2015年--網(wǎng)上購物外文翻譯--消費者對網(wǎng)上購物的態(tài)度（節(jié)選）

1、<p>　　4500漢字，2800單詞，15800英文字符</p><p>　　出處：Aldebei M M, Akroush M N, Ashouri M I. Consumer attitudes towards online shopping[J]. Internet Research, 2015, 25(5):707-733.</p><p>　　Consumer att

2、itudes towards online shopping</p><p>　　MM Aldebei，MN Akroush，MI Ashouri</p><p><b>　　Abstract</b></p><p>　　Purpose – The purpose of this paper is to examine consumer att

3、itudes toward online shopping in Jordan. The paper introduces an integrated model which includes trust, perceived benefits, perceived web quality, and electronic word of mouth (eWOM) along with their relationships in ord

4、er to examine their effects on consumer attitudes toward online shopping.</p><p>　　Design/methodology/approach – A structured and self-administered online survey was employed targeting online shoppers of a r

5、eputable online retailer in Jordan; i.e. MarkaVIP. A sample of 273 online shoppers was involved in the online survey. A series of exploratory and confirmatory factor analyses were used to assess the research constructs,

6、unidimensionality, validity, and composite reliability. Structural path model analysis was also used to test the hypothesized relationships of the research </p><p>　　Findings – The empirical findings of this

7、 study indicate that consumer attitudes toward online shopping is determined by trust and perceived benefits. Trust is a product of perceived web quality and eWOM and that the latter is a function of perceived web qualit

8、y. Hence, trust and perceived benefits are key predictors of consumer attitudes toward online shopping, according to the results. Further, the authors also found that higher levels of perceived web quality lead to higher

9、 levels of trust in</p><p>　　Research limitations/implications – The research sample included only early adopters who are usually described as personal innovators and risk takers. Future research is encourag

10、ed to focus on other groups such as non-adopters to understand their online shopping attitudes. Another limitation is derived from the geographical context of the current study; that is Jordan. The findings are not neces

11、sarily applicable to other Arab countries and the rest of the world. Therefore, replications of the cu</p><p>　　Practical implications – The paper supports the importance of trust and perceived benefits as k

12、ey drivers of attitudes toward online shopping in emerging markets like Jordan. It further underlines the importance of perceived web quality contribution to perceived benefits and trust as well as the key role of the la

13、ter in forming online shoppers’ attitudes. Online retailers’ executives and managers can benefit from such findings for future e-marketing strategies and acquire new customers to achiev</p><p>　　Originality/

14、value – This paper is one of the very few attempts that examined attitudes toward online shopping in the Arab world. Importantly, it revealed the drivers of online shoppers’ attitudes in Jordan. National and internationa

15、l online retailers planning to expand their operations to Jordan or to the Middle East Region have now valuable empirical evidence concerning the determinants of online shopping attitudes and online shoppers’ behavior in

16、 Jordan upon which e-marketing strategies can be</p><p>　　Keywords Jordan, Perceived benefits, Web site quality, Trust, Online shopping, Online attitudes </p><p>　　Paper type Research paper</

17、p><p>　　Introduction</p><p>　　According to Internet World Stats (2014), the number of people using the internet upto 2012 exceeds 2.41 billion. This number represents about 34.3 percent of the tota

18、l population of the world. In Jordan, the number of internet users has also risen exponentially. In fact, internet penetration rate in Jordan has risen from 13.7 percent in 2006 to 67 percent in 2012 (TRC, 2014). This wi

19、de spread of internet technologies along with their advancements not only has a revolutionary impact on people’s </p><p>　　This study examines attitudes of consumers toward online shopping within the context

20、 of Jordan as an example from developing countries in the Arab world. Current online shoppers in Jordan can be considered as early adopters. We believe that examining attitudes of early adopters is highly important at th

21、is stage given that attitude in this context plays a significant role in their repurchase decisions and also significantly affects the adoption intention of other consumers based on the informatio</p><p>　　F

