美国论文代写网-电子商务环境中的信任问题。在电子商务环境中，当买卖双方都不能直接与对方面对面时，由于双方行为的不可预测性和机会主义行为，不确定性一直存在(Chang et al.， 2014)。因此，消除这种不确定性并成功进行经济交易的关键是避免机会主义行为。在这种情况下，任何没有证据的普遍信念或感觉都不能被视为等同于“信任”。因此，真正的信任只有在消费者相信卖家有能力提供和交付预期或更好质量的商品的情况下才会存在。有了这些定义和区别，在我们的研究中，信任或消费者信任在操作上被定义为“一组具体的信念，主要涉及另一方的正直、仁慈和能力。”网络购物中心的信任对象与实体店完全不同。接下来论文范文美国论文代写网-电子商务环境中的信任问题分享给留学生阅读。
ccording to Habibi et a., (2014) trust is a willingness of a party to be vulnerable to the actions of another party based on the expectation that the other party will perform a particular action important to the vulnerable party, irrespective of the vulnerable party’s agility to monitor or control that other party. Kim et al. (2004) defined trust as the belief that the other party will behave in a dependable manner in an exchange relationship. Trust, in this study, is broken down into two constructs according to different trust subjects: (1) potential consumer trust is referred to as the initial trust that a potential customer has in an unfamiliar trustee, and (2) repeat consumer trust is referred to as the trust that a repeat customer has in a familiar trustee after having some transaction experience with the trustee. Lien et al., (2015) also divided trust into two constructs: (1) trusting intention, meaning that one person is willing to depend on the other person in a given situation, and (2) trusting beliefs, meaning that one person believes the other person is benevolent, competent, honest, or predictable in a situation.
In e-commerce contexts, when neither the buyer nor seller can be face-to-face with the other party directly, uncertainty exists all the time because of both parties’ unpredictable action and opportunistic behavior (Chang et al., 2014). Hence, the key to removing this kind of uncertainty and making successful economic transactions is avoiding opportunistic behavior (Habibi et al., 2015). In this case, any general belief or feeling without evidence cannot be regarded as equivalent to “trust”. Real trust, therefore, can only exist if the consumer believes that the seller has the ability to provide and deliver goods of expected or better quality as a consequence of the consumer’s Internet shopping behavior. With such definitions and distinctions in mind, trust or consumer trust is operationally defined for our study as “a set of specific beliefs dealing primarily with the integrity, benevolence, and ability of another party.” The trust object in Internet shopping malls is totally different from that in an offline store. That is to say, due to no seller-related management apparent during buying or selling in the Internet shopping mall, the subject of consumer trust becomes the Internet shopping mall itself (Lien et al., 2015). Thus, trust plays an important role during the transaction in this uncertain and risky circumstance (Chi & Yang, 2009)