Paper Infomation
An Empirical Study of e-Commerce Platform Website Guarantee Mechanism
Full Text(PDF, 134KB)
Author: Yin-YIh Chang, Shyue-Ping Chi, Yu-Ting Lin, Tsung-Yung Tsay
Abstract: In an online shopping environment, since consumer has no real physical contact with the product, it is very likely that they may have doubt about the product’s information or quality. Therefore, the e-commerce website has provided may measures to boost consumer’s faith and encourage the consumption. This research focus on the e-commerce site’s various guarantee methods (such as: Past Transactions, Seller Certification, National Integrity and Legal Structure) and analyze its effectiveness to gain trust from customers and increase their willingness of consumption. This Research gets 2 results such as: 1). The research shows that the effect of past transactions and seller certification are positively significant to buyer trust capability and leads a positive effect on purchase intention. A consumer will often looks for outside factors such as “Guarantee of Contract”, “Seller’s Rated” and “Third Party Certificate” to help them make decisions; 2). The result shows that the legal structure and national integrity are not positively significant to buyer trust capability. But buyer does knowledge the value of national integrity and agrees that the enforcement of e-commerce law and the existence of internet legal force are indispensable in today’s environment.
This Research get 3 results such as: 1. The research shows that the effect of past transactions and seller certification are positively significant to buyer trust capability and leads a positive effect on purchase intention. A consumer will often looks for outside factors such as “Guarantee of Contract”, “Seller’s Rated” and “Third Party Certificate” to help them make decisions. 2. The result shows that the legal structure and national integrity are not positively significant to buyer trust capability. But buyer do knowledge the value of national integrity and agrees that the enforcement of e-commerce law and the existence of internet legal force are indispensable in today’s environment. 3.About the buyer's concerned guarantee, the fist is the “Seller’s guarantee to honor the contract” (in terms of product quality, timely delivery, product warranty, after-sale service etc.), the second is the “Abiding to Fair Trade and Consumer Protection Act and provide trail period to buyer”, the third is “Even without constant supervision, sellers are prone to do the right thing”, and the forth is “The availability of national internet legal force to assist and protect buyers”.
Keywords: Electronic Commerce (EC), Assurance Mechanism, Seller Certification
References:
[1] 何靖遠, 線上消費者平台再購行為的 RFM 預測模型-以 Yahoo! 奇摩拍賣女裝為例, Journal of Data Analysis, 2014, 9(1), 1-23
[2] 祝道松, 制度型信任機制與知覺風險影響網路消費者購物意圖之研究-以 Yahoo! 奇摩購物為例, 電子商務學報, 9(2), 2007, 291-320
[3] 吳亞馨, 網路購物信任與科技接受模式之實證研究, 資訊管理學報, 15(1), 2008, 123-152
[4] 洪詩婷, 網路購物中消費者信任與承諾對再購意圖影響之研究, 臺北大學企業管理學系學位論文, 2009, 1-92
[5] 張東生, 王道行, 網路購物電子履約過程的消費者偏好分析, Electronic Commerce Studies, 4(3), 2006, 345-370
[6] 鄞國鏈, 第三方保證標章對網路消費者行為意圖之影響, 國立中央大學資訊管理研究所碩士論文, 2004
[7] Chong, B., Yang, Z. & Wong, M. Asymmetrical impact of trustworthiness attributes on trust, perceived value and purchase intention: a conceptual framework for cross-cultural study on consumer perception of online auction. Proceedings of the 5th international conference on Electronic commerce, 2003, 213-219
[8] Cronin, J.J., Brady, M. K., & Hult, G.T.M. Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments[J]. Journal of Retailing, 2000, 76(2): 193-216
[9] Dayal, S., Landesberg, H., &Zeisser, M. How to Build Trust Online[J]. Journal of Marketing Management, 1999, 64-69
[10] Dodds, W. B., Monroe, K. B., & Grewal, D. Effects of price, brand, and store information on buyers' product evaluations[J]. Journal of marketing research, 1991, 307-319
[11] Everard, A., &Galletta, D. F.How presentation flaws affect perceived site quality, trust, and intention to purchase from an online store[J]. Journal of Management Information Systems, 2006, 22(3): 56-95
[12] Fishbein M., Ajzen, I. Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research Reading[M]. MA: Addison-Wesley, 1975
[13] Gefen, D., E-commerce: the role of familiarity and trust, Omega, 2000, 28(6): 725-737
[14] Jarvenpaa, S. L., & Tractinsky, N. Consumer Trust in an Internet Store: A Cross-Cultural Validation[J]. Journal of Computer-Mediated Communication, 1999, 5(2): 1-33
[15] Kimery, K. M., & McCord, M. Third-party assurances: mapping the road to trust in e-retailing[J]. Journal of Information Technology Theory and Application, 2002, 4 (2): 63-82
[16] Koh, T. K., Fichman, M., & Kraut, R. E. Trust Across Borders: Buyer-Supplier Trust in Global Business-to-Business E-Commerce[J]. Journal of Association for Information Systems, 2012, 13(11): 886-922
[17] Lane, C. & Bachmann, R., The social constitution of trust: Supplier relations in Britain and Germany. Organization Studies, 1996, 17(3): 365-395
[18] Mayer, R. C., Davis, J. H., & Schoorman, F. D. An Integrative Model of Organizational Trus[J]. Academy of Management Review, 1995, 20 (3): 709-734
[19] McAllister, D. J., Affect and cognition-based trust as foundations for interpersonal cooperation in organizations. Academy of Management Journal, 1995, 38(1): 24-59
[20] McKnight, D. H., & Cummings, L. L. Initial Trust Formation in New Organizational Relationships[J]. Academy of Management Review, 1998, 23(3): 473-490
[21] McKnight, D. H., Cummings L. L., & Chervany, N. L. What trust means in e-commerce customer relationships: an interdisciplinary conceptual typology[J]. International journal of electronic commerce, 2002, 6, 35-60
[22] Parkhe, A. Understanding trust in international alliances, Journal of world business, 1998, 33(3): 219-240
[23] Shneiderman, B. Designing trust into online experiences, Communications of the ACM, 2000, 43(12): 57-59
[24] Urban, G. L., Sultan, F., & Qualls, W. J.., Placing Trust as the Center of Your Internet Strategy[J]. MIT Sloan Management Review, 2000, 42(1): 39-49
[25] Wang, H. & Hu, Z., Research on Online Consumer Behavior Based on Experience, IEEE, 2010, 364-368
[26] Wu, J., Wang, Z., & Huang, L. The Relationship among Propensity to Trust, Institution-based Trust, Perceived Control, and Trust in Platform[J]. Web Society, 2010, 16-17
[27] Yu, H., & Fang. Relative impacts from product quality, service quality, and experience quality on customer perceived value and intention to shop for the coffee shop market[J]. Total Quality Management, 2009, 20(11): 1273-1285
[28] Zucker, L. G., Roduction of Trust: Institutional Sources of Economic Structure, 1986, 1840-1920