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声誉、隐私协议及信用图章对隐私信任和行为意图的影响研究 被引量：15

The Impacts of Reputation,Privacy Policy and Privacy Seals on Online Users' Trust and Behavior Intention
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摘要 已有文献分别探讨了网站声誉、隐私协议和隐私信用图章对消费者信任的影响,但尚无研究综合考察此三个前因变量的作用,因此当各网站的声誉存在差异时,无法确定隐私协议和隐私信用图章在有效性上的优劣程度。为此,本文在Zucker的"信任建立"模型和"Pavlou"模型的基础上,提出了声誉,隐私协议和隐私信用图章影响隐私信任和信息披露意图的概念模型。实验室实验研究表明:三个前因变量对隐私信任和信息披露意图均具有正向影响;隐私信任对信息披露意图有正向影响;当处于竞争状态的网站的声誉均较低、均较高或者高、低不同时,隐私协议和隐私信用图章的作用存在差异,这说明网站应根据其声誉水平所处的相对位置采取措施。 The existing researches have covered the effect of reputation, privacy policy and privacy seals on trust in separately. However, so far, none of them has explained or anticipated the combined effects of the three factors, thus making it difficult to judge the validity of privacy policy and privacy seals given different reputations of real websites. To solve this problem, this paper, based on ＂ trust building＂ and ＂Pavlou＂ model, investigates the influences of website reputation, privacy policy and privacy seals on trust and information disclosure intention. The experimental results indicate that three factors have significant positive influence on trust and information disclosure and trust has positive effect on information disclosure. When the comparable websites have low, high or mixed reputation, the influences of privacy policy and privacy seals are diverse.
作者 杨姝 王刊良 王渊 李蒙翔
机构地区 西安交通大学管理学院
出处 《管理评论》 CSSCI 北大核心 2009年第3期48-57,共10页 Management Review
基金 国家自然科学基金重大项目资助 新兴电子商务参与者行为规律研究(70890080 70890081)
关键词 信任 隐私 声誉 隐私协议 隐私信用图章 行为意图 trust, privacy reputation privacy policy privacy seals behavior intention
分类号 TP309 [自动化与计算机技术—计算机系统结构]
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参考文献28

  • 1Milne, G.R., A.J. Rohm, and S. Bahl. Consumers Protection of Online Privacy and Identity[J]. Journal of Consumer Affairs, 2004, 38(2): 217-232.
  • 2Milne, G.R. and M.E. Boza. Trust and concern in consumers perceptions of marketing information management practices [J]. Journal of Interacive Marketing, 1999, 13(1): 5-24.
  • 3Anton, A.I. and J.B. Earp. A requirements taxonomy for reducing Web site privacy vulnerabilities[J]. Requirements Engineering, 2003, 19:169-185.
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  • 5Rifon, N.J., R. LaRose, and S.M. Choi. Your Privacy Is Sealed: Effects of Web Privacy Seals on Trust and Personal Disclosures[J]. Journal of Consumer Affairs, 2005, 39(2): 339-362.
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二级参考文献20

  • 1魏明侠.电子商务中信用图章经济功能分析[J].科技管理研究,2005,25(6):78-80. 被引量：7
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  • 5Parkinson T L. The Role of Seal and Certifications of Approval in Consumer Decision - making [J]. Journal of Consumer Affairs, 1975,6(9) : 1 - 14.
  • 6Beltramini R F, Stafford E R. Comprehension and perceived believability of seals of approval information in advertising[J].Journal of advertising, 1993,22(3) :3 - 33.
  • 7Xiaorui Hu, Zhangxi Lin, Han Zhang. Trust Promoting Seals in Electronic Markets: An Exploratory Study of Their Effectiveness for Online Sales Promotion [DB/CD]. Http://www.HaworthPress. com, 2001.
  • 8De Figueiredo J. Finding Sustainable Profitability in Electronic Commerce[J]. Sloan Management Review, 2000, (Summer) :41- 52.
  • 9Hoffman D L,Novak T P,Peralta M. Building consumer trust online [ J ]. Communications of the ACM, 1999, 42(4) :80 - 85.
  • 10Lee M K O,Turban E. A Trust Model for Consumer Internet Shopping [ J ]. International Journal of Electronic Commerce,2001,6(1) :75 - 91.

共引文献46

同被引文献321

引证文献15

二级引证文献194

管理评论
2009年 第3期

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