英国课程作业：关于网上购物的研究

英国课程作业：关于网上购物的研究


第一章 前言

 

1、研究背景

 

随着经济的发展，越来越越多消费者开始使用网上购物，这也是一种必然的趋势。消费者可以借助电子商务这个平台直接访问网站去搜索信息，购买产品或服务。此外，消费者的购买欲望主要取决于网站所展示的产品信息，如，产品的图片，质量信息，送货时间，以及价格等等。由于网上购物是无法触及和感受到真实产品的，所以网站和商家的信誉就显得尤为重要，这可能会左右消费者的购买选择。

 

由于互联网已经在几乎所有国家普及，它有效地促进了商业的发展，也打破了商业的传统限制。互联网不仅促进了电子通讯的发展，同时也催生了电子商务，为促进全球性市场的形成提供了良好的环境。另外，电子商务平台也展示了许多优势，例如，拓展信息域，发展和创新新科技，为产品和其他服务提供宣传，以及促进供应链各环节的彼此协作。然而，尽管互联网得到了发展，并成为一种重要的工具，但大部分人还不是很愿意使用它。

 

毫无争议的是，总体上消费者还是很少浏览这些商务网站，但是这个数量是在不断增加的。然而，实际上在电子商务网站购买产品的人数还是很少。根据Croner的研究，电子商务发展的障碍不在于技术而是在于消费者对它的态度。一些消费者仍然对网上购物缺乏信任感。Moseley 认为，电子商务要想成为一种可靠的市场平台，必须在消费者和互联网之间建立一种信任机制。未来，电子商务将会变得可信赖，并且也将不断改善消费者与网站之间的关系，同时也会提升网站的信誉，这会使得消费者对网站更有信心。

 

Chapter 1 Introduction

1. Research Background

With economics development, more and more customers are shopping online which is not incurable way. The customers can directly go to web site and search some information and purchase products or any services which is basic for e-commerce. Moreover, consumer-purchases are mostly based on information of product how it shows out, such as pictures of product, quality information, delivery time and price etc ( Park & Kim 2003, Kolesar and Galbraith 2000). As shopping online cannot tough or smell the products, therefore the web site and sellers' reputation are very important which might be affected the consumers purchase making decision (Park & Kim 2003, pp.16).

 

As internet has already linked to all of countries, it effectively advances the business development and there is no limited for them. Internet is not only advanced telecommunications, but also appearance of e-commerce has helped advance the environment which promotes the globalisation of markets throughout the world (Aljifri, et al 2003, pp.130). Moreover, e-commerce shows that lots of benefits, for example, expend the information area, development and innovation the new technologies, do some promotion for product sales and other services, and also cooperation between those in a supply chain (Aljifri, et al 2003, pp.130 & OECD, 1997). However, as it has grown and become an important tool for some, the most of people are still reluctant in indulging in this recent fact.

 

It is not argued that consumers are not browsing through e-commerce sites altogether, it shows that is increasing however the number of people that actually purchase from these e-commerce sites is low. According to Croner (2000), the biggest barrier to e-commerce growth is nor technology, but people's attitude towards it. Some consumers are still feeling online shopping is difficult to trust. According to Moseley (2000) e-commerce to be towards a viable market place and people should trust the internet. In the future, e-commerce will be dependant and also develop relationships between website and customers which can increase the creditable from website and more confidence from customers.

 

In a recent survey by Commerce Net, (2000), the top business to consumer barriers identified fro growth of e-commerce worldwide were security and encryption, trust and risk, user authentication and lack of public key infrastructure, and legal issues.

 

Global e-commerce, in its current embryonic state, cannot be overly regulated in order to promote innovation and growth. Yet measures need to be taken to implant trust between all parties in e-commerce. Atif (2002) recently proposed a system that utilizes a network based intermediaries designed to eliminate some of the transactional risks in conducting e-commerce transactions. He proposed the introduction of trust service providers (TSP) to act on behalf of all the parties involved in these transactions. Implementations of such systems will help to promote security within e-commerce transactions. Stories of criminal behavior in the e-commerce arena have created a stereotype for e-commerce that portrays the internet as an area of little governance and no true security. This stereotype has generated the lack of trust in electronic transactions and establishing trust highly depends on user perceptions.

 

The concept of trust in e-commerce has influenced many scholars from many different academic areas, which are elaborated later in the study. Previous research has concentrated on the adoption of e-commerce (Yaholm et al., 1993; Thomas., 1994; Cheskin Research, 1999; Beale, 1999; Periera, 1999; Siyal, 2000) all reveal consumers do not trust the existing security technologies and the general e-commerce set up. Studies also displayed that customers are worried about the delivery of their products ordered via the internet and about fraudulent e-merchants (Cheskin Research, 1999;Beale, 1999). At the same time consumers are becoming more mature, sophisticated and intelligent, are demanding higher levels of product information before making purchasing decisions (Periera, 1999).

 

Further research by Beale (1999) on e-commerce trust revealed that consumers are concerned about the privacy and protection of their personal information (including their credit card numbers, social insurance or security numbers and buying pattern history) when shopping online.

 

Previous research in to e-commerce trust aimed to identify trust, loyalty and likelihood of online purchase as the focal points of the investigation (Swaminathan et al, 1999; Jarvenpaa & Tractinsky, 1999; Jungwon et al, 1999). This study will also look into to these issues however at the same time it will attempt to provide further insight in to the factors that influence consumer trust online. This will involve examining the already proposed trust element of online vendors, from a consumer perspective, particularly focusing on the difference in purchasing demands between different ethnic origins.

 

1.2研究目标和问题—— Research objectives and questions

The study will compare online demand between white (European) and Asians, which is explained in more detail later in the study.

 

The study will aim to provide answers to the following research questions and objectives;

 

Highlight from a psychological, business and consumer behavior papers the principles of trust.

 

Examine the relative importance of trust in e-commerce.

 

Identify and examine factors that determine consumer's levels of trust towards the concept of e-commerce.

 

Investigate the concept of online trust under different categories of consumers, i.e. according to education, computer experience, ethnic origin etc.

 

Look in to vendor characteristics and reputation elements to explore how likely they are to inspire trust online.

 

1.3学术贡献—— Contribution of the study

1.4 研究框架——Research structure

This dissertation will be structured as below,

 

Chapter 2 – Literature review

 

Chapter 3 – Research methodology will be aimed towards an inductive approach, and will involve the following research processes:

 

Review the current theory and research findings on the concept of online trust.

 

Use existing theory and methodology in order to provide a method of investigation.

 

Collect data and investigate in to factors by analyzing and presenting the findings.

 

Use the research findings in order to improve or justify previous studies and provide further conclusions.

 

To acquire the perceptions and attitudes of consumers towards the concept of online trust the research used structured questionnaires. This was achieved through a street survey taking place in Sheffield. The theoretical framework created to investigate the factors and the selected methods of investigation, (i.e. questionnaire design and sampling method) are explained in great depth in chapter three. Chapter two has concentrated on the theoretical background associated to the research subject, looking in to the concept of trust, online trust and factors that influence trust. This chapter also highlights in greater detail the security and privacy issues related to consumers.#p#分页标题#e#

Chapter 4 – Data analysis and findings will present the findings which havebeen collected from the data sources, evaluate and discuss the findings in the context of this particular study. Data analysis of the research findings is found in chapter four, with constant reference to aspects related to the aims of the research

 

Chapter 5 – It includes a discussion of the results with relation to research objectives. The findings will identify key elements that online vendors may want to focus upon in order to inspire trust, therefore recommendations are provided in this chapter. It also includes summarized research findings and the research limitations are acknowledged.