第三方网上支付使用意愿及其影响因素的实证研究
|
摘要
随着电子商务和网络购物的发展,作为电子商务中主要支付手段的第三方网上支付逐渐受到消费者的青睐,其中,支付宝的被接受程度尤为可观。因此,学术界掀起了一股研究关于第三方网上支付的热潮。过去,学者对第三方网上支付的研究主要在于：安全问题、诚信问题、法律监管问题、资金沉淀问题、盈利问题等。近几年来,部分学者也逐渐对其使用意愿的影响因素产生兴趣,但研究结果尚不成熟。有关互联网新技术的采纳问题研究结果表明,感知有用性、感知易用性、主观规范、消费者创新性、感知服务质量、感知风险、信任等因素对消费者的使用意愿具有一定的影响。然而,在第三方网上支付环境下,影响新技术采纳的因素是否依旧影响第三方网上支付的使用意愿仍有待验证。因此,本文旨在探讨影响消费者使用第三方网上支付工具的因素及影响程度,并以占领第三方网上支付领域半壁江山的支付宝为例。
本研究在过去相关研究的理论基础上,详细分析了第三方网上支付相关理论和消费者行为路径相关理论,结合感知风险相关理论和服务质量相关理论,在科技创新理论的基础上加入了感知风险、服务质量、消费者创新性、信任和主观规范这五个因子,试图从感知有用性、主观规范、消费者创新性、感知服务质量、感知风险、消费者的信任这几个方面研究对第三方网上支付使用态度和使用意愿的影响。本研究以支付宝为例,对提出的概念模型进行实证验证,结果表明：感知有用性、主观规范、消费者创新性、服务质量和消费者的信任这些因素对消费者的使用意愿具有正向影响,影响力从大到小依次为：主观规范、信任、消费创新性、感知服务质量和感知有用性。此外,消费者的不同年龄和不同每月可支配收入也在使用意愿上存在明显差异性。
最后,本研究通过对支付宝的使用意愿及其影响因素进行分析和实证研究,提出了一些促进我国第三方网上支付平台发展的个人建议。
With the development of e-commerce and online shopping, as the main payment means of e-commerce, the third-party online payment is accepted by consumers, among which the acceptance of Alipay is particularly impressive. Therefore it sets off a wave of consumer's payment behavior research in academia. Research on the third-party online payment is about these repects:security issues, intergrity issues, legal and regulatory issues, funding precipitation and profitability issues. In recent years, some schoolars are gradually interested in willingness factors, but the results are not mature. Adoption research of new technology on the Internet in the past had discovered that perceived usefulness, subjective norms, consumer innovation, service quality, perceived risk, trust and other factors have an impact on consumers' willingness to use. So, in the third-party online payment environment, whether these findings are applicable is to be proved. Therefore, this paper is to study the willingness to use and the influencing factors in the third-party online payment environment, and take the Alipay for example.
In this study, based on the theory of the past, it analysis the third-party online payment related theories and the theories of consumer behavior path in details. The paper combines the theory of perceived risk and the quality of service. On the basis of the theory of technological innovation it adds the perceived risk, quality of service, consumer innovation, trust and subjective norm, trying to study third-party online payment attitude and willingness to use from the aspects of perceived ease of use, perceived usefulness, subjective norms, consumer innovation, service quality, perceived risk, trus. Taking Alipay as an example to validate the proposed conceptual model, the results show that:perceived usefulness, subjective norm, consumers innovative, service quality and trust have positive impact on the intention to use, the impact of factors beginning from the largest to the smallest is:subjective norms, trust, consumer innovative, service quality and perceived usefulness. In addition, different ages and monthly disposable income is also different in the intention to use.
Finally, the study takes the willingness to use Alipay's impact factors as an example, making a number of recommendations on the development of third-party online payment.
