2003年--外文翻譯--使用技術(shù)接受模型來(lái)整合信任維度和風(fēng)險(xiǎn)認(rèn)知（節(jié)選）

1、<p>　　中文3800字，2000單詞，1.1萬(wàn)英文字符</p><p>　　出處：Lui H K, Jamieson R. TriTAM: A model for integrating trust and risk perceptions in business-to-consumer electronics[J]. Canadian Underwriter, 2003(March).</p

2、><p>　　Integrating Trust and Risk Perceptions in Business-to-Consumer</p><p>　　Electronic Commerce with the Technology Acceptance Model</p><p>　　Rodger Jamieson</p><p>　　U

3、niversity of New South Wales</p><p>　　Hung Kit Lui</p><p>　　University of New South Wales</p><p><b>　　Abstract</b></p><p>　　This paper develops and validate

4、s a theoretical extension of the Technology Acceptance Model (TAM). The extended model aims to predict and explain consumers’ intentions to transact with an Internet-based business-to-consumer electronic commerce (B2C EC

5、) system by integrating trust and risk perceptions with TAM. Trust is the foundation of commerce. Its influence on business relationships is even greater in the online environment, where there are no face-to-face interac

6、tions between the transactin</p><p><b>　　Keywords</b></p><p>　　Trust, perceived risk, technology acceptance model (TAM), electronic commerce, intention to transact, perceived usefuln

7、ess, perceived ease of use.</p><p>　　1.Introduction</p><p>　　The unprecedented growth in the use of the Internet in the last decade has been seen as an opportunity for operating a profitable bus

8、iness in the virtual environment. From a mere 50 web sites in January 1993, there are more than 1.6 million commercial sites operating on the World Wide Web today (Hoffman and Novak 2000). Lui,Jamieson Integrating Trust

9、and Risk Perceptions in B2C EC with the Technology Acceptance Model Despite the many benefits that business-to-consumer electronic commerce (B2C EC</p><p>　　2.Theory Development</p><p>　　Figure

10、1 shows the proposed model. Using TAM as the starting point, the proposed conceptual model incorporates additional theoretical constructs spanning users’ perceived risk and the multiple dimensions of trust. In this secti

11、on, the constructs in the model will be defined and the theoretical rationale for their inclusion will be explained</p><p>　　2.1 Intention to Transact</p><p>　　In TAM, an individual’s intention

12、to use a system is proposed to be an antecedent of actual usage (Venkatesh and Davis 2000). The theoretical justification for this is explained in the Theory of Reasoned Action (TRA). It purports that a person’s performa

13、nce of a specified behaviour is determined by his or her behavioural intention to perform the behaviour (Fishbein and Ajzen 1975). Due to the nature of the online transaction process, which includes using the web site fo

14、r information inquiry and </p><p>　　2.2 Perceived Usefulness and Perceived Ease of Use</p><p>　　Transacting with a B2C EC system requires the user to use the system. According to the original TA

15、M, it is expected that the perceived ease of use and usefulness of the system would be positively related to the intention to transact with the system. TAM also proposes that a system would be perceived to be more useful

16、 if it is easier to use.</p><p>　　H1: Perceived usefulness of a B2C EC system is positively related to the intention to transact with the system.</p><p>　　H2: Perceived ease of use of a B2C EC s

17、ystem is positively related to the intention to transact with the system.</p><p>　　H3: Perceived ease of use of a B2C EC system is positively related to the perceived usefulness of the system.</p><

18、;p>　　2.3 Perceived Risk</p><p>　　Risk is defined as “the state of being open to the chance of injury or loss” (Bernard 1989, p.894). Logically following on from this definition, perceived risk is the subj

19、ective probability or expectation that the loss or injury will occur.</p><p>　　In online transactions, we would expect consumers to perceive risks when they are uncertain about the probability of occurrence

20、for each possible outcome for the transaction (Stone and Gronhaug 1993). These possible outcomes, both negative and positive, will affect the consumers’ intention to transact with a B2C EC system. The original TAM tends

21、to focus on the positive aspects of technology use – usefulness and ease of use, and less on the immediate loss that could result from usage. This weake</p><p>　　H4: The perceived risk in transacting wi