22、rom the perspective of consumers and in comparison with traditional shopping, online shopping has its own advantages and benefits (Kim et al., 2008; Liu et al., 2012). First, online shopping enables consumers to purchase

23、 products and services at any point of time and wherever they are located. Second, online shopping allows consumers to save money, effort, and time when purchasing products. For example, comparisons among online retailer

24、s in terms of prices for a certain product can be done easi</p><p>　　Further, online shopping enables consumers to purchase products directly from online stores. Therefore, the experience of a consumer withi

25、n an online store represents his/her actual experience in this environment. Accordingly, we postulate that consumers’ attitudes toward online shopping would be greatly affected by the design and appearance of the online

26、retailer web site. The higher the quality of the web site of an online retailer, the more positive attitudes of consumers are toward that onli</p><p>　　This study provides empirical validation about the ante

27、cedents of consumer attitudes toward online shopping. We investigate how web site quality in terms of interactivity, usability, and information search capabilities affects perceived benefits, electronic word of mouth (eW

28、OM), trust, and attitude. We also examine how eWOM affects trust and how the latter affects attitude. We also identify the impact of perceived benefits on attitude. Finally, we explore the mediating role that eWOM plays

29、betwe</p><p>　　The rest of this paper is structured as follows. Next, a review of relevant literature and the developed study model are presented. Thereafter, we discuss the research methodology in terms of

30、research population and sample, measurement items, questionnaire design and administration, data collection procedures, validity and reliability of the constructs, and finally the structural model and hypotheses testing

31、procedures. The study results are then reported followed by their discussion and implica</p><p>　　Literature review and study model</p><p>　　The main aim of this study is to predict attitudes of

32、 Jordanian internet users toward online shopping. As highlighted earlier, the phenomenon of online shopping is still emerging in Jordan and thus measuring attitude at this stage is deemed important given that attitude is

33、 a major predictor of behavioral adoption intention according to the theory of reasoned action (TRA) and the theory of planned behavior (TPB) (Ajzen and Fishbein, 1980; Ajzen, 1985, 1991). Attitude is defined as a person

34、’s over</p><p>　　According to the TPB, behavioral beliefs which refer to the inner beliefs of an individual about the consequences of performing a certain action do influence attitudes toward the actual beha

35、vior (Ajzen, 1991). Those beliefs differ from an individual to another based on their backgrounds such as their personal pervious experiences, personality traits, and characteristics, in addition to their personal mental

36、ities (Al-Lozi, 2011). Based on the conducted review of relevant literature, the study mod</p><p>　　Perceived web quality</p><p>　　Perceived web quality refers to the quality and overall perform

37、ance of an online shopping web site, and it is a measure of the extent to which the web site design and processes are simple, smooth, reliable, and effective. Indeed, an online shopping web site can be referred to as an

38、information system given that such a web site is a system that is developed using Web technologies to manage online shopping information and processes. Petter et al. (2008) defined system quality as the desirable char<

39、;/p><p>　　Previous studies have shown that the higher the perception of a consumer about the quality of an online shopping web site, the higher is his/her perceptions about the benefits that can be gratified by

40、 using the web site (Liao et al., 2006; Bai et al., 2008; Al-Maghrabi and Dennis, 2011). Actually, we postulate that consumers’ perceptions of online shopping benefits in terms of convenience, cost reduction, and time sa

41、ving increase when first, the web site is easy to be navigated and searched, sec</p><p>　　H1. Higher perceptions of an online shopping web site quality will result in higher perceptions of benefits.</p>

42、;<p>　　We also postulate that web site quality significantly affects eWOM. The idea is that when consumers perceive the quality of an online shopping web site to be high in terms of design, navigation, and search

43、facilities, they would be more encouraged to post positive eWOM comments. In the context of e-commerce, previous studies have shown that web site quality is positively related to eWOM (O’Cass and Carlson, 2012). Hence, w

44、e hypothesize:</p><p>　　H2. Higher perceptions of an online shopping web site quality will result in more positive eWOM.</p><p>　　Moreover, we assume that if an online retailer enjoys a h