本研究在过去相关研究的理论基础上,详细分析了第三方网上支付相关理论和消费者行为路径相关理论,结合感知风险相关理论和服务质量相关理论,在科技创新理论的基础上加入了感知风险、服务质量、消费者创新性、信任和主观规范这五个因子,试图从感知有用性、主观规范、消费者创新性、感知服务质量、感知风险、消费者的信任这几个方面研究对第三方网上支付使用态度和使用意愿的影响。本研究以支付宝为例,对提出的概念模型进行实证验证,结果表明：感知有用性、主观规范、消费者创新性、服务质量和消费者的信任这些因素对消费者的使用意愿具有正向影响,影响力从大到小依次为：主观规范、信任、消费创新性、感知服务质量和感知有用性。此外,消费者的不同年龄和不同每月可支配收入也在使用意愿上存在明显差异性。
最后,本研究通过对支付宝的使用意愿及其影响因素进行分析和实证研究,提出了一些促进我国第三方网上支付平台发展的个人建议。
With the development of e-commerce and online shopping, as the main payment means of e-commerce, the third-party online payment is accepted by consumers, among which the acceptance of Alipay is particularly impressive. Therefore it sets off a wave of consumer's payment behavior research in academia. Research on the third-party online payment is about these repects:security issues, intergrity issues, legal and regulatory issues, funding precipitation and profitability issues. In recent years, some schoolars are gradually interested in willingness factors, but the results are not mature. Adoption research of new technology on the Internet in the past had discovered that perceived usefulness, subjective norms, consumer innovation, service quality, perceived risk, trust and other factors have an impact on consumers' willingness to use. So, in the third-party online payment environment, whether these findings are applicable is to be proved. Therefore, this paper is to study the willingness to use and the influencing factors in the third-party online payment environment, and take the Alipay for example.
In this study, based on the theory of the past, it analysis the third-party online payment related theories and the theories of consumer behavior path in details. The paper combines the theory of perceived risk and the quality of service. On the basis of the theory of technological innovation it adds the perceived risk, quality of service, consumer innovation, trust and subjective norm, trying to study third-party online payment attitude and willingness to use from the aspects of perceived ease of use, perceived usefulness, subjective norms, consumer innovation, service quality, perceived risk, trus. Taking Alipay as an example to validate the proposed conceptual model, the results show that:perceived usefulness, subjective norm, consumers innovative, service quality and trust have positive impact on the intention to use, the impact of factors beginning from the largest to the smallest is:subjective norms, trust, consumer innovative, service quality and perceived usefulness. In addition, different ages and monthly disposable income is also different in the intention to use.
Finally, the study takes the willingness to use Alipay's impact factors as an example, making a number of recommendations on the development of third-party online payment.
引文
[1]于卫国.第三方支付的支付模式、竞争环境和新业务发展分析.2008,上海交通大学硕士论文
[2]李泽禹.中国网络第三方支付平台对比.集体经济经营之道.2010(02)：60-61
[3]Noteberg, A. Christaanse, e.,& Wallag, P. The role of trust and assurance services in electronic channels:an exploratory study. In Proceedings of the twentieth International Conference On Information Systems,2009
[4]Resnick, P. Reputation Systems. Communications of the ACM.2000,43(12):45-48
[5]Cecelia. K. EU E-commerce policy development. Computer Law & Security Report, 2008,1(17):12-27
[6]Nir Vulkan. Equilibria in Automated Interactions. Games and Economic Behavior, 2009(35)
[7]DanJ. Kim, Yong I. Song, S. B. Braynov, H. R. Rao. A multidimensional trust formation model in B-to-C e-commerce:a conceptual framework and content analyses of academia practitioner perspectives. Decision Support Systems,2010(4)
[8]Solomon Antony, Z. L., Bo, Xu. Determinants of online escrow service adoption: an experimental study. Decision Support Systems,2009,3(42):1889-1900
[9]Sie-cheung Chan and Ming-te Lu. Understanding Internet Banking Adoption and Use Behavior:A Hong Kong Perspective. Journal of Global Information Management, 12(3), July-Sept 2008 21.pp 21-43
[10]Margaret Tan and Thompson S.H.Teo.Factors Influencing the Adoption of Internet Banking. Journal of the Association for Information Systems, Volume 1, Article5, July 2009.