22、th a B2C EC system is negatively related to the intention to transact with the system.</p><p>　　2.4 Propensity to trust</p><p>　　Propensity to trust can be thought of as an individual’s gen

23、eral willingness to trust others. People with different experiences, personality types and cultural backgrounds vary in their propensity to trust (Mayer et al, 1995; Kim et al, 2001).</p><p>　　In this study,

24、 we propose that buyers with a higher propensity to trust are more likely to transact because their higher propensity to trust would positively influence the other dimensions of trust, which together results in lower per

25、ceived risk, and hence, positively influence their intention to transact.</p><p>　　H5: Propensity to trust is positively related to the level of technology, retailer-ability, retailer-integrity, third party

26、recognition and legal framework trusts.</p><p>　　2.5 Technology Trust</p><p>　　In this study, technology trust in B2C EC is defined as the subjective probability by which consumers’ believe

27、 that the technology infrastructure supporting the B2C EC system is capable of facilitating transactions according to their expectations.</p><p>　　The importance of technology trust in electronic commerce ad

28、option has been recognised in many studies (Kim et al, 2001; Kini and Choobineh 1998). It is expected that consumers would perceive lower risks in using a B2C EC system if they trust the technology infrastructure su

29、pporting the transaction.</p><p>　　2.6 Third Party Recognition and Legal Framework Trust</p><p>　　Besides technology trust, it is also important to consider consumers’ trust on the entities

30、 in the external environment that surrounds the B2C EC system. This type of trust also contributes to the overall trust towards using a system.</p><p>　　In this study, we propose this dimension of trust to b

31、e composed of trust towards the legal framework associated with the online transaction, and trust towards the third party recognition bodies certifying various elements of the transaction system (Kim et al, 2001). It is

32、expected that a negative relationship exists between these two dimensions of trust and the perceived risks with system usage.</p><p>　　2.7 Retailer-Ability Trust</p><p>　　The current study

33、defines retailer-ability trust in B2C EC as the subjective probability by which consumers’ believe that the web retailer has the ability, competence and skills to process transactions as expected. Undoubtedly, the web re

34、tailer’s ability is one of the characteristics that would affect consumer’s trust towards them (Mayer et al, 1995; Keen et al, 1999).</p><p>　　Retailers needs to convince consumers of their ability to delive

35、r goods and services as promised. Increasing retailer-ability trust would reduce consumers’ perceived risk of transacting online.</p><p>　　2.8 Retailer-Integrity Trust</p><p>　　Retailer-int

36、egrity trust refers to the consumer’s trust towards the merchant’s honesty and willingness to provide the service as expected without acting opportunistically. Opportunistic behaviour includes distortion of information a

37、nd failure to fulfill promises and obligations (John 1984).</p><p>　　In Mayer et al. (1995), sellers’ integrity and benevolence are identified as characteristics that would affect buyer’s trust towards the s

38、eller. The identification-based trust theory is the foundation of this trust dimension. This theory proposes trust, to be an element constructed through a full internalization of the other party’s desires and intentions

39、(Lewicki and Bunker 1995).</p><p>　　3.Research Methods</p><p>　　The deductive research strategy is the main strategy used is this study. Data will be collected on the concepts defined and the pr

40、oposed hypotheses will be tested.</p><p>　　3.1 Data Collection Procedure</p><p>　　An experiential survey was conducted to validate the proposed research model. A sample of 133 students enrolled

41、in a postgraduate course in information systems participated in the study. The subjects had taken a previous course covering basic concepts in information systems, and are deemed to be computer literate. 58.6% of the sub

42、jects were males. 90% of the subjects are in the 16-35 age group and 72% of the subjects have at least one year of industry experience.</p><p>　　3.2 Instrument Development</p><p>　　The theoretic

43、al constructs in the proposed model were operationalised using validated measures from existing research where possible, or were generated based on similar scales. Seven point measurement scales were used to operationali

44、se each construct in the proposed model.</p><p><b>　　4.Results</b></p><p>　　The proposed model was tested using the Partial Least Squares (PLS) approach (with PLS-Graph version 3.0).

