院分区：
文献类型：
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作者：
L. Casaló;C. Flavián;Miguel Guinaliu
并非所有国家的电子商务渗透率都相同。这可能是由于文化因素对消费者在线购买信任的影响。这也可以解释为什么像西班牙这样的经济和技术水平与邻国相似的国家，电子商务的使用水平较低。本文探讨了信任的前因，以及在西班牙的信任和消费者承诺之间的关系。研究结果表明，网络信任的发展因素与其他国家相似。具体而言，结果表明，消费者信任的影响感知网站的可用性和声誉，消费者满意度和感知的隐私和网站的安全政策。本文还验证了消费者信任对消费者承诺有正向影响。此外，在线服务和产品分销之间的研究模型没有显着差异。最后，管理建议和未来的研究路线提出了建议。
Not all countries have the same level of e-commerce penetration. This could be due to the influence of cultural factors on consumer trust with regard to online purchasing. This may also explain why countries like Spain, with similar economic and technological levels to its neighbours’, have a lower level of e-commerce usage. This paper examines the antecedents of trust, and, the relationship between trust and consumer commitment in Spain. The results obtained show that the factors governing the development of online trust are similar to those detected in other countries. Specifically, the results show that consumer trust is influenced by perceived website usability and reputation, by the consumer satisfaction and by the perceived privacy and security policy of the website. This paper also verifies that consumer trust has a positive effect on consumer commitment. Besides, no significant differences are observed in the research model between online services and product distribution. Finally, managerial recommendations and future research lines are suggested.