[11]Polatoglu,V.N.,Ekin,S. An empirical investigation of the Turkish consumer's acceptance of internet banking service [J].The International Journal of Bank Marketing.2009.pp 156-166
[12]Yi-Shun Wang,Yu-Min Wang, Hsin-Hui Lin, Tzung-I Tang. Determinants of user acceptance of Internet banking:an empirical study. International Journal of Service Industry Management.14,5,2009.pp.501-519.
[13]Kyu Kim and Bipin Prabhakar. Initial Trust, Perceived Risk, And The Adoption of Internet Banking.
[14]彭娟娟.我国第三方支付风险分析及对策探讨.电子支付.2010(12)：24-25
[15]胡秋梅.我多第三方支付存在的问题及对策研究.物流管理.2008(45)：16-17
[16]于洪洁.网络第三方支付监管问题探讨.江南论坛.2010(08)：41-42
[17]阳志梅.谈第三方支付平台应用优势及发展模式.商业时代.2008(09)：91-92
[18]饶林,周鹏博.有效实现第三方支付风险监管的几点建议.金融理论与实践.2009(09)：110-111
[19]杨茵,我国第三方支付监管现状及改善建议,银行管理,2010(03)：49-50
[20]李燕.由支付宝看我国第三方支付平台.经济与管理.2010(02)：26-27
[21]支磊.完善第三方支付的措施探讨.商场现代化.2008(01)：128-129
[22]钱卫华.浅析非金融机构支付服务管理办法对规范第三方支付的意义.2010(07)： 286
[23]张翼.消费者使用网上支付平台显著影响因素实证研究.商场现代化.2009(14)：155
[24]马庆国,石亦思.网上支付影响因素与营销策略.商场现代化.2010(542)：7-8
[25]孙卫.第三方支付的影响因素研究.商场现代化.2009(521)：17-18
[26]崔宗麟.网上第三方支付的服务质量评估研究.硕士学位论文,对外经济贸易大学,2009
[27]王伟.在线支付客户接受度的影响因素研究.商场现代化,2010(547),68-69
[28]Qile, H., Yanqian, D.,& Zetian, F.An innovation adoption study of online e-payment in Chinese companies. Journal of Electronic Commerce in Organizaton,2009, 4(l),48-69.
[29]Fang, He.,&Peter, P. Decision factors for the adoption of an online Payment system by customers. International Journal of E-Business Research,2009, 3(4),1-32
[30]Fishbein, M.&Ajzen. Belief, attitude, intention and behavior:an introduction to theory and research[M]:Addison-Wesley Reading, MA,1975
[31]Davis, F. D. Peceived Usefulness,Perceived Ease of Use, and User Acceptance of Information Technology[J]. MIS Quarterly,1989,13(3):319-340
[32]Rogers, E. M. Diffusion of Innovations, New York:The Free Press,1983
[33]Gatignon, H.,& Robertson, T. S. A propositional inventory for new diffusion research. Journal of Consumer Research.1985(11):849-867
[34]Jinsoo Park, Dongwon Lee, Joongho Ahn. Risk-focused e-commerce adoption model: a cross-country [J]. Journal of Global Information Technology Management.2004, 7(2):6-30
[35]Taylor, S.,& Todd, P, Understanding information technology usage:a test of competing models. Information Systems Research,2009,6(2):144-176
[36]Lederer, A. L., Maupin, D. J.,& Sena, M. P. The technology acceptance model and the World Wide web. Decisions support systems,1999(29),269-282
[37]Goldsmith, R. E.,& Hofacker, C. F. Measuring consumer innovativeness [J]. Journal of the Academy of Marketing Science,1991,19(3):209-220
[38]Moore, G.& Benbasat, I. The Development of an Instrument to Measure the Perceived Characteristics of Adopting an Information Technology Innovation[J]. Information Systems Research,2009,2(3):192-222
[39]Im, S., Bayus, B. L.& Mason, C. H. An empirical study of innate consumer innovativeness, personal characteristics and new product adoption behavior[J]. Journal of the Academy of Marketing science,2011,31(1):61-73
[40]Midgley, D. F.& Dowling, G. R. Innovativeness:the concept and its measurement[J]. Journal of Consumer Research,1978,4(4):229-242
[41]Agarwal, R.& Prasad, J. A conceptual and operational definition of personal innovativeness in the domain of information technology [J]. Information Systems Research,2008,9(2):204-215
[42]Citrin, A. V, Sprott, D. E.& Silverman, S. N. et al. Adoption of Internet shopping:the role of consumer innovativeness [J]. Industrial Management Data Systems,2010,100(7):294-302
[43]Blake, F. B., Neuendorf, A. K.& Valdiserri, C. M. Innovativeness and variety of Internet shopping[J]. Internet Research,2009,13(3):156-170