45、igh-quality web site, the perceived trust associated with purchasing products from that online retailer will be also high. Indeed, prior research has highlighted the importance of perceived web quality in explainin

46、g some of the variance in the construct of a consumer trust (McKnight et al., 2002; Wen, 2009; Al-Maghrabi et al., 2011). In addition, Hsiao et al. (2010) found that the construct of perceived web quality, among<

47、/p><p>　　H3. Higher perceptions of an online shopping web site quality will result in higher perceptions of trust.</p><p>　　In this study, it is also postulated that perceived web quality positivel

48、y and significantly affects attitudes. We assume that if an online shopping web site compromises high usability and interactivity elements, consumers would have more positive and favorable attitudes toward the web site.

49、Indeed, prior research has emphasized the importance of perceived web quality in explaining attitude Therefore, we hypothesize:</p><p>　　H4. Higher perceptions of an online shopping web site quality will res

50、ult in more positive and favorable attitudes.</p><p>　　Hennig-Thurau et al. (2004) defined eWOM as “any positive or negative statement made by potential, actual, or former customers about a product or compan

51、y which is made available to multitude of the people and institutes via the Internet.” According to previous studies, eWOM communication plays a significant role in forming and influencing internet users’ attitudes, and

52、behavioral intentions (Cheung et al., 2008; Jalilvand and Samiei, 2012). In fact, eWOM communication has emerged as a result of </p><p>　　消費者對網(wǎng)上購物的態(tài)度</p><p><b>　　摘要</b></p>&l

53、t;p>　　目的---本文的目的是研究約旦消費者對網(wǎng)上購物的態(tài)度。本文介紹了一種集成模型包括信任、感知利益、感知網(wǎng)絡(luò)質(zhì)量和網(wǎng)絡(luò)口碑（eWOM）以及它們之間的關(guān)系，用于研究對消費者網(wǎng)上購物的態(tài)度的影響。</p><p>　　研究方式方法---針對在約旦的著名在線零售商MarkaVIP上購物的消費者展開一個結(jié)構(gòu)化的和自我管理的在線調(diào)查。在線調(diào)查包括273個網(wǎng)上購物者。為了分析評估研究的結(jié)構(gòu)，單維性，有效性和綜合

54、可靠性，我們使用一系列探索性和驗證性的因子。通過結(jié)構(gòu)路徑模型分析來測試的研究模型的假設(shè)關(guān)系。</p><p>　　結(jié)果---這項研究的實際結(jié)果表明，消費者對網(wǎng)上購物的態(tài)度決定于信任度和感知利益。信任感知網(wǎng)絡(luò)質(zhì)量和網(wǎng)絡(luò)口碑的結(jié)果，后者是感知網(wǎng)絡(luò)質(zhì)量的一個功能。因此，根據(jù)結(jié)果來看，信任和感知利益是消費者對網(wǎng)上購物的態(tài)度預(yù)測的關(guān)鍵。此外，作者還發(fā)現(xiàn)，對于一個在線購物網(wǎng)站，高層次的感知網(wǎng)絡(luò)質(zhì)量導(dǎo)致更高層次的信任。感知網(wǎng)絡(luò)

55、質(zhì)量是信任的一個直接預(yù)測因素，前者對感知利益有著積極和顯著的影響。此外，作者發(fā)現(xiàn)，百分之二十八對于網(wǎng)上購物態(tài)度的變化是由感知利益和信任引起的。</p><p>　　研究限制和影響---研究樣本只包括通常被稱為獨立創(chuàng)新者和冒險者的早期采用者。未來的研究重點將放在其他群體，如非采用者，以了解他們對網(wǎng)上購物的態(tài)度。另一個限制是來自目前研究的地理背景。調(diào)查結(jié)果并不一定適用于其他阿拉伯國家和世界其他地區(qū)。因此，對于在不同的

