电子商务中的信任:社会网络vs.机构信誉

F. Unsal, Kurt Komaromi, G. Erickson
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引用次数: 2

摘要

电子商务的虚拟性给买卖双方之间的信任带来了问题。Web 2.0格式为这些问题提供了新的复杂性。公司正在创建更多的社交网站,尝试将这些网络用于营销目的。本文探讨了社交网站交易与更成熟的电子商务网站交易的信任问题。本文运用技术接受度模型(TAM)对不同类型电子商务网站的信任程度进行了评估。TAM沿着几个维度度量信任,并包括潜在的解释因素,例如易用性、感知有用性、搜索和研究能力、安全性、产品推荐的价值以及客户评论的价值。作者让受访者对亚马逊、Facebook和ebay这些网站进行评估,这些网站的机构可信度和社交网络隶属关系不同。数据表明,这些网站之间存在着明显的差异,或许可以用机构可信度和社交网络来解释。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Trust in E-Commerce: Social Networks vs. Institutional Credibility
E-Commerce’s virtuality poses questions concerning trust between buyer and seller. Web 2.0 formats have provided new complications for these questions. Companies are creating more social networking sites, experimenting with ways to use such networks for marketing purposes. This paper explores the issue of trust in social networking site transactions vs. those at more established e-commerce sites. The authors apply the Technology Acceptance Model (TAM) to assess the level of trust in different types of e-commerce sites. TAM measures trust along several dimensions and includes potential explanatory factors, such as ease of use, perceived usefulness, search and research capabilities, security, value of product recommendations, and value of customer reviews. The authors directed the respondents to assess amazon.com, Facebook, and eBay—sites with different levels of institutional credibility and social networking affiliations. The data suggest definite differences exist between the sites, perhaps explained by institutional credibility and social networking.
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