[44]Bauer, R. A. Consumer Behavior as Risk Taking. Dynamic Marketing for a Changing World [J]. American Marketing Association, 1960:389-398
[45]Stone, R. N.,& Gronhaug, K. Perceived risk:Further considerations for the marketing discipline. European Journal of Marketing.1993(27):39-50
[46]Bellman, S.,& Lohse, G. L.& Johnson, E. J. Predictors of online buying behavior Communications of the ACM,2009,42(12),32-38
[47]Eastin, M. S. Diffusion of e-commerce:an analysis of the adoption of four e-commerce activities. Telemetric and Informatics.2011(19):251-267
[48]Cunningham SM. The major dimensions of perceived risk [A]. Cox DF Risk Taking and Information Handling in Consumer Behavior[C]. Boston:Graduate School of Business Administration, Harvard University Press,1967:83-108
[49]Huang, E.& Chuang, M. H. Extending the theory of planned behavior as a model to explain post-merger employee behavior of IS use[J]. Computers in Human Behavior,2010(23):240-257
[50]Featherman, M. S.. & Pavlou, P. A. Predicting e-services adoption:a perceived risk facets perspective. International Journal of Human-Computer Studies.2010(59): 451-474
[51]McKnight D H, Chervany N L. Conceptualizing Trust:A Typology and E-Commerce Customer Relationships Model [A]. Proceedings of the 34th Hawaii International Conference on System Sciences[C],2001
[52]Doney PM, Cannon JP. An examination of the nature of trust in buyer-seller relationships [J]. Journal of Marketing.1997,61(4):35-51
[53]Mayer RC, Davis JH, Shoorman FD. An Integrative Model of Organizational Trust[J]. Academy of Management Review.1995,20(3):709-734
[54]宋光兴,杨德礼.电子商务中的信任问题及信任建立途径[J].科技进步与对策.2011,11：129-131
[55]Nooteboom B, Berger H, Noorderhaven N. Effects of trust and governance on relational risk[J]. Academy of Management Journal.1997,40(2):308-338
[56]KJ Stewart. Transference as a means of building trust in World Wide Web sites [A]. in:Proceedings of the 20th International Conference on Information Systems[C].2009:459-64
[57]A Borchers. Trust in Internet shopping:a test of a measure-Commandment [A]. in: proceedings of the 7th Americas Conference on Information Systems [C].2010: 799-803
[58]Corritore S, Kracher B, Weidenbeck S. On-line trust:concepts, evolving themes, a model [J]. International Journal of Human-Computer Interaction.2011,58 (6): 737-758
[59]Ramnath KC, Paul AP. Perceived information security, financial liability and consumer trust in electronic commerce transactions [J]. Logistics Information Management.2008,15(5/6):358-368
[60]Yousafzai, S., Pallister, J.,& Foxall. G. A proposed model of e-trust for electronic banking. Tech-notation,2008:11-23
[61]Parasuraman, A., Zeithaml, V. A., and Berry, L. L. A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing,1985,49: 41-50
[62]Zeithaml, VA., Parasuraman, A., and Malhetra, A. Servce quality delivery through websites:A critical review of extant knowledge [J]. Academy of Marketing Science. Journal,2002,30(4):362-375
[63]Davis, F. D. Perceived usefulness, Perceived ease of use, and user acceptance of information technology. MIS Quarterly 1989,13(3):319-340
[64]Venkatesh, V., and Davis, F. D. A theoretical extension of the technology acceptance model four longitudinal field studies [J]. Management Science,2000,46(2):186-204
[65]Bhattancherjee, A. Acceptance of E-commerce services:The case of electronic Brokerages [J]. IEEE Transactions on Systems, Man, and Cinematic,2000,30(4): 411-420
[66]Bauer R. Consumer Behavior as Risk Taking [A].43rd National Conference of the American Marketing Association [C]. 1960:389-398
[67]Featherman, M. S., and Pavlou P. A. Predicting e-services adoption:A Perceived Risk facets Perspective [J]. Int J Human-Computer Studies,2003(59):451-474.