56、國家而言，重復(fù)目前的研究會進一步驗證結(jié)果。此外，研究是橫向的，這并不表明消費者的態(tài)度可能會隨時間而變化。作者鼓勵未來的研究采用縱向設(shè)計，以了解消費者隨著時間的推移對網(wǎng)上購物的態(tài)度。最后，本研究僅研究了一個案例，因此研究結(jié)果不能推廣到其他網(wǎng)上購物網(wǎng)站。懇切希望以后能夠繼續(xù)研究以檢驗消費者對約旦國內(nèi)外其他網(wǎng)上購物網(wǎng)站的態(tài)度。</p><p>　　實際意義---該論文認(rèn)為信任和感知利益是對在約旦新興市場網(wǎng)上購物的關(guān)鍵驅(qū)

57、動力。它進一步強調(diào)感知網(wǎng)絡(luò)質(zhì)量對感知利益的重要性，就像后者在形成網(wǎng)絡(luò)消費者的態(tài)度方面所起的關(guān)鍵作用。在線零售商的高管和經(jīng)理們可以利用這些研究結(jié)果來制定今后的網(wǎng)絡(luò)營銷策略和獲得新客戶，實現(xiàn)長期的績效目標(biāo)。</p><p>　　原創(chuàng)性\價值---本文是一個非常少的研究在阿拉伯世界中對于網(wǎng)上購物的態(tài)度的嘗試。重要的是，它揭示了在約旦的網(wǎng)上購物者的態(tài)度的驅(qū)動力。國內(nèi)和國際在線零售商計劃擴大他們的規(guī)模到約旦或中東地區(qū)，這一

58、舉動為研究對于網(wǎng)上購物態(tài)度的決定性因素以及約旦在線消費者的行為提供了很有價值的證據(jù)，據(jù)此可以制定和實施其網(wǎng)絡(luò)營銷策略和實施。</p><p>　　關(guān)鍵詞：約旦，感知利益，網(wǎng)頁質(zhì)量，信任，網(wǎng)上購物，在線態(tài)度</p><p>　　論文類型：研究性論文</p><p><b>　　導(dǎo)言</b></p><p>　　根據(jù)《互聯(lián)網(wǎng)

59、世界》統(tǒng)計，2014年使用互聯(lián)網(wǎng)的人數(shù)超過24億1000萬。這個數(shù)字代表了世界人口總數(shù)的34.3%。在約旦，互聯(lián)網(wǎng)用戶的數(shù)量也成倍增長。事實上，在約旦的互聯(lián)網(wǎng)普及率已從2006的67%上升了13.7%。互聯(lián)網(wǎng)技術(shù)的廣泛應(yīng)用，不僅對人們的生活產(chǎn)生了革命性的影響，而且對企業(yè)經(jīng)營的影響也很明顯?，F(xiàn)在很明顯，互聯(lián)網(wǎng)和它的相關(guān)技術(shù)導(dǎo)致了新的和不同的業(yè)務(wù)，使得購物更加豐富和便捷。特別是在零售領(lǐng)域，網(wǎng)上消費以及網(wǎng)上購物網(wǎng)站數(shù)量顯著增加（巴斯克斯和徐，

60、2009）。盡管在約旦和中東地區(qū)，網(wǎng)上購物的現(xiàn)象仍處于起步階段，在這一地區(qū)的消費者現(xiàn)在可以從不同的地方和區(qū)域的購物網(wǎng)站如markavip，sukar，khazanti，hadayavip及其他網(wǎng)站上進行網(wǎng)上購物。</p><p>　　本研究在約旦的背景下探討消費者的態(tài)度，作為阿拉伯世界的發(fā)展中國家的一個例子。在約旦目前的在線購物者可以被視為早期試用者。我們認(rèn)為，在這一階段，在這方面的態(tài)度，在他們的再次購買決定中起

61、著重要的作用，并顯著影響其他消費者的信息和意見，在這一階段的研究態(tài)度起著非常重要的作用。而對于早期試用者的創(chuàng)新嘗試主要是出于他們的好奇心和個人創(chuàng)新性，其他消費者是否嘗試主要受其他不重要的人的影響。</p><p>　　從消費者的角度看，與傳統(tǒng)購物相比，網(wǎng)上購物有其自身的優(yōu)勢和好處。首先，網(wǎng)上購物，使消費者可以在任何時間任何地點購買產(chǎn)品和服務(wù)。其次，網(wǎng)上購物可以讓消費者節(jié)省金錢、努力和購買產(chǎn)品的時間。例如，對于一個

