电子商务中信任的作用【外文翻译】

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1、外文翻译TheRoleofConsumers’TrustinOnline-ShoppingMaterialSoerce:journalofbusinessethics（2002.5）Author:SonjaGrabner-KraeuterRetailersfinditincreasinglyimportanttorepresentthemselvesontheInternettogetmorecustomers,increasethepublic’sawarenessofthecompanyanditsproductsandlastbutn

2、otleast.However,movingInternetuserstothe“purchaseclick”isprovingtobedifficult.AnimportantreasonwhyonlineconsumersarereluctanttoshoponlineisbecauseofthefundamentallackoffaiththatcurrentlyexistsbetweenmostbusinessesandconsumersontheWeb.Trustisnotonlyashort-termissuebutthemos

3、tsignificantlong-termbarrierforrealizingthepotentialofe-commercetoconsumers.Becauseoftheessentialroletrustplaysforthedevelopmentofe-commerceitisimportanttoanalysethefactorsthatarerelevantfortheemergenceoftrustproblemsintransactionsbetweenonline-retailersandconsumers.Todate

4、,wehavenouniversallyacceptedscholarlydefinitionoftrust.Researchersindifferentdisciplinesagreeontheimportanceoftrustintheconductofhumanaffairs，buttherealsoappearstobeequallywidespreadlackofagreementonasuitabledefinitionoftheconcept.Socialpsychologistsdefinetrustasanexpectat

5、ionaboutthebehaviourofothersintransactions,focusingonthecontextualfactorsthatenhanceorinhibitthedevelopmentandmaintenanceoftrust.　　Manytheoristsandresearchersoftrustfocusoninterpersonalrelationships.Inthecontextofcomputer-mediatedenvironmentsthelevelsoftrusthavetobeextende

6、d,becauseinelectronicmarketspersonaltrustisaratherlimitedmechanismtoreduceuncertainty.Acrossdisciplinesthereisagreementonconditionsthatmustexistfortrusttoarise–trustonlyexistsinanuncertainandriskyenvironment,system-dependentuncertaintycompriseseventsthatarebeyondthedirecti

7、nfluenceofactorsandcanbecharacterizedasexogenousorenvironmentaluncertainty.Inthecontextofelectroniccommerceexogenousuncertaintyprimarilyrelatestopotentialtechnologicalsourcesoferrorsandsecuritygapsortoputiteconomicallytotechnology-dependentrisksthatcannotbeavoidedbyanagree

8、mentoracontractwithanotheractorwhoisinvolvedinthetransaction.Thesmoothandsecureprocessing