9 5 2012 5 ChineseJournalofManagement Vol.9No.5 May2012 1 1 2 (1. ;2. ) : ; ; : ; ; ; :C931.6/F724.6 :A :1672 884X(2012)05 0715 08 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 :2011 10 13 : (708710487117109271131004) 715
9 5 2012 5 1 [1] : 1.2 AJZEN [8] :1 ;2 ;3 1.1 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
( 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
9 5 2012 5 :1 [16] ;2 [1920] [16] C2C [2021] EBay [2223] [1621] 5 99 5 6 TI ( 7 25 ) [17] 3.2 [1618] 2 :1 ;2 : 6 C2C (81.5%) 7 4 MBA 2 400 357 21 336 20~39 (93.2%) (96.1%) 1000~5000 (70.8%) 146 (43.5%) 190 (56.5%) 5 (66.1%) 1 2 4 3 4.1 HAIR [24] 3.1 SPSS15.0 KMO 2 :1 0.895 KAISER [25] 0.5 ;2 Likert7 1( 2 ) 7( ) 7 79.87% 718
1 (N=336) 2 /% / 10~19 20~29 30~39 40~49 146 190 14 218 95 9 1 / / 12 215 108 / <500 501~1000 1001~2000 2001~3000 3001~5000 5000~8000 >8000 <3 3~5 / 6~10 11~20 >20 1~2 3~5 6~10 10 36 18 94 71 73 35 9 16 29 79 61 151 52 62 51 171 43.5 56.5 4.2 64.9 28.3 2.7 0.3 3.6 64.0 32.1 10.7 5.4 28.0 21.1 21.7 10.4 2.7 4.8 8.6 23.5 18.2 44.9 15.5 18.5 15.2 50.9 (FM) (TRS) (SP) (OS) (TS) (TW) TS TS1 TS2 TS3 (TI) Cronbach sα 3 TRS4(0.664) TRS5(0.674) TI1 0.878-0.7 0.7 0.001 Cronbach sα : p<0.001 TI TI2 0.820 18.413 0.737 0.894 0.893 TI3 0.877 20.029 CR 0.7 (AVE) 0.5 AVE 1 2 3 4 5 6 7 FM1 0.855 0.161 0.121 0.039 0.118 0.135 0.083 FM2 0.838 0.152-0.009 0.077 0.095 0.149 0.103 FM3 0.803 0.188 0.207-0.040 0.064 0.164 0.123 FM4 0.791 0.128 0.204 0.054 0.124 0.029 0.139 TRS1 0.136 0.776 0.166-0.020 0.174 0.064 0.043 TRS2 0.104 0.852 0.058 0.038-0.031 0.105 0.138 TRS3 0.137 0.831 0.129 0.073 0.130 0.124 0.061 TRS4 0.155 0.680 0.151 0.078 0.111 0.092 0.139 TRS5 0.138 0.651 0.226 0.121 0.123 0.134 0.176 SP1 0.141 0.208 0.803 0.006 0.219 0.139 0.070 SP2 0.098 0.167 0.861 0.025 0.127 0.153 0.159 SP3 0.125 0.139 0.893 0.030 0.106 0.167 0.088 SP4 0.158 0.179 0.828 0.076 0.120 0.153 0.049 OS2 0.037 0.107 0.056 0.907 0.005 0.076-0.008 OS3 0.061 0.081 0.004 0.928 0.085 0.034-0.032 OS4 0.013 0.023 0.044 0.863 0.046 0.027 0.059 TS1 0.132 0.165 0.176 0.089 0.866 0.174 0.221 TS2 0.151 0.163 0.190 0.081 0.889 0.151 0.190 TS3 0.125 0.134 0.187 0.007 0.854 0.248 0.189 TW1 0.245 0.180 0.267 0.071 0.365 0.744 0.135 TW2 0.236 0.207 0.233 0.077 0.305 0.749 0.191 TW4 0.148 0.212 0.274 0.071 0.124 0.778 0.205 TI1 0.152 0.198 0.148-0.005 0.180 0.154 0.828 TI2 0.167 0.094 0.085 0.037 0.223 0.152 0.824 TI3 0.106 0.190 0.092-0.009 0.139 0.093 0.881 3 T AVE CR Cronbach s α FM1 0.874 - FM2 0.819 18.335 FM 0.676 0.893 0.892 Harman s FM3 0.821 18.428 FM4 0.772 16.758 [26] TRS1 0.767 15.905 20 % TRS2 0.809 TRS TRS3 0.855 17.101-0.567 0.867 0.867 TRS4 0.664 13.116 : TRS5 0.674 13.367 ; SP1 0.831 22.022 SP2 0.894 26.099 SP 0.763 0.928 0.926 SP3 0.928 - (confirmatoryfactoranalysiscfa) SP4 0.837 22.339 2 25 OS1 0.881 21.729 OS OS2 0.947 7 : - 0.744 0.896 0.892 OS3 0.747 16.975 TW1 (CR) TW TW2 TW3 0.943 0.966 0.901 0.920 0.900 0.778 37.837-31.568-24.586 18.647 0.878 0.956 0.955 0.754 0.901 0.899 4 4 AVE 719
9 5 2012 5 ( ) 4 AVE Mean Std. FM TRS SP OS TS TW TI FM 5.168 0.945 0.822 TRS 5.542 0.828 0.407 0.753 SP 4.397 1.234 0.368 0.430 0.873 OS 5.265 0.985 0.109 0.168 0.110 0.863 TS 5.069 1.179 0.355 0.384 0.431 0.144 0.937 TW 5.009 1.032 0.475 0.470 0.547 0.174 0.596 0.754 TI 5.665 0.938 0.359 0.384 0.322 0.057 0.475 0.467 0.737 5.1 : AVE 4.2 <2 <0.05 >0.90 >0.80 >0.90 >0.90 427.2/258=1.656 0.044 0.906 0.881 0.973 0.936 0.371 0.299 0.194 T 6 1a 2 3a 5 6 7 t α=0.01 α=0.05 ( ) ( ; ) ( ) 4 (0.371) 7 42.6% 48.6% 31.5% 3 6 T 1a FM TW 0.299 5.453 1b FM TS 0.025 0.42 2 TRS TW 0.194 3.413 3a SP TW 0.371 6.957 3b SP TS 0.083 1.412 4a OS TW 0.071 1.559 4b OS TS 0.043 0.932 5 TW TS 0.534 7.741 6 TS TI 0.295 4.300 7 TW TI 0.325 4.616 : p<0.01( ) 3 5 AMOS7.0 5 5 : 5 1 χ 2/df RMSEA GFI AGFI CFI NFI 720 C2C :1
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