62、特定的商品，消費者可以對不同的在線零售商之間的價格進行有效的對比，這使得網(wǎng)上購物更容易。第三，在線購物為消費者提供搜索和收集更多信息的能力，這具有較高的透明度和方便性。我們假設(shè)這些好處將對消費者的網(wǎng)上購物的態(tài)度有一個顯著的和正面的影響。但另一方面，網(wǎng)上購物也有其自身的缺點，例如，消費者不能觸摸或聞到物品的氣味。</p><p>　　此外，網(wǎng)上購物使消費者直接從網(wǎng)上商店購買產(chǎn)品。因此，在這種環(huán)境中，在一個網(wǎng)上商店的

63、消費者的經(jīng)驗是他/她的實際經(jīng)驗。因此，我們假設(shè)消費者的態(tài)度受到網(wǎng)上零售商網(wǎng)站的設(shè)計和外觀的影響較大。在線零售商的網(wǎng)站質(zhì)量越高，消費者對網(wǎng)絡(luò)零售商的態(tài)度越積極。盡管網(wǎng)站自身的質(zhì)量非常重要，但是其后果也是至關(guān)重要的。通常情況下，如果其外觀比較有吸引力、信息質(zhì)量較高并且其信息搜索功能是簡單和強大，消費者對于在線零售商以及其產(chǎn)品更傾向于寫正面的評論。此外，較高的網(wǎng)站質(zhì)量通常會具有更高的信任感。這一點在這樣的背景下是非常重要的，因為雖然建立信任是

64、一個非常具有挑戰(zhàn)性的過程，但對于像約旦這樣的發(fā)展中國家的消費者態(tài)度的形成方面是非常重要的，因為在這里大多數(shù)消費者都竭力避免風(fēng)險。</p><p>　　這項研究就消費者對網(wǎng)上購物態(tài)度的影響因素提供了實證驗證。我們研究了網(wǎng)站質(zhì)量的互動性，可用性和信息的搜索能力如何影響感知利益，電子口碑（網(wǎng)絡(luò)口碑），信任和態(tài)度。我們還驗證了網(wǎng)絡(luò)口碑如何影響信任以及后者如何影響態(tài)度。我們還確定了感知利益對態(tài)度的影響。最后，我們探討了網(wǎng)絡(luò)

65、口碑在感知的網(wǎng)絡(luò)質(zhì)量和信任中的中介作用以及新人在感知網(wǎng)站質(zhì)量和態(tài)度之間的中介作用。</p><p>　　本文其余部分的結(jié)構(gòu)如下。接下來，回顧相關(guān)文獻和發(fā)展研究模型。此后，我們根據(jù)研究對象和樣本，測量項目，問卷設(shè)計和管理，有效性和可靠性的結(jié)構(gòu)，數(shù)據(jù)采集程序，結(jié)構(gòu)模型和假設(shè)檢驗程序討論研究方法。研究結(jié)果，討論和理論和實踐的影響之后是研究結(jié)果。最后，提出了結(jié)論和限制條件，并提供未來的研究途徑。</p>&

66、lt;p><b>　　文獻回顧與研究模型</b></p><p>　　本研究的主要目的是預(yù)測約旦網(wǎng)民對網(wǎng)上購物態(tài)度。正如早些時候，網(wǎng)上購物的現(xiàn)象才剛剛出現(xiàn)在約旦，在這一階段對態(tài)度進行衡量被認(rèn)為是重要的，因為根據(jù)理性行為理論（TRA）和計劃行為理論（TPB），態(tài)度是行為采納意向的主要預(yù)測因子。態(tài)度被定義為一個人對一個概念的整體評價。態(tài)度可以分為2種類型：對對象的態(tài)度和對行為的態(tài)度。這項研