45、 Using the quantitative data collected from the experiment, a single PLS run would produce data for assessing both the measurement model and the structural model.</p><p>　　4.1 Evaluating the Measurement Mode

46、l</p><p>　　The means and standard deviations for the items in the measurement model are shown in Table 2. Except for perceived ease of use, the means of all responses are close to neutral. These results are

47、as expected since the subjects have extensive experience in using computers and the Internet. Standard deviations for all responses are in the range 1.22 to 1.78, indicating that there were no problems with floor or ceil

48、ing effects.</p><p>　　4.2 Relative Importance of the Trust Dimensions</p><p>　　To determine the relative importance of the trust dimensions,  Results of the compositional analysis

49、 for the different trust dimensions are shown in Table 5. Trust on the retailer’s integrity appears to be the most important trust dimension, accounting for 27% of the effect size</p><p>　　5.Conclusions</

50、p><p>　　A key criticism of much of the current literature concerns the oversimplification of the trust concept, which is often viewed as a singular notion (Farrell et al, 2002). In response to this critici

51、sm, exploring the multidimensional nature of trust in B2C EC adoption is the main objective and primary contribution of this research. This research represents an initial attempt to define the concepts, and describe the

52、relationships between the multiple dimensions of consumer trusts, their risk percep</p><p>　　Amongst the multiple dimensions of trust, trust on the retailer’s integrity appears to be the most important in th

53、e formation of an individuals’ overall trust towards the use of a B2C EC system. The other four dimensions are also found to be important determinants of perceived risk. Surprisingly, the proposed positive relationship b

54、etween propensity to trust and the five trust dimensions identified in this study was not fully supported. Future research should investigate the role of individuals’</p><p>　　In conclusion, user acceptance

55、of B2C EC systems remains a complex and dynamic phenomenon in information systems research. While the importance of consumer trust in B2C EC adoption has been widely accepted, there have been few studies to date, wh

56、ich have investigated this phenomenon. This research has provided a number of contributions to this domain of knowledge, in particular, the development of TRiTAM. It is recommended that future studies should test the rob

57、ustness of the proposed model in d</p><p>　　在企業(yè)對(duì)消費(fèi)者的電子商務(wù)中</p><p>　　使用技術(shù)接受模型來(lái)整合信任維度和風(fēng)險(xiǎn)認(rèn)知</p><p>　　Rodger Jamieson</p><p><b>　　新南威爾士大學(xué)</b></p><p>

58、;　　Hung Kit Lui</p><p><b>　　新南威爾士大學(xué)</b></p><p><b>　　摘要</b></p><p>　　本文對(duì)技術(shù)接受模型（TAM）在理論上的延展進(jìn)行了開(kāi)發(fā)并加以驗(yàn)證。擴(kuò)展這一模型是為了預(yù)測(cè)和解釋消費(fèi)者是否想要通過(guò)技術(shù)接受模型來(lái)整合信任維度和風(fēng)險(xiǎn)認(rèn)知，并同企業(yè)與消費(fèi)者之間基于互聯(lián)網(wǎng)

59、的電子商務(wù)系統(tǒng)（B2C電子商務(wù)）達(dá)成交易。信任作為商業(yè)合作的基礎(chǔ)，在網(wǎng)絡(luò)環(huán)境下對(duì)企業(yè)關(guān)系的影響更大，畢竟這時(shí)候交易雙方之間不存在面對(duì)面的交流、溝通。在這種情況下，消費(fèi)者對(duì)交易結(jié)果的不確定性會(huì)隨之增加，而且信任對(duì)他們?cè)诰W(wǎng)上交易的決策起著重要作用。在本項(xiàng)研究中，有人提出風(fēng)險(xiǎn)認(rèn)知應(yīng)該是交易意向的直接前提之一，并認(rèn)為不同維度的信任對(duì)風(fēng)險(xiǎn)認(rèn)知產(chǎn)生積極影響。研究不僅測(cè)試了這一模型，還仔細(xì)檢驗(yàn)了信任維度的相對(duì)重要性。研究人員通過(guò)從133個(gè)樣本里搜集到

