Initial trust and online buyer behaviour
Initial trust and online buyer behaviour
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DOI：
10.1108/02635570710719034
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发表时间：
2007-01-01
影响因子：
5.5
通讯作者：
Barnes, Stuart
中科院分区：
文献类型：
--
作者：
Chen, Yu-Hui;Barnes, Stuart
在线信任是供应商在互联网媒体上取得成功的关键障碍之一;缺乏信任可能会阻碍在线消费者参与电子商务。本研究旨在探讨网络消费者如何发展其初始信任和购买意向。设计/方法/途径-本研究探讨消费者的网上初始信任，通过使用四大类的决定因素：感知技术，感知风险，公司的能力，和信任倾向。同时考察了网络初始信任和网络购买熟悉度对购买意愿的影响。本研究以台湾四家线上书店的网站为例，对研究模式进行统计检验。每个受访者选择的网站是unfamiliar.Findings -它被发现，感知有用性，感知安全性，感知隐私，感知良好的声誉，并愿意定制的重要前因在线初始信任。研究还发现，不同水平的信任倾向温和的看法对网站和在线方面的在线初始信任，包括感知有用性，感知安全性，感知隐私，感知良好的声誉，并愿意定制。网上初始信任和熟悉网上购物有积极的影响购买intention.Originality/value -本研究提供了洞察消费者的网上初始信任的发展，网上初始信任和购买意向之间的关系。研究模型的创建，然后在台湾的网上书店的背景下进行测试。
Purpose - Online trust is one of the key obstacles to vendors succeeding on the internet medium; a lack of trust is likely to discourage online consumers from participating in e-commerce. This research aims to investigate how online consumers develop their initial trust and purchase intentions. The research in conducted in the context of Taiwanese online bookstores.Design/methodology/approach - The research examines consumers' online initial trust by using four major categories of determinants: perceived technology, perceived risk, company competency, and trust propensity. It also investigates the impacts of both online initial trust and familiarity with online purchasing on purchase intention. The research model is statistically tested using the web sites of four online bookstores in Taiwan. The web site selected by each respondent is unfamiliar.Findings - It is found that perceived usefulness, perceived security, perceived privacy, perceived good reputation, and willingness to customise are the important antecedents to online initial trust. It is also discovered that different levels of trust propensity moderate perceptions toward the web site and online with respect to online initial trust, including perceived usefulness, perceived security, perceived privacy, perceived good reputation, and willingness to customise. Both online initial trust and familiarity with online purchasing have a positive impact on purchase intention.Originality/value - The research provides insight into the development of online initial trust by consumers, and the relationships between online initial trust and purchase intention. The research model was created and then tested in the context of online bookshops in Taiwan.