67、究是關(guān)于約旦消費者網(wǎng)上購物態(tài)度的衡量，對行為的態(tài)度就是與本文研究背景相關(guān)的。對行為的態(tài)度是指一個人對行為有一個有利的或不利的評價或評價的程度。換句話說，對行為的態(tài)度可以被稱為作為一個人對相關(guān)行為的正面或負面的評價，是由一個人對于行為感知后果的看法組成。這些定義清楚地突出了態(tài)度的情感性。</p><p>　　根據(jù)計劃行為理論，行為信念是指一個人關(guān)于執(zhí)行某一行動的后果的內(nèi)在信念，這影響對于實際行為的態(tài)度。除了個人的心

68、態(tài)之外，由于個人以往的經(jīng)驗、人格特質(zhì)和特點，對于不同的人來說那些信仰可能有所不同（盧齊，2011）。在對相關(guān)文獻進行回顧的基礎(chǔ)上，構(gòu)建了研究模型，并對其關(guān)系進行了界定（參見圖1）。本研究認(rèn)為，約旦消費者對網(wǎng)上購物的態(tài)度主要受個人心理及技術(shù)特點的影響。因此，本研究假設(shè)三大行為信念影響約旦消費者網(wǎng)上購物態(tài)度，這三大行為信念為感知利益（即個人），感知信任（即心理），和感知的網(wǎng)站質(zhì)量（即技術(shù)）。本研究假設(shè)，感知信任是感知的網(wǎng)站質(zhì)量和網(wǎng)絡(luò)口碑的直

69、接作用。在這項研究中，人們還認(rèn)為感知網(wǎng)站質(zhì)量直接影響感知利益和口碑。在下面的小節(jié)中，我們提供了一個關(guān)于確定對網(wǎng)上購物的態(tài)度以及他們的前因因素的綜合文獻回顧。我們也利用相關(guān)文獻來發(fā)展和支持這項研究的假設(shè)。</p><p><b>　　感知網(wǎng)站質(zhì)量</b></p><p>　　感知網(wǎng)絡(luò)質(zhì)量是指一個在線購物網(wǎng)站的質(zhì)量和整體性能，它是一個網(wǎng)站設(shè)計和處理過程簡單、流暢、可靠、有

70、效程度的度量。事實上，一個網(wǎng)上購物網(wǎng)站可以被稱為一個信息系統(tǒng)，因為這樣的網(wǎng)站是一個利用網(wǎng)絡(luò)技術(shù)來管理網(wǎng)上購物信息和流程的系統(tǒng)。彼特（2008）等人將系統(tǒng)質(zhì)量定義為信息系統(tǒng)的理想特性。將這一定義應(yīng)用到這項研究的背景下，感知網(wǎng)站質(zhì)量可以被定義為一個在線購物網(wǎng)站的理想特征，就像網(wǎng)上購物者所認(rèn)知的那樣。同樣，蕭等人（2010）定義感知網(wǎng)站質(zhì)量為消費者認(rèn)為該網(wǎng)站的功能和特點符合其需要和要求的程度。在這項研究中，感知網(wǎng)站質(zhì)量反映了一個在線購物網(wǎng)站的

71、功能和搜索工具。網(wǎng)站功能包括可用性和交互性元素，因此通常是指導(dǎo)航、響應(yīng)、交互性和易用性。在網(wǎng)上購物的背景下，網(wǎng)站功能的元素，可以通過檢查瀏覽，訂購和信息定位網(wǎng)站的特點以及活動和過程完成的速度進行測量。另一方面，搜索工具是指收集關(guān)于價格，性能，屬性的數(shù)據(jù)和信息的過程中的簡單，速度和有效性。</p><p>　　以前的研究已經(jīng)表明，消費者對網(wǎng)上購物網(wǎng)站的質(zhì)量較高的感知能力，更高的是他/她可以滿足使用網(wǎng)站的好處的感知能