60、的數(shù)據(jù)驗(yàn)證了此模型。研究結(jié)果為大多數(shù)既定假設(shè)提供了有力支持，同時(shí)顯示出概念拓展的重要意義。此研究針對(duì)B2C電子商務(wù)中的信任度提出了一些新見(jiàn)解，并對(duì)這些構(gòu)想的理論影響進(jìn)行了討論。</p><p>　　關(guān)鍵詞:信任度，認(rèn)知風(fēng)險(xiǎn)，技術(shù)接受模型（TAM），電子商務(wù)，交易意向，認(rèn)知有用性，感知易用性。</p><p><b>　　1. 緒論</b></p><

61、;p>　　過(guò)去十年里，互聯(lián)網(wǎng)使用出現(xiàn)前所未有的增長(zhǎng)，這一現(xiàn)象已許多人被看作在虛擬環(huán)境中通過(guò)經(jīng)營(yíng)獲利的機(jī)會(huì)之一。1993年1月份只不過(guò)出現(xiàn)了50個(gè)網(wǎng)站，而如今萬(wàn)維網(wǎng)上卻已有160多萬(wàn)個(gè)正在營(yíng)業(yè)的商業(yè)網(wǎng)站（(Hoffman和Novak，2000年）。Lui,Jamieson在B2C電子商務(wù)中通過(guò)技術(shù)接受模型整合信任維度和風(fēng)險(xiǎn)認(rèn)知，不論企業(yè)對(duì)消費(fèi)者的電子商務(wù)（B2C電子商務(wù)）提供的利潤(rùn)多大，這一經(jīng)營(yíng)方式的發(fā)展預(yù)期多高，許多客戶仍然傾向于

62、選擇使用現(xiàn)有的線下分銷渠道。例如，2001年9月澳大利亞有410萬(wàn)人注冊(cè)為網(wǎng)上銀行客戶，然而其中超過(guò)50%的并非活躍用戶（Kavanagh，2002年）。為了提高人們對(duì)B2C電子商務(wù)的使用，我們有必要確定影響其成長(zhǎng)和發(fā)展的決定因素。針對(duì)B2C電子商務(wù)系統(tǒng)采納的研究能夠歸為技術(shù)接受研究的子范疇，因此，Davis（1986）所提出的技術(shù)接受模型（TAM）可用來(lái)解釋這一現(xiàn)象。近年來(lái)，技術(shù)接受模型早已被用于解釋萬(wàn)維網(wǎng)的使用（Moon和Kim，2

63、001年）和B2C電子商務(wù)的運(yùn)用（Pavlou， 2001年）。目前來(lái)看，為了讓更多人采用 B2C電子商務(wù)，本研究通過(guò)混合、吸收多維度信</p><p><b>　　2. 理論發(fā)展</b></p><p>　　圖1顯示了研究中提出的模型。以技術(shù)接受模型為出發(fā)點(diǎn)，研究認(rèn)為概念化模型應(yīng)包含一些額外的理論構(gòu)想，其范圍可以從用戶認(rèn)知風(fēng)險(xiǎn)跨越到不同程度的信任。在這一節(jié)中，我們將

64、為模型構(gòu)想下定義并解釋其中包含的理論基礎(chǔ)。</p><p><b>　　2.1 交易意圖</b></p><p>　　在技術(shù)接受模型中，個(gè)人使用系統(tǒng)的意向被認(rèn)為是實(shí)際使用的前因（Venkatesh和Davis，2000年）。理性行為理論（TRA）證明了這一說(shuō)法并加以闡釋。它宣稱，個(gè)體表現(xiàn)某一指定行為是由他或她想要表達(dá)行為的行為意向決定的（Fishbein和Ajzen，

65、1975年）。由于網(wǎng)上交易過(guò)程的性質(zhì)，其中包括使用網(wǎng)站進(jìn)行信息查詢，并使用網(wǎng)站進(jìn)行購(gòu)買，正如技術(shù)接受模型提出的那樣，“使用意向”構(gòu)想可能還無(wú)法充分描述消費(fèi)者的行為。根據(jù)Pavlou（2001年）對(duì)其的定義，對(duì)B2C電子商務(wù)系統(tǒng)的“交易意向”是這一模型中的因變量。這個(gè)概念把原有的“使用意向”設(shè)想置于B2C電子商務(wù)背景下，并被定義為消費(fèi)者在B2C電子商務(wù)活動(dòng)中實(shí)現(xiàn)任何與服務(wù)提供商進(jìn)行價(jià)值交換的意向。</p><p>

