采用電子商務(wù)建立消費者的信心以馬來西亞為例[外文翻譯]

1、<p><b>　　畢業(yè)論文外文翻譯</b></p><p><b>　　譯文</b></p><p>　　采用電子商務(wù)建立消費者的信心：以馬來西亞為例</p><p>　　資料來源：國際業(yè)務(wù)和系統(tǒng)研究雜志 作者：Ahmed Mohiuddin 等</p><p>　　摘要

2、：消費者對網(wǎng)上交易的信心對電子商務(wù)的持續(xù)發(fā)展有重要影響。在此研究中，我們實驗調(diào)查被消費者認(rèn)為是安全和隱私的網(wǎng)上交易措施，以及網(wǎng)上供應(yīng)商的可信任和可靠性是影響消費者對電子商務(wù)交易的整體信心。在163人參加的答復(fù)的基礎(chǔ)上，得出的結(jié)論是在電子商務(wù)中主要的問題是：安全性和對網(wǎng)上交易過程中的隱私和網(wǎng)上銷售商的信任和可靠性。 為了在電子交易市場中取得成功，組織預(yù)計花費自己的資源和精力，以確保消費者所關(guān)注的問題得到充分解決。</p>&

3、lt;p><b>　　1 引言</b></p><p>　　互聯(lián)網(wǎng)影響顯著的是影響其中一個主要區(qū)域，人們在競爭市場上買賣產(chǎn)品和服務(wù)的方式。憑借互聯(lián)網(wǎng)，電子商務(wù)得到了柜臺商務(wù)一部分傳統(tǒng)基礎(chǔ)業(yè)務(wù)。電子商務(wù)是的購買、售賣或交換產(chǎn)品，服務(wù)是通過信息通信網(wǎng)絡(luò)的，如互聯(lián)網(wǎng)、內(nèi)聯(lián)網(wǎng)和外聯(lián)網(wǎng)（Turban and King, 2003)。隨著互聯(lián)網(wǎng)的進(jìn)步，我們可以在線訂購書籍，衣服，電器和禮品，預(yù)訂隔

4、海酒店的房間，24小時檢查我們的信用卡和銀行結(jié)余，或者從數(shù)千英里之外訪問我們的辦公室。</p><p>　　盡管電子商務(wù)正在全球蔓延，許多客戶仍然不愿意處理它，因為安全和隱私問題（Ahuja et al., 2003; Basu and Muylle, 2003; Bingi et al., 2000)。然而互聯(lián)網(wǎng)有助于使我們的生活更豐富，更方便，也提供了一個網(wǎng)關(guān)來訪問我們的個人信息。許多消費者認(rèn)為他們的個人信息

5、可能會在他們不知情的情況下向他人透露。此外，病毒，黑客，餅干和蠕蟲成了讓從單純的頭痛，到一個完整的病狀的頭條材料。人們普遍認(rèn)識到電子商務(wù)和互聯(lián)網(wǎng)上運行的所有電子商務(wù)企業(yè)的保安措是施極其重要的。據(jù)布雷斯韋特（2002年），電子商務(wù)安全可以通過更注重商業(yè)信息的收集和處理，硬件和軟件如何處理和交流信息，以及如何配置系統(tǒng)資源的安全，以確保其是唯一合法用戶 。</p><p>　　一些研究數(shù)據(jù)（Basu and Muyll

6、e, 2003; Heuvelmans, 2000）的研究結(jié)果證實，消費者在網(wǎng)絡(luò)上通過電子交易是在一個比預(yù)期低的步伐增長，因為消費者根本不信任現(xiàn)在互聯(lián)網(wǎng)上的大多數(shù)網(wǎng)站提供的涉及到錢的個人信息。這意味著，盡管基于互聯(lián)網(wǎng)的電子交易向消費者提供了許多機會和承諾，但與瀏覽網(wǎng)頁的人的總數(shù)相比，進(jìn)行網(wǎng)上購物的人數(shù)仍然很少。安全，信任，認(rèn)證，欺詐和賠錢的風(fēng)險也經(jīng)常被認(rèn)為是電子商務(wù)增長的重大障礙。</p><p>　　本文試圖確

7、定直接影響到馬來西亞消費者對采用電子商務(wù)信心的因素。在過去的幾年里，馬來西亞的電子商務(wù)活動一直在顯著增加。2000年，在馬來西亞有370萬人（總?cè)丝诘?5％）再次互聯(lián)網(wǎng)上認(rèn)購，并在2005年這一數(shù)字上升到10.1萬（總?cè)丝诘?7.9％）。此外，據(jù)電信研究公司高級分析師里林肯，調(diào)查馬來西亞的電子商務(wù)市場發(fā)現(xiàn)，預(yù)計與2005年相比，在2006年增長70.1％。馬來西亞政府采取了推動電子商務(wù)措施有：采用網(wǎng)絡(luò)法、知識產(chǎn)權(quán)法，建立全國性的電信基礎(chǔ)