[68]Lu, J., Yu, C. S., Liu, C. Technology acceptance model for wireless internet [J]. Internet Research.2003,13(3):206-222
[69]Parasuraman, A., Zeithaml, V. A., and Berry, L. L. SERVQUAL:a multiple-item scale for measuring consumer perception of service quality [J], Journal of Retailing, 1988, (64):12-40
[70]Eastin, M. S. Diffusion of e-commerce:an analysis of the adoption of four e-commerce activities [J]. Telemetric and Informatics,2002(19):251-267
[2]李泽禹.中国网络第三方支付平台对比.集体经济经营之道.2010(02)：60-61
[3]Noteberg, A. Christaanse, e.,& Wallag, P. The role of trust and assurance services in electronic channels:an exploratory study. In Proceedings of the twentieth International Conference On Information Systems,2009
[4]Resnick, P. Reputation Systems. Communications of the ACM.2000,43(12):45-48
[5]Cecelia. K. EU E-commerce policy development. Computer Law & Security Report, 2008,1(17):12-27
[6]Nir Vulkan. Equilibria in Automated Interactions. Games and Economic Behavior, 2009(35)
[7]DanJ. Kim, Yong I. Song, S. B. Braynov, H. R. Rao. A multidimensional trust formation model in B-to-C e-commerce:a conceptual framework and content analyses of academia practitioner perspectives. Decision Support Systems,2010(4)
[8]Solomon Antony, Z. L., Bo, Xu. Determinants of online escrow service adoption: an experimental study. Decision Support Systems,2009,3(42):1889-1900
[9]Sie-cheung Chan and Ming-te Lu. Understanding Internet Banking Adoption and Use Behavior:A Hong Kong Perspective. Journal of Global Information Management, 12(3), July-Sept 2008 21.pp 21-43
[10]Margaret Tan and Thompson S.H.Teo.Factors Influencing the Adoption of Internet Banking. Journal of the Association for Information Systems, Volume 1, Article5, July 2009.
[11]Polatoglu,V.N.,Ekin,S. An empirical investigation of the Turkish consumer's acceptance of internet banking service [J].The International Journal of Bank Marketing.2009.pp 156-166
[12]Yi-Shun Wang,Yu-Min Wang, Hsin-Hui Lin, Tzung-I Tang. Determinants of user acceptance of Internet banking:an empirical study. International Journal of Service Industry Management.14,5,2009.pp.501-519.
[13]Kyu Kim and Bipin Prabhakar. Initial Trust, Perceived Risk, And The Adoption of Internet Banking.
