网络零售中影响消费者购买意愿因素研究【外文翻译】.docx

外文翻译
TResearch on the Determinants of Purcha s ing Intention in Online Shopping ——From the Pe rspe ctive of Trust a nd
Perceive d Risk
Material Source: Chalmers University ofTechnology Author: Ola Hultkrantz In online shopping ， consumers can not obtain comprehensive products
information by seeing and touching. And they may even worry about the transaction security. Online shopping offers a transaction situation with distrustful factors and high perceived risks.So in addition to providing cheap prices and continent purchasing services ， it is more important for online stores to meet consumers’psy chological requirement of security. This article proposes a purchasing intention influence model based on trust and perceived risk theories，and presents the development and validation of scales of model variances. Empirical research is conducted based on interview and questionnaire survey. SEM analysis is used to explore the influences of online stores’brand image，sales management，services， technology security，and consumers’disposition to trust on consumers’trust and perceived risk，as well as their effects on purchasing intention. Finally，the article puts forward a credit enhancement framework involving efforts from government， industry association，enterprises，the third-party payment，and consumers，and also proposes suggestions for the management practice.
The global financial crisis in 2008, thousands of European and American countries in retail stores closed their doors, many export enterprises in China and traditional retail businesses face the same winter. China to Taobao, represented substantial growth in online retail business has become the most important outside the traditional retail trade in the supplementary form. Previous research showed that scholars, not actual contact with the products and businesses, the lack of control, the consumer e-commerce transactions and perceived risk than traditional transactions, perceived risk is much greater. According to IResearch's "Development Report 2007-2008, online shopping in China, " shows that more than 60% of the respondents believe that the safety of online shopping and online consumer product quality problems that have hindered the main reason for online shopping, and these two points can be Summarized as a lack of trust of consumers for network

consumption.
Das and Teng found: the generation of trust, and trust are at risk or uncertain transactions with related cases. Trust after the election, would trust to consider taking some form of cooperation involving the transfer of resources or control the behavior. In the study of Joshi and Stump, both occurred in trust for the manufacturers to suppliers. Internet retail is a high risk and uncertainty of special trading situations, whether in relationships or transactions between the virtual organization, inevitably will face the risk or uncertainty. Because they rely on sources of information, content, quantity, cost and other aspects of the search is different from the risk in the face of the virtual organization, or entity transactions with the face of interpersonal risk perception in different environments. Retail transactions in the network environment, the ability to trust mechanism is the key to trading success.
Trust and be trusted by both factors will affect the generation of trust. ① the personal trust is a disposition to trust does not change with the occasion, stable, generalized, trust those who tend to trust or distrust other people personal traits (McKnight et al.1998). Fan and Chen study shows that the personal characteristics will affect the consumer's trust behavior, especially in the product information is not sufficient network environment. ② those features to be trusted. Mayer et al. made under normal circumstances to be trusted by the three characteristics: ability, benevolence heart, integrity, is recognized as both the integrity and streamlining of the concept. Jarvenpaa and Tractinsk that retail sales in the network, the site has the characteristics of consumer trust: navigation, brand, recommendations, privacy and security, site errors, order fulfillment, third party certification. Koufaris and Hampton-Sosa network of retail trade confidence that the impact of factors, including transaction security, website features, the site features consumer satisfaction. Lee and Overby concluded that the online retail business from the brand, service, technology and transaction security and other areas to improve competitiveness, access to consumer confidence. Among them, the corporate reputation is the business stakeholders on the overall evaluation of the long-term business. Flavian, Guinaliu and Torres study found that compared to traditional retailers, online retail company's brand image of trust has more influence.
In this study, the demographic variables as background variables, the empirical analysis to study the Internet retailers "sales management ","service quality"," technical security ", the consumer's personal, "tend to trust"on the Internet Retailer's

"trust "," perceived risk "and"purchase intention"of the complex relationship
between variables to construct a virtual trading environment of our network, the network model of trust mechanism in retail transactions. Strong development momentum of online shopping has become an important way to stimulate economic growth.
Networking and innovation in the retail enterprise's brand strategy. Our country have sprung up online stores, the major online retailers in general into a price war quagmire. Therefore, the emphasis on brand building, brand premium mining factors, to promote innovation is essential. Compared to the traditional channels, strong focus on network information,the proliferation of a wide network of retailers, the accumulation of more focused word of mouth. Businesses can rely on the pursuit of short-term effects of speculation and guidance, and to rely more on long-established brand reputation and customer satisfaction. Pay attention to every transaction process, by strengthening the positive interaction with consumers, continue to accumulate credit and reputation, to build reputation, loyalty, and ultimately build brand, and to achieve value-added space to the brand.
In addition, the online retail enterprises should make full use of network technology, to enhance interaction and communication with consumers to obtain more rapid, more complete first-line consumer feedback, so that future offerings more in line with consumer demand. Meanwhile, consumers should be invited to further participate in the interactive and online merchants by increasing consumer participation, to improve product innovation and customer loyalty, so that the formation of premium products and services. Businesses can create customer service database to regular online survey to understand the market demand and changes in consumer spending tend to promote the personal development of breadth and depth of services.