72、力。事實上，我們認(rèn)為，消費者對網(wǎng)上購物的感知得益于便利性，低成本，節(jié)省時間，首先，網(wǎng)站易于導(dǎo)航和搜索，第二，信息產(chǎn)品和服務(wù)可以很容易和迅速的定位，第三，網(wǎng)頁可以迅速加載，和第四，訂購流程方便、安全。因此，我們假設(shè)：</p><p>　　假設(shè)一：高水平的購物網(wǎng)站質(zhì)量的感知將導(dǎo)致高水平的收益。</p><p>　　我們還假設(shè)，網(wǎng)站質(zhì)量會顯著影響網(wǎng)絡(luò)口碑。當(dāng)消費者根據(jù)設(shè)計導(dǎo)航和搜索工具來感知購物

73、網(wǎng)站的質(zhì)量時，他們會更傾向于正面網(wǎng)絡(luò)評論。在電子商務(wù)的背景下，以往的研究表明，網(wǎng)站的質(zhì)量與網(wǎng)絡(luò)口碑呈正相關(guān)。因此，我們假設(shè)：</p><p>　　假設(shè)二：高水平購物網(wǎng)站的質(zhì)量將導(dǎo)致更多的正面網(wǎng)絡(luò)評論。</p><p>　　此外，我們假設(shè)，如果一個在線零售商有一個高品質(zhì)的網(wǎng)站，從網(wǎng)上零售商購買的產(chǎn)品的感知信任度也很高。事實上，以前的研究在解釋一些消費者信任的構(gòu)建的差異性時已經(jīng)強調(diào)了感知網(wǎng)站質(zhì)

74、量的重要性。此外，蕭（2010）等人發(fā)現(xiàn)，在三種結(jié)構(gòu)中，感知網(wǎng)站質(zhì)量的結(jié)構(gòu)對消費者信任的網(wǎng)絡(luò)購物有最深的影響。因此，我們假設(shè)：</p><p>　　假設(shè)三：高水平的購物網(wǎng)站質(zhì)量將導(dǎo)致更高的信任度。</p><p>　　在這項研究中，我們假設(shè)感知網(wǎng)站質(zhì)量對態(tài)度有著積極和顯著影響。我們假設(shè)，如果一個在線購物網(wǎng)站有著很高可用性和交互性元素，消費者將有更多的對網(wǎng)站正面和良好的態(tài)度。事實上，以前的研

75、究已經(jīng)強調(diào)感知網(wǎng)站質(zhì)量的重要性因此，我們假設(shè)：</p><p>　　假設(shè)四：高水平的購物網(wǎng)站質(zhì)量會贏得積極和良好的態(tài)度。</p><p>　　海寧定義網(wǎng)絡(luò)口碑的潛力，“實際做任何正面或負面的語句，或以前的客戶對產(chǎn)品或公司，是提供給人民群眾和機構(gòu)通過互聯(lián)網(wǎng)?！备鶕?jù)以往的研究，網(wǎng)絡(luò)口碑傳播的形成和影響網(wǎng)民的態(tài)度起著重要的作用，與行為意圖。事實上，網(wǎng)絡(luò)口碑傳播已經(jīng)出現(xiàn)由于消費者利用互聯(lián)網(wǎng)查找相關(guān)

76、信息的增多，由于互聯(lián)網(wǎng)技術(shù)的快速發(fā)展，在最近的。以前的研究表明，在線意見和建議被認(rèn)為是可信的和可信的互聯(lián)網(wǎng)用戶，并認(rèn)為互聯(lián)網(wǎng)用戶更容易相信由其他購物者提供的信息比公司提供的信息。對于網(wǎng)上購物者，看來，這樣的網(wǎng)上意見和建議是重要的手段，網(wǎng)上購物者可以尋求新的信息，如產(chǎn)品/服務(wù)的信息和服務(wù)質(zhì)量的細節(jié)。因此，這種類型的溝通是有很大的說服力，對互聯(lián)網(wǎng)用戶的影響。因此，我們認(rèn)為，在線意見和建議可以有效地減少互聯(lián)網(wǎng)用戶在購買產(chǎn)品或服務(wù)時確認(rèn)的風(fēng)險和