8、設(shè)施和服務(wù)，加強電子支付系統(tǒng)，首先推出的超級工程稱為“多媒體超級走廊”（Paynter and Lim, 2001）。 </p><p>　　具體來說，目前的研究目標(biāo)有以下幾個：</p><p>　　調(diào)查不論消費者的直覺安全，在線交易的隱私和他們的個人信息，都顯著的影響他們采用電子商務(wù)的信心。</p><p>　　調(diào)查消費者對是否有足夠的地方來控制保護(hù)消費者個人信

9、息安全和隱私的的商業(yè)系統(tǒng)</p><p>　　在確定因與在線供應(yīng)商的信任因素再進(jìn)行交易涉及金錢和個人信息的交易。</p><p>　　在下一節(jié)簡要介紹一些最近有關(guān)的文獻(xiàn)。 </p><p><b>　　2 文獻(xiàn)綜述</b></p><p>　　互聯(lián)網(wǎng)已經(jīng)在商業(yè)環(huán)境中創(chuàng)造了巨大的變化。系統(tǒng)設(shè)計促進(jìn)企業(yè)對企業(yè)（B2B），企業(yè)

10、對客戶（C），企業(yè)對政府（B2G），政府對公民（G2C）等。專用通信網(wǎng)和互聯(lián)網(wǎng)正在越來越多地用于組織建立與供應(yīng)商，業(yè)務(wù)伙伴和客戶的企業(yè)聯(lián)盟。波特（2001）提到，一個組織能夠獲得兩種類型的互聯(lián)網(wǎng)帶來的好處：運營效率和戰(zhàn)略定位。布朗特等人（2005）認(rèn)為，所有的競爭對手都能夠?qū)崿F(xiàn)在時間的運作效率。它是唯一的戰(zhàn)略定位，能夠提供可持續(xù)的競爭優(yōu)勢。作者描述了如何在澳大利亞的兩個銀行聯(lián)系他們的電子商務(wù)戰(zhàn)略，他們的整體業(yè)務(wù)策略及到他們的人力資源管理

11、策略，幫助他們利用自己的電子商務(wù)能力，實現(xiàn)可持續(xù)的競爭優(yōu)勢的程度。</p><p>　　正如前面提到的，消費者使用電子商務(wù)是在一個較低的步伐比預(yù)期的增長。例如，在馬來西亞中小型企業(yè)表示，在2005年年底，其涉及B2C的成員不少于5％。此外，根據(jù)2005年中期由大馬通訊多媒體委員會（MCMC）進(jìn)行的調(diào)查，只有9.3％的網(wǎng)民在前3個月中通過互聯(lián)網(wǎng)購買產(chǎn)品或服務(wù)（Economist Intelligence Unit,

12、 2006）。主要原因是：缺乏安全和隱私，消費者的個人資料，包括信用卡號碼，身份盜竊，病毒入侵攻擊，拒絕服務(wù)等。身份竊賊竊取個人信息是關(guān)鍵，并用它他/她的名字來冒充進(jìn)行犯罪，在今天它被視為增長最快的互聯(lián)網(wǎng)犯罪（Sorbel，2003）。 具有了解與我們做生意的人或企業(yè)的身份的能力是很重要的。因此，認(rèn)證服務(wù)是擔(dān)保實現(xiàn)電子商務(wù)的基礎(chǔ)。巴蘇等（2003）評價了17個現(xiàn)有的認(rèn)證機制在電子商務(wù)中使用六個標(biāo)準(zhǔn)，即，堅實性，驗收，成本，使用方便，便于

13、攜帶，安全?？瓶耍?005）覺得需要以用戶為中心的全球電子商務(wù)的身份管理。 </p><p>　　在早期的互聯(lián)網(wǎng)，人們著迷的概念，黑客可以獲取信用卡號碼，而這些都是通過互聯(lián)網(wǎng)傳輸。 因此，商家重視保護(hù)信用卡數(shù)據(jù)以確保它是不會在其原來的形式，通過加密使它可以安全地在互聯(lián)網(wǎng)上。 然而，在現(xiàn)實中，大多數(shù)的安全漏洞出現(xiàn)在交易完成后。這意味著當(dāng)一個客戶的信用卡號碼是被保護(hù)在商人的計算機，被濫用的可能性更高，在這方面，黑客可