66、　　2.2認(rèn)知有用性和感知易用性</p><p>　　想要達(dá)成交易就要求用戶必須使用B2C電子商務(wù)系統(tǒng)。據(jù)原有技術(shù)接受模型預(yù)測(cè)，該系統(tǒng)具備認(rèn)知有用性和感知易用性，這兩種性能將正面影響到同系統(tǒng)進(jìn)行交易的意向。技術(shù)接受模型還提出一個(gè)說(shuō)法，即如果系統(tǒng)更容易上手使用，我們將認(rèn)為它有更大的作用。</p><p>　　H1：B2C電子商務(wù)系統(tǒng)的認(rèn)知有用性與打算同系統(tǒng)進(jìn)行交易的意向成正相關(guān)。</p

67、><p>　　H2：B2C電子商務(wù)系統(tǒng)的感知易用性與打算同系統(tǒng)進(jìn)行交易的意向成正相關(guān)。</p><p>　　H3：B2C電子商務(wù)系統(tǒng)的感知易用性和同一系統(tǒng)的認(rèn)知有用性成正相關(guān)。</p><p><b>　　2.3認(rèn)知風(fēng)險(xiǎn)</b></p><p>　　風(fēng)險(xiǎn)一詞被定義為“有機(jī)會(huì)遭受傷害或損失的一種完全開(kāi)放狀態(tài)”（Bernard，

68、1989，第894頁(yè)）。如果從邏輯上遵循此定義，我們認(rèn)為風(fēng)險(xiǎn)是指損失或傷害將會(huì)發(fā)生的主觀概率或預(yù)期設(shè)想。</p><p>　　在進(jìn)行網(wǎng)上交易的過(guò)程中，當(dāng)消費(fèi)者不能確定交易后每一個(gè)可能結(jié)果的發(fā)生概率時(shí)，我們會(huì)希望他們具有認(rèn)知風(fēng)險(xiǎn)的能力（Stone and Gronhaug，1993年）。這些可能的結(jié)果，正面的、負(fù)面的都包括在內(nèi)，將會(huì)影響到消費(fèi)者同B2C電子商務(wù)系統(tǒng)實(shí)行交易的意向。原有技術(shù)接受模型傾向于把重點(diǎn)放在技術(shù)

69、使用的積極方面，即有用性和易用性，卻極少關(guān)注使用過(guò)后的直接損失。這大大削弱了技術(shù)接受模型的解釋力度，在這種環(huán)境中用戶通過(guò)使用系統(tǒng)認(rèn)知風(fēng)險(xiǎn)，尤其是在B2C電子商務(wù)中，因使用造成的潛在損失被認(rèn)為是值得關(guān)注的一大問(wèn)題。因此，我們作出以下提議：</p><p>　　H4：與B2C電子商務(wù)系統(tǒng)進(jìn)行交易的認(rèn)知風(fēng)險(xiǎn)與打算同這一系統(tǒng)實(shí)行交易的意向成負(fù)相關(guān)。</p><p><b>　　2.4&

70、#160;信任傾向</b></p><p>　　信任傾向可被認(rèn)為是個(gè)人相信別人的普遍意愿。這種信任傾向因經(jīng)歷、性格和文化背景的不同而發(fā)生變化（Mayer等人，1995年；Kim等人，2001年）。</p><p>　　在這項(xiàng)研究中，我們認(rèn)為信任傾向更高的買家更有可能完成交易，因?yàn)樗麄儞碛械母咝湃蝺A向肯定會(huì)影響到其他層面的信任額度，而在這兩者將會(huì)降低認(rèn)知風(fēng)險(xiǎn)，由此對(duì)他們的交易意向

