[1] : 1.2 AJZEN [8] :1 ;2 ; : ZUCKER [2] SHAPIRO [3] [9] MCKNIGHT [4] ; ( ) 1.3 TAN [5] 2 2 PENNINGTON [6] SET(secureelectronictra

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1 ChineseJournalofManagement Vol.9No.5 May (1. ;2. ) : ; ; : ; ; ; :C931.6/F724.6 :A : X(2012) EmpiricalStudyontheEffectofE commercesiteinstitutionontrust ZHAO Xuefeng 1 CHEN Chuanhong 1 SHEN Yixian 2 (1.HuazhongUniversityofScienceandTechnologyWuhanChina; 2.HenanXinyangPowerSupplyCompanyXinyangHenanChina) Abstract:Basedontherelavantresearchesoninstitution basedtrustinordertoexplorehowthe siteinstitutionimpactsconsumertrustine commercesitesandselerswebuildaresearch model whichusesiteinstitutionasacontrolmeanstopromoteconsumertrustandproposerelatedhypothe ses.byquestionnairedatacolectionanddataanalyzingtheresearchshowsthatfeedback mecha nismstransactionsecurityservicepromisesignificantlyefectcustomertrustinthewebsitethein fluenceofonlineservicesoncustomertrustinthewebsiteisnotsignificant;consumertrustinthe websitemediatetheefectofthesiteinstitutionsontrustinselers;consumertrustinthewebsitedi rectlyimpactstrustinselerscustomertrustinthewebsiteandselersbothhavepositiveefecton customertransactionintentions. Keywords:institution basedtrust;trustinwebsite;trustinselers;websiteinstitution Ebay : : ( ) 715

2 [1] : 1.2 AJZEN [8] :1 ;2 ; : ZUCKER [2] SHAPIRO [3] [9] MCKNIGHT [4] ; ( ) 1.3 TAN [5] 2 2 PENNINGTON [6] SET(secureelectronictrans RATNASINGAM [7] action ) MCKNIGHT [4] [10] 2 :1 2 C2C ( ) 716

3 ( 1) C2C 1 3 SP 2 :1 (TW) [15] ;2 (TS) C2C 1 FM C2C C2C 7 30 ( ) ) [1] : 97% 3a [11] 3b 4 OS [12] : 1a 1b 2 2 TRS QQ : 4a 4b [13] : 2 5 TW [14] [16] ZUCKER [2] 717

4 :1 [16] ;2 [1920] [16] C2C [2021] EBay [2223] [1621] TI ( 7 25 ) [17] 3.2 [1618] 2 :1 ;2 : 6 C2C (81.5%) 7 4 MBA ~39 (93.2%) (96.1%) 1000~5000 (70.8%) 146 (43.5%) 190 (56.5%) 5 (66.1%) HAIR [24] 3.1 SPSS15.0 KMO 2 : KAISER [25] 0.5 ;2 Likert7 1( 2 ) 7( ) % 718

5 1 (N=336) 2 /% / 10~19 20~29 30~39 40~ / / / < ~ ~ ~ ~ ~8000 >8000 <3 3~5 / 6~10 11~20 >20 1~2 3~5 6~ (FM) (TRS) (SP) (OS) (TS) (TW) TS TS1 TS2 TS3 (TI) Cronbach sα 3 TRS4(0.664) TRS5(0.674) TI Cronbach sα : p<0.001 TI TI TI CR 0.7 (AVE) 0.5 AVE FM FM FM FM TRS TRS TRS TRS TRS SP SP SP SP OS OS OS TS TS TS TW TW TW TI TI TI T AVE CR Cronbach s α FM FM FM Harman s FM FM [26] TRS % TRS TRS TRS TRS : TRS ; SP SP SP SP (confirmatoryfactoranalysiscfa) SP OS OS OS : OS TW1 (CR) TW TW2 TW AVE 719

6 ( ) 4 AVE Mean Std. FM TRS SP OS TS TW TI FM TRS SP OS TS TW TI : AVE 4.2 <2 <0.05 >0.90 >0.80 >0.90 > /258= T 6 1a 2 3a t α=0.01 α=0.05 ( ) ( ; ) ( ) 4 (0.371) % 48.6% 31.5% 3 6 T 1a FM TW b FM TS TRS TW a SP TW b SP TS a OS TW b OS TS TW TS TS TI TW TI : p<0.01( ) 3 5 AMOS : 5 1 χ 2/df RMSEA GFI AGFI CFI NFI 720 C2C :1

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