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TResearchontheDeterminantsofPurchasingIntentioninOnlineShopping——FromthePerspectiveofTrustandPerceivedRiskMaterialSource:ChalmersUniversityofTechnologyAuthor:OlaHultkrantzInonlineshopping，consumerscannotobtaincomprehensiveproductsinformationbyseeingandtouching.Andtheymayevenworryaboutthetransactionsecurity.Onlineshoppingoffersatransactionsituationwithdistrustfulfactorsandhighperceivedrisks.Soinadditiontoprovidingcheappricesandcontinentpurchasingservices，itismoreimportantforonlinestorestomeetconsumers’psychologicalrequirementofsecurity.Thisarticleproposesapurchasingintentioninfluencemodelbasedontrustandperceivedrisktheories，andpresentsthedevelopmentandvalidationofscalesofmodelvariances.Empiricalresearchisconductedbasedoninterviewandquestionnairesurvey.SEManalysisisusedtoexploretheinfluencesofonlinestores’brandimage，salesmanagement，services，technologysecurity，andconsumers’dispositiontotrustonconsumers’trustandperceivedrisk，aswellastheireffectsonpurchasingintention.Finally，thearticleputsforwardacreditenhancementframeworkinvolvingeffortsfromgovernment，industryassociation，enterprises，thethird-partypayment，andconsumers，andalsoproposessuggestionsforthemanagementpractice.Theglobalfinancialcrisisin2008,thousandsofEuropeanandAmericancountriesinretailstoresclosedtheirdoors,manyexportenterprisesinChinaandtraditionalretailbusinessesfacethesamewinter.ChinatoTaobao,representedsubstantialgrowthinonlineretailbusinesshasbecomethemostimportantoutsidethetraditionalretailtradeinthesupplementaryform.Previousresearchshowedthatscholars,notactualcontactwiththeproductsandbusinesses,thelackofcontrol,theconsumere-commercetransactionsandperceivedriskthantraditionaltransactions,perceivedriskismuchgreater.AccordingtoIResearch's"DevelopmentReport2007-2008,onlineshoppinginChina,"showsthatmorethan60%oftherespondentsbelievethatthesafetyofonlineshoppingandonlineconsumerproductqualityproblemsthathavehinderedthemainreasonforonlineshopping,andthesetwopointscanbeSummarizedasalackoftrustofconsumersforn