電子商務信任之彙總研究

隨著網際網路的蓬勃發展，電子商務也因而成為網際網路的運用中最有發展潛力的其中之一。然而電子商務交易過程中資訊的不安全，以及交易過程中交貨與付款的不同時所造成的風險，再加上買賣雙方可能發生的非理性行為使得交易的結果無法預期；這種種的因素形成了顧客對於電子商務的疑慮以及抵抗行為。而信任正是解決這些問題的最佳途徑。本研究著重在於經由分析研究過去電子商務上信任的研究，配合學者對於信任的定義以及所引用理論方法的不同，透過對信任的原因以及量測的方法加以分類整理，試著找出初始信任以及整體信任，在信任前因上的差異。最後，希望能夠找出未來電子商務信任研究的可能走向。

關鍵字

信任；電子商務

並列摘要

Following the phenomenal growth of Internet, e-commerce becomes one of the most potential developing applications on Internet. However, the lack of security when transaction proceed in e-commerce, the risk that customer perceive while exchanging goods and money not involve simultaneously, and the unable to except the outcome due to the possible unreasonable behaviors of buyer and seller. These preambles bring about the misgiving and refusing to adopt e-commerce. When facing that, trust is the best solution for solving these problems. This study focuses on the analysis of previous papers which studies on trust in e-commerce. We arrange the adopted theories and examined trust antecedents of previous studies. Try to find out the difference between initial trust and overall trust on trust antecedents. At last, try to make this study possible to find out a possible direction for future research.

並列關鍵字

Trust ； E-commerce

參考文獻

2. Atif, Y. “Building trust in e-commerce.” IEEE internet computing (6, 1), 2002, pp. 18-25.

3. Baier, A. “Trust and Antitrust,” Ethics (96), 1986, pp. 231-260.

5. Bhattacherjee, A., “Individual trust in online firms: scale development and initial trust.” Journal of Management Information Systems (19:1), 2002, pp. 213–243.

6. Blau, P. “Exchange and Power in Social Life.” Wiley, 1964,

7. Chellappa, R.K., “The role of perceived privacy and perceived security in the development of trust in electronic commerce transactions.” Submitted to the Special Issue of ISR on ‘‘Electronic Commerce Metrics’’. 2001

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電子商務信任之彙總研究

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