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1、外文翻譯原文ATrustModelforConsumerInternetShoppingMaterialSource:InternationalJournalOfElectroninCommerceAuthor:MatthewK.O.LeeEfraim1.AbstractE-commercesuccess,especiallyinthebusiness-to-consumerarea,isdeterminedinpartbywhetherconsumerstrustsellersandproductstheycannotseeortouch,andelectronicsyste
2、mswithwhichtheyhavenopreviousexperience.ThispaperdescribesatheoreticalmodelforinvestigatingthefourmainantecedentinfluencesonconsumertrustinInternetshopping,amajorformofbusiness-to-consumere-commerce:ltrustworthinessoftheInternetmerchant,ltrustworthinessoftheInternetasashoppingmedium,linfrast
3、ructural(contextual)factors(e.g.,security,third-partycertification),lotherfactors(e.g.,companysize,demographicvariables).Basedontheresearchmodel,acomprehensivesetofhypothesesisformulatedandamethodologyfortestingthemisoutlined.Someofthehypothesesaretestedempiricallytodemonstratetheapplicabili
4、tyofthetheoreticalmodel.ThefindingsindicatethatmerchantintegrityisamajorpositivedeterminantofconsumertrustinInternetshopping,andthatitseffectismoderatedbytheindividualconsumer’strustpropensity.2.TheProposedModelDependedontheliterature,theauthorshavedevelopedatheoreticalmodelfortheantecedents
5、oftrustinconsumerInternetshopping(businessto-consumer[B2C]).ThemodelisshowninFigure1.Theindependentvariables(ontheleft)fallintofourbroadcategoriesfallintofourbroadcategories:trustworthinessoftheInternetmerchant,trustworthinessoftheInternetshoppingmedium,Internetshoppingcontextualfactors,ando
6、therfactors(e.g.,controlfactors,suchassizeofInternetmerchant,demographicvariables,priorrelatedexperience).Theeffectofthese16variablesonthedependentvariableofconsumertrustinInternetshopping(CTIS)ismoderatedbythetrustpropensityoftheconsumerconcerned.Theleveloftrustpropensityisexpectedtobefairl
7、ystableovertimeandcanbemeasured.Themodelsuggeststhattheleveloftrust,whichisapersonalitytrait,moderatestherelationshipsbetweentheindependentanddependentvariables.Themodelisnotall-embracinginthatitdoesnotattempttocaptureeverypossibleantecedentoftrust