[14]彭娟娟.我国第三方支付风险分析及对策探讨.电子支付.2010(12)：24-25
[15]胡秋梅.我多第三方支付存在的问题及对策研究.物流管理.2008(45)：16-17
[16]于洪洁.网络第三方支付监管问题探讨.江南论坛.2010(08)：41-42
[17]阳志梅.谈第三方支付平台应用优势及发展模式.商业时代.2008(09)：91-92
[18]饶林,周鹏博.有效实现第三方支付风险监管的几点建议.金融理论与实践.2009(09)：110-111
[19]杨茵,我国第三方支付监管现状及改善建议,银行管理,2010(03)：49-50
[20]李燕.由支付宝看我国第三方支付平台.经济与管理.2010(02)：26-27
[21]支磊.完善第三方支付的措施探讨.商场现代化.2008(01)：128-129
[22]钱卫华.浅析非金融机构支付服务管理办法对规范第三方支付的意义.2010(07)： 286
[23]张翼.消费者使用网上支付平台显著影响因素实证研究.商场现代化.2009(14)：155
[24]马庆国,石亦思.网上支付影响因素与营销策略.商场现代化.2010(542)：7-8
[25]孙卫.第三方支付的影响因素研究.商场现代化.2009(521)：17-18
[26]崔宗麟.网上第三方支付的服务质量评估研究.硕士学位论文,对外经济贸易大学,2009
[27]王伟.在线支付客户接受度的影响因素研究.商场现代化,2010(547),68-69
[28]Qile, H., Yanqian, D.,& Zetian, F.An innovation adoption study of online e-payment in Chinese companies. Journal of Electronic Commerce in Organizaton,2009, 4(l),48-69.
[29]Fang, He.,&Peter, P. Decision factors for the adoption of an online Payment system by customers. International Journal of E-Business Research,2009, 3(4),1-32
[30]Fishbein, M.&Ajzen. Belief, attitude, intention and behavior:an introduction to theory and research[M]:Addison-Wesley Reading, MA,1975
[31]Davis, F. D. Peceived Usefulness,Perceived Ease of Use, and User Acceptance of Information Technology[J]. MIS Quarterly,1989,13(3):319-340
[32]Rogers, E. M. Diffusion of Innovations, New York:The Free Press,1983
[33]Gatignon, H.,& Robertson, T. S. A propositional inventory for new diffusion research. Journal of Consumer Research.1985(11):849-867
[34]Jinsoo Park, Dongwon Lee, Joongho Ahn. Risk-focused e-commerce adoption model: a cross-country [J]. Journal of Global Information Technology Management.2004, 7(2):6-30
[35]Taylor, S.,& Todd, P, Understanding information technology usage:a test of competing models. Information Systems Research,2009,6(2):144-176
[36]Lederer, A. L., Maupin, D. J.,& Sena, M. P. The technology acceptance model and the World Wide web. Decisions support systems,1999(29),269-282
[37]Goldsmith, R. E.,& Hofacker, C. F. Measuring consumer innovativeness [J]. Journal of the Academy of Marketing Science,1991,19(3):209-220
[38]Moore, G.& Benbasat, I. The Development of an Instrument to Measure the Perceived Characteristics of Adopting an Information Technology Innovation[J]. Information Systems Research,2009,2(3):192-222
[39]Im, S., Bayus, B. L.& Mason, C. H. An empirical study of innate consumer innovativeness, personal characteristics and new product adoption behavior[J]. Journal of the Academy of Marketing science,2011,31(1):61-73
[40]Midgley, D. F.& Dowling, G. R. Innovativeness:the concept and its measurement[J]. Journal of Consumer Research,1978,4(4):229-242
[41]Agarwal, R.& Prasad, J. A conceptual and operational definition of personal innovativeness in the domain of information technology [J]. Information Systems Research,2008,9(2):204-215
[42]Citrin, A. V, Sprott, D. E.& Silverman, S. N. et al. Adoption of Internet shopping:the role of consumer innovativeness [J]. Industrial Management Data Systems,2010,100(7):294-302
[43]Blake, F. B., Neuendorf, A. K.& Valdiserri, C. M. Innovativeness and variety of Internet shopping[J]. Internet Research,2009,13(3):156-170
[44]Bauer, R. A. Consumer Behavior as Risk Taking. Dynamic Marketing for a Changing World [J]. American Marketing Association, 1960:389-398
[45]Stone, R. N.,& Gronhaug, K. Perceived risk:Further considerations for the marketing discipline. European Journal of Marketing.1993(27):39-50
[46]Bellman, S.,& Lohse, G. L.& Johnson, E. J. Predictors of online buying behavior Communications of the ACM,2009,42(12),32-38
[47]Eastin, M. S. Diffusion of e-commerce:an analysis of the adoption of four e-commerce activities. Telemetric and Informatics.2011(19):251-267