译 文

网络零售中影响消费者购买意愿因素研究
———基于信任与感知风险的分析
资料来源:查尔姆斯理工大学 作者：OlaHultkrantz
传统交易环境下，消费者通过所见所触来鉴定商品的品质。网络零售环境 中，无法取得全面的品质信息，且资金安全存在风险，其消费行为是在带有不 信任因素及高度感知风险的环境中进行。对网络零售商而言，除了提供便捷的 购买方式、优惠价格，如何满足消费者心理需求上的安全感更为重要。本文通过理论推演，提出基于信任理论与感知风险的网络零售消费意愿影响因素模型， 并发展了模型中各变量的衡量量表，通过访谈与调查问卷，借助结构方程模型， 揭示了网络零售商品牌形象、销售管理、服务品质、技术安全、以及消费者个 人信任倾向与感知风险的关系，并对最终购买意愿产生的影响，提出了构建政 府—行业—企业—第三方—消费者五位一体的诚信体系的模型，为网络零售企 业的发展提出实践建议。
2008 年全球金融危机时期，欧美等国上千家的零售商店关门歇业，中国的 众多出口企业和传统商业零售企业同样遭遇寒冬。以淘宝网为代表的中国网络 零售企业却大幅增长，成为传统零售贸易之外最重要的补充形式。以往学者的 相关研究表明，由于无法实际接触产品和商家，缺乏的控制力，消费者对电子 商务交易模式感知到的风险比传统交易方式感知风险大得多。据艾瑞咨询发布 的《2007—2008 中国网络购物发展报告》显示，超过 60%的被调查者认为网上 购物安全和网上商品质量问题是阻碍消费者网上购物的主要原因，而这两点都 可以归纳为消费者对于网络消费缺乏信任。
Das and Teng 研究发现：信任的产生，和信任者处于具有风险或不确定交 易情形有关。信任产生后，会使信任者考虑采取一些合作的形式，涉及资源或 控制权移转的行为。在 Joshi and Stump 的研究中，信任发生的双方为制造商对 供货商。网络零售是一个存在高风险和不确定性的特殊交易情境，无论是在人 际关系或者对于虚拟组织的交易关系中，不可避免地都会面对风险或不确定的 情况。由于依赖的信息来源、内容、数量、搜寻成本等方面不同，在面对虚拟 组织的风险，与面对人际关系或实体交易环境中的风险感知不同。在网络零售 交易环境中，能否产生信任机制是交易成功与否的关键。
信任者和被信任者双方的因素都会影响信任的产生。①信任者的个人信任 倾向是一种不随场合改变的、稳定的、一般化的信任者趋向于信任或不信任

他人的个人特质（McKnight et al.1998）。Fan and Chen 研究表明，这种个人特 质会影响消费者的信任行为，尤其是在产品信息不充足的网络环境中。②被信 任者特征。Mayer et al.提出了一般情况下被信任者的三项特征：能力、仁慈心、 正直，被公认兼顾概念的完整性与精简性。Jarvenpaa and Tractinsk 指出在网络 零售中，网站所具有的特征影响消费者的信任：导航、品牌、建议、隐私与安 全、网站错误、订单履行，第三方认证。Koufaris and Hampton-Sosa 认为影响 网络零售交易信任的因素包括交易安全、网站功能、消费者对网站特征的满意 度。Lee and Overby 总结认为网络零售企业可以从品牌、服务、技术和交易安 全等方面来提高竞争力，获取消费者的信任。其中，企业声誉是企业的利益相 关者对企业的长期整体评价。Flavian，Guinaliu and Torres 研究发现相比传统零 售企业，网络零售企业的品牌形象对信任度具有更大的影响力。
本研究把人口统计变量作为背景变量，通过实证分析，研究了网络零售商 “销售管理”、“服务品质”、“技术安全”、消费者的个人“信任倾向”、对网络零 售商的“信任”、“感知风险”与“购买意愿”各变量间的复杂关系，构建我国网络 虚拟交易环境下，网络零售交易信任机制模型。网络购物发展势头强劲，已成 为刺激经济增长的重要方式。
建立网络零售企业的品牌和创新战略。目前我国网上商店如雨后春笋般涌 现，各大网络零售商普遍陷入价格战的泥潭。因此，重视品牌建设，挖掘品牌 溢价因素，提倡创新是至关重要的。相比传统渠道，网络信息的聚焦性强、扩 散广，网络零售商的口碑积累更集中。商家追求短期效应时可以依靠炒作和引 导，而要建立品牌效应更多依靠长期的口碑和顾客满意度。注重每一个交易的 过程，通过加强与消费者的良性互动，不断积累信用和口碑，来构建美誉度、 忠诚度，最终建立企业品牌，并实现由品牌带来的增值空间。
此外，网络零售企业应该充分利用网络的技术优势，加强与消费者的互动 和沟通，获取更迅速、更完整的一线消费反馈，从而使未来提供的产品更加符 合消费者的需求。同时，应邀请消费者深入参与和网上商家的互动，通过提高 消费者的参与度，来提高产品的创新能力和消费者的忠诚度，使产品和服务形 成溢价。企业可以建立消费者服务数据库，以定期的网络调查了解市场需求和 客户消费倾向的变化，从而促进个性化服务的广度和深度发展。