71、產(chǎn)生積極作用。</p><p>　　H5：信任傾向與技術(shù)水平、零售商的銷售能力、零售商的誠(chéng)信、第三方認(rèn)可以及信托法律框架成正相關(guān)。</p><p><b>　　2.5  技術(shù)信任</b></p><p>　　在這項(xiàng)研究中，B2C電子商務(wù)的技術(shù)信任被定義為一種主觀可能性，其目的是使消費(fèi)者相信，根據(jù)他們的期望與B2C電子商務(wù)系統(tǒng)配套的技術(shù)

72、基礎(chǔ)設(shè)施能夠促進(jìn)交易。</p><p>　　在電子商務(wù)中技術(shù)信任的重要性已被許多研究認(rèn)可（Kim等人，2001年；Kim和Choobineh，1998年）。如果消費(fèi)者信任支持系統(tǒng)的技術(shù)基礎(chǔ)設(shè)施，我們估計(jì)他們會(huì)在使用B2C電子商務(wù)系統(tǒng)時(shí)意識(shí)到風(fēng)險(xiǎn)已經(jīng)降低了。</p><p>　　2.6  第三方認(rèn)可和信托法律框架</p><p>　　除了技術(shù)信任，思考消費(fèi)者

73、是否信任圍繞在B2C電子商務(wù)系統(tǒng)外部環(huán)境的這一實(shí)體也十分重要。在使用系統(tǒng)時(shí)這種類型的信任也有助于完善整體信任度。</p><p>　　在本研究中，我們認(rèn)為這一層面的信任由兩部分組成，包括與網(wǎng)上交易有關(guān)的信托法律框架，和對(duì)用于認(rèn)證交易系統(tǒng)中不同元素的第三方認(rèn)可機(jī)構(gòu)的信任（Kim等人，2001年）。據(jù)估計(jì)，這兩種信任與系統(tǒng)使用的認(rèn)知風(fēng)險(xiǎn)之間存在負(fù)相關(guān)關(guān)系。</p><p>　　2.7 

74、;零售商能力信任</p><p>　　目前的研究把零售商在B2C電子商務(wù)中具備的能力定義為一種主觀概率，以達(dá)到讓消費(fèi)者相信網(wǎng)絡(luò)零售商有完成預(yù)期交易設(shè)想的能力和實(shí)力這一目的。毫無(wú)疑問(wèn)，網(wǎng)絡(luò)零售商的能力是影響消費(fèi)者對(duì)其信任額度的特征之一（Mayer等人，1995年；Keen等人，1999年）。</p><p>　　零售商需要按照承諾如實(shí)提供貨物和服務(wù)，以此來(lái)獲得消費(fèi)者的信任。零售商的能力信任越

75、高，將會(huì)降低網(wǎng)上交易中消費(fèi)者的認(rèn)知風(fēng)險(xiǎn)。</p><p>　　2.8 零售商的誠(chéng)信信任</p><p>　　零售商的誠(chéng)信信任是指消費(fèi)者相信商人的誠(chéng)實(shí)品質(zhì)和提供預(yù)期服務(wù)而非投機(jī)取巧行事的意愿。投機(jī)行為包括信息失真、不履行承諾和義務(wù)（John，1984年）。</p><p>　　在Mayer等人（1995年）看來(lái)，賣方的誠(chéng)信和仁義被認(rèn)定為影響買方對(duì)賣方信任的特

76、征?；谧R(shí)別的信任理論是這一信任維度的基礎(chǔ)。該理論認(rèn)為信任是通過(guò)充分內(nèi)化另一方的要求和意圖構(gòu)建而來(lái)的一類元素（Lewicki和Bunker，1995年）。</p><p><b>　　3. 研究方法</b></p><p>　　本文所采用的主要策略是演繹研究策略。通過(guò)界定概念來(lái)完成數(shù)據(jù)收集，并測(cè)驗(yàn)各種既定假設(shè)。</p><p>　　3.1 數(shù)據(jù)

77、收集步驟</p><p>　　我們通過(guò)進(jìn)行體驗(yàn)調(diào)查來(lái)驗(yàn)證所有已提出的研究模型。研究中有133名學(xué)生樣本報(bào)名參加了研究生的信息系統(tǒng)課程。所有受試者會(huì)接觸到一門被確認(rèn)為計(jì)算機(jī)文化的老舊課程，其中涵蓋了信息系統(tǒng)的基本概念。58.6%的受試者為男性。90%的受試者分布在16-35歲這一年齡組，72%的受試者有至少一年的行業(yè)經(jīng)驗(yàn)。</p><p><b>　　3.2 儀器開(kāi)發(fā)</b&