14、以獲得數(shù)以幾千記的信用卡號碼。因此，更重要的是在交易時間確保交易通過網(wǎng)站是保護(hù)商家的網(wǎng)站不受侵入。（Sorbel，2003） </p><p><b>　　外文文獻(xiàn)原文</b></p><p>　　Building consumers' confidence in adopting e-commerce: A Malaysian case</p>

15、<p>　　Material Source: International Journal of Business and Systems Research </p><p>　　Author: Mohiuddin Ahmed, R

16、amlah Hussein, Rashidah Minakhatun</p><p>　　Abstract: Consumers’ confidence on the online transactions is vital for the continuous growth and development of electronic commerce. In this study, we experimenta

17、lly investigate the measures of consumers’ perceived security and privacy over online transactions as well as the perceived trust and reliability of online vendors in order to influence consumers’ overall confidence in e

18、-commerce transactions. On the basis of responses from 163 participants, it is concluded that the major concerns in e</p><p>　　1Introduction</p><p>　　One of the major areas that is significantl

19、y affected by internet today is the way people buy and sell products and services in the competitive market. By virtue of internet, e-commerce has been the counter part of the traditional brick and mortar business. E-com

20、merce is the process of buying, selling or exchanging products, services and information via communication networks such as the internet, intranet and extranet(Turban and King, 2003). With the advancement of the internet

21、, we can order bo</p><p>　　Even though e-commerce is spreading worldwide, many customers are still reluctant to deal with it because of the security and privacy concerns (Ahuja et al., 2003; Basu and Muylle,

22、 2003; Bingi et al., 2000). While the internet helps make our lives richer and more convenient, it also provides a gateway to access our personal information. Many consumers feel that their personal information may be di

23、sclosed to others without their knowledge. Furthermore, viruses, hackers, crackers and worms have be</p><p>　　A number of research findings (Basu and Muylle, 2003; Heuvelmans, 2000) confirm that consumers’ a

24、doption of electronic transactions on the web is growing at a lower pace than expected because consumers do not simply trust most sites on the internet today to furnish personal information that involves money. This mean

25、s that, despite the internet-based electronic transactions offer many opportunities and promises to consumers, the number of consumers making online purchases are still few compared t</p><p>　　This paper int

26、ends to identify the factors which are directly related to Malaysian consumers’ confidence to adopt e-commerce. In the last few years, there has been significant increase in e-commerce activities in Malaysia. In 2000, 3.

27、7 million people in Malaysia (15% of the total population) subscribed internet and the figure rose to 10.1 million (37.9% of the total population) in 2005. Further, according to Lincoln Lee, Senior Analyst, Telecommunica

28、tions Research, Malaysian e-commerce market is</p><p>　　Specifically, the objectives of the present research are the following:</p><p>　　to investigate whether or not consumers’ perceived securi

29、ty and privacy of online transaction and also their personal information significantly affect their confidence to adopt e-commerce</p><p>　　to investigate consumers’ perception on whether or not there is an

30、adequate control in place to protect the security and privacy of consumers’ personal information within merchant systems</p><p>　　to identify the factors of trust with online vendors to engage in transaction

31、s involving money and personal information.</p><p>　　A brief account of some of the recent and relevant literature is provided in the next section.</p><p>　　2Literature review</p><p&

32、gt;　　Internet has created enormous change in the business environment. Systems are </p><p>　　devised to facilitateBusiness-to-Business(B2B),Business-to-Customer (B2C), </p><p>　　Business-to

33、-Government (B2G), Government-to-Citizen (G2C) and so on. Private communication networks and the internet are being increasingly used by organisations to establish corporate alliances with suppliers, business partners an

34、d customers. Porter</p><p>　　(2001) mentioned that an organisation could gain two types of benefits from the internet: operational efficiency and strategic positioning. Blount et al. (2005) argued that all c

35、ompetitors are capable of achieving operational efficiency in time. It is only strategic positioning that can deliver sustainable competitive advantage. The authors described how two banks in Australia linked their e-com

36、merce strategies with their overall business strategies and the extent to which their HRM strategies h</p><p>　　As it is mentioned earlier, consumers’ adoption of e-commerce is growing at a lower pace than e

37、xpected. For example, the Small- and Medium-Sized Industries Association of Malaysia said in late 2005 that less than 5% of its members were involved in B2C business. Furthermore, according to mid-2005 survey conducted b

38、y the Malaysian Communications Multimedia Commission (MCMC), only 9.3% of internet users had purchased products or services through the internet during the preceding three months(Econom</p><p>　　In the earli

39、er days of the internet, people were obsessed with the notion that hackers could capture credit card numbers while these are transmitted through the internet. As a result, merchants paid more attention on protecting cred

40、it card data by ensuring that it was not transmitted in its original form, by encrypting it so that it could travel securely over the internet. However, in reality, most security breaches occur after the transaction is c