[48]Cunningham SM. The major dimensions of perceived risk [A]. Cox DF Risk Taking and Information Handling in Consumer Behavior[C]. Boston:Graduate School of Business Administration, Harvard University Press,1967:83-108
[49]Huang, E.& Chuang, M. H. Extending the theory of planned behavior as a model to explain post-merger employee behavior of IS use[J]. Computers in Human Behavior,2010(23):240-257
[50]Featherman, M. S.. & Pavlou, P. A. Predicting e-services adoption:a perceived risk facets perspective. International Journal of Human-Computer Studies.2010(59): 451-474
[51]McKnight D H, Chervany N L. Conceptualizing Trust:A Typology and E-Commerce Customer Relationships Model [A]. Proceedings of the 34th Hawaii International Conference on System Sciences[C],2001
[52]Doney PM, Cannon JP. An examination of the nature of trust in buyer-seller relationships [J]. Journal of Marketing.1997,61(4):35-51
[53]Mayer RC, Davis JH, Shoorman FD. An Integrative Model of Organizational Trust[J]. Academy of Management Review.1995,20(3):709-734
[54]宋光兴,杨德礼.电子商务中的信任问题及信任建立途径[J].科技进步与对策.2011,11：129-131
[55]Nooteboom B, Berger H, Noorderhaven N. Effects of trust and governance on relational risk[J]. Academy of Management Journal.1997,40(2):308-338
[56]KJ Stewart. Transference as a means of building trust in World Wide Web sites [A]. in:Proceedings of the 20th International Conference on Information Systems[C].2009:459-64
[57]A Borchers. Trust in Internet shopping:a test of a measure-Commandment [A]. in: proceedings of the 7th Americas Conference on Information Systems [C].2010: 799-803
[58]Corritore S, Kracher B, Weidenbeck S. On-line trust:concepts, evolving themes, a model [J]. International Journal of Human-Computer Interaction.2011,58 (6): 737-758
[59]Ramnath KC, Paul AP. Perceived information security, financial liability and consumer trust in electronic commerce transactions [J]. Logistics Information Management.2008,15(5/6):358-368
[60]Yousafzai, S., Pallister, J.,& Foxall. G. A proposed model of e-trust for electronic banking. Tech-notation,2008:11-23
[61]Parasuraman, A., Zeithaml, V. A., and Berry, L. L. A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing,1985,49: 41-50
[62]Zeithaml, VA., Parasuraman, A., and Malhetra, A. Servce quality delivery through websites:A critical review of extant knowledge [J]. Academy of Marketing Science. Journal,2002,30(4):362-375
[63]Davis, F. D. Perceived usefulness, Perceived ease of use, and user acceptance of information technology. MIS Quarterly 1989,13(3):319-340
[64]Venkatesh, V., and Davis, F. D. A theoretical extension of the technology acceptance model four longitudinal field studies [J]. Management Science,2000,46(2):186-204
[65]Bhattancherjee, A. Acceptance of E-commerce services:The case of electronic Brokerages [J]. IEEE Transactions on Systems, Man, and Cinematic,2000,30(4): 411-420
[66]Bauer R. Consumer Behavior as Risk Taking [A].43rd National Conference of the American Marketing Association [C]. 1960:389-398
[67]Featherman, M. S., and Pavlou P. A. Predicting e-services adoption:A Perceived Risk facets Perspective [J]. Int J Human-Computer Studies,2003(59):451-474.
[68]Lu, J., Yu, C. S., Liu, C. Technology acceptance model for wireless internet [J]. Internet Research.2003,13(3):206-222
[69]Parasuraman, A., Zeithaml, V. A., and Berry, L. L. SERVQUAL:a multiple-item scale for measuring consumer perception of service quality [J], Journal of Retailing, 1988, (64):12-40
[70]Eastin, M. S. Diffusion of e-commerce:an analysis of the adoption of four e-commerce activities [J]. Telemetric and Informatics,2002(19):251-267