78、gt;</p><p>　　對(duì)假定模型的理論構(gòu)建可能是利用已有研究成果的驗(yàn)證措施實(shí)現(xiàn)操作，或基于相似尺度產(chǎn)生得來(lái)。在此，七點(diǎn)測(cè)量量表就被用來(lái)完成對(duì)每一假定模型的構(gòu)建。</p><p><b>　　4. 結(jié)果</b></p><p>　　我們使用了偏最小二乘法（最小二乘法圖第3版）來(lái)測(cè)試該模型。通過(guò)利用實(shí)驗(yàn)收集的定量數(shù)據(jù)，一個(gè)單一的偏最小二乘法將

79、運(yùn)行數(shù)據(jù)并同時(shí)用于評(píng)估測(cè)量模型和結(jié)構(gòu)模型。</p><p>　　4.1 檢測(cè)模型評(píng)估</p><p>　　表2所示為測(cè)量模型中所有項(xiàng)目的方法和標(biāo)準(zhǔn)偏差。除了感知易用性，所有回應(yīng)方法都幾乎無(wú)傾向性。由于受試者在使用計(jì)算機(jī)和互聯(lián)網(wǎng)上經(jīng)驗(yàn)廣泛，這些結(jié)果和預(yù)期設(shè)想相差無(wú)幾。所有回應(yīng)的標(biāo)準(zhǔn)偏差范圍在1.22~1.78之間，這表明其下限或上限效應(yīng)都沒(méi)任何問(wèn)題。</p><p>

80、;　　4.2 信任維度的相對(duì)重要性</p><p>　　為了確定信任維度的相對(duì)重要性，表5顯示出不同信任維度的成分分析結(jié)果。對(duì)零售商的誠(chéng)信信任似乎成為最重要的信任維度，占總體影響大小的27%。</p><p><b>　　5. 結(jié)論</b></p><p>　　大部分當(dāng)代文學(xué)評(píng)判的主要關(guān)注點(diǎn)是信任概念過(guò)于簡(jiǎn)單化，這一想法通常被認(rèn)為單一

81、薄弱（Farrell等人，2002年）。在回應(yīng)這種批評(píng)時(shí)，本研究對(duì)B2C電子商務(wù)中采納的信任多維性進(jìn)行探討，既達(dá)成了研究主要目，又創(chuàng)造了一項(xiàng)重大貢獻(xiàn)。這項(xiàng)研究不僅實(shí)現(xiàn)對(duì)概念定義的初步嘗試，還描述了消費(fèi)者信任的多個(gè)維度與他們?cè)贐2C電子商務(wù)系統(tǒng)交易中的風(fēng)險(xiǎn)認(rèn)知和意向之間的關(guān)系。</p><p>　　關(guān)于信任的多個(gè)維度，在使用B2C電子商務(wù)系統(tǒng)時(shí)對(duì)零售商的誠(chéng)信信任似乎對(duì)于形成個(gè)人總體信任最為重要。我們也發(fā)現(xiàn)其他四個(gè)維

82、度是影響認(rèn)知風(fēng)險(xiǎn)的重要決定因素。令人驚訝的是，有人提出信任傾向和本研究確認(rèn)的五個(gè)信任維度之間存在正相關(guān)關(guān)系這一說(shuō)法并未完全得到支持。未來(lái)的研究應(yīng)更為詳細(xì)地探討個(gè)人信任傾向?qū)τ贐2C電子商務(wù)的作用。</p><p>　　總之，用戶認(rèn)可B2C電子商務(wù)系統(tǒng)仍然是信息系統(tǒng)研究中的一個(gè)復(fù)雜、動(dòng)態(tài)的現(xiàn)象。盡管在B2C電子商務(wù)中消費(fèi)者信任的重要性早被廣泛接受，然而迄今為止只有為數(shù)不多的幾個(gè)研究已完成了對(duì)這種現(xiàn)象的調(diào)查探討。本研