影响网络品牌信任的因素 ——以马来西亚在线及品牌购买为例外文翻译资料

影响网络品牌信任的因素

——以马来西亚在线及品牌购买为例

Syed Shah Alam amp; Norjaya Mohd Yasin

摘要：

本研究探讨马来西亚在线机票购买的特定环境下网络品牌信任和其影响因素。总结网络品牌信任的学术文献，发现在网络品牌信任方面需要进行研究。因此我们假设口碑、在线体验、安全/隐私、风险认知、品牌信誉、和信息质量对网络品牌信任有显著的影响。我们的假设测试在马来西亚在线机票购买的变量。使用调查的方法，通过问卷调查收集来自289名在线机票买家的数据；进行有效性和可靠性的测试和因果关系分析（多元回归分析）。根据这项研究的结果，安全/隐私、口碑、在线体验、信息质量和品牌信誉与网络品牌信任有重要积极的联系。结果与预期进行对比，并对限制和进一步研究进行了讨论。本研究提供了对顾客网络品牌信任的深刻的理解。

关键词：网络品牌信任；安全/隐私；口碑；在线体验；信息质量；品牌形象；马来西亚网络用户

2.影响在线品牌信任度的因素

品牌信任度被定义为“普通的消费者愿意依靠品牌来执行其规定功能的能力。”本实验构建，品牌信任是消费者对特有品牌的单纯的信任感，来自Ha的定义。在消费者与特定品牌建立关系时，信任是至关重要的因素，如果没有信任，以品牌承诺来发展消费者的是不可能的。

消费者对信任的品牌更愿意保持忠诚，支付高于品牌的价格溢价和购买其品牌延伸。除此之外，对于信任的品牌消费者也更愿意分享他们的口味、偏好和行为。信任包括了一般七万，因为它存在一些可能性的错误。因此信任是在顾客相信其拥有一些使顾客坚持、信任、诚实和富有责任感等的品牌特质。这与以往对信任的研究一致，这表明信任是基于合作伙伴对其意向、行为和品质的外在归因。核心在于了解特点归因来建立品牌信任。

借鉴Delgado et al.关于品牌信任发展的研究，我们认为这些特定归因在本质上是技术性和特意为之，这说明信任与营销和管理艺术中常见的二维思维一致。第一个品牌信任的维度是可靠性，有一个能力或者技术的自然基础，包括信守承诺和满足消费者需求的能力和意愿。第二个维度是品牌在例如产品出现意外问题时处理方式对消费者利益和福利是否有利。因此，一个值得信任的品牌在产品发展、生产、销售、服务、广告甚至是在品牌出现危机时仍能够持续的保持承诺和对消费者的价值。

研究消费者对在线品牌信任影响因素的Ha发现信任受到以下网络购买有关因素的影响：安全，隐私，品牌名称，口碑，良好在线体验和信息的质量。而另外研究者研究表明顾客信任品牌基于过去的体验和第三方的建议。这类似于Ha指出的两个因素，口碑和良好在线体验。在Srivinasan建立的信任模型中，展示了安全在电子商务中建立顾客信任的作用。以上两人的发现和研究因素十分类似。

以往的研究表明了一些因素影响着网络品牌信任。因素见下表。基本的因素可以分为网站因素和消费者因素。网络品牌信任有关的突出因素在一些研究中是相似的。研究表明，信任在不同环节背景有着不同的作用。在大规模的实证研究中，Sultan et al.发现了发现了信任的三个基本维度,即信誉/可靠性、情感上的安慰和公司的质量。研究表明，顾客的信任认证决定于网站和顾客特质，并且信任调和了这些因素和消费者行为之间的关系。9个网站因素即导航、建议、无差错、实行、社区、隐私/安全、可信的标志、品牌和展示，这些因素都影响了顾客的信任。4个消费者因素，即自信/对网络理解程度、过去的行为、网络购物体验、娱乐体验也会影响信任。

表格 1 影响品牌信任的因素

信任的缺失通常是人们不在网上购物的关键原因。在大多数研究在线信任的研究中，并没有明确区分基础性的维度和在线信任的前身。尽管Dayal et al.讨论了安全，商家合法性和成就感是在线信任的重要决定因素，也隐晦的提到了他们是在线信任的核心因素，但在很多研究中仍作为在线信任的基础性和决定性因素交替使用。例如，Fogg et al.表明了可信赖程度影响了信誉，但是这两个概念界定模糊未高度区分。

基于前人研究和对不同结构的区分，Shankar et al.建立了一个在线信任的概念大框架，包括了三大结构，即网站特点、用户特点和其他因素，其他因素包括在线中介、网站和用户特点的组合变量。14个网站特点是导航和用户友好，建议，随机误差，成就感，社区，隐私（第三方建议），安全（信用卡保障），可信的标志，退换政策，品牌，展示，网站生命周期，可供选择的商品，信息及时性，友情链接。用户特质包括对网站的理解，网络购物行为，娱乐体验，网站使用位置，长期方向，技术和控制感倾向。其他因素包括在线中介，公司可信赖度，企业认知规模，企业认知信誉，企业粘度，人工服务，沟通，个性化和协作。

评估网络环境中最终用户的信任程度，Salo 和 Karjaluoto建立了一个在网络环境中基于内部和外部因素的信任模型。在此前提下，外部因素包括产品/服务特质和不同的市场/文化/国家，对在线信任可能会有一些影响。显然内部因素例如顾客特质，过去体验，风险感知，可信赖程度，信誉，网站质量，有用性认知，易用性认知，训练，可信的标志，专家，同事，法律和非政府协会，对在线信任有显著影响。

虽然网络商业已经存在很长时间了，但是大多数马来西亚人仍旧对在网上透露个人信息感到不舒服，部分人更喜欢传统商店购物，他们可在那里亲眼看到购买的产品和服务。马来西亚顾客更喜欢在付款前看到他们购买的产品和服务。目前还不清楚如何改变马来西亚互联网用户在线购买的心态。为了了解在线用户购买某一品牌的影响因素，我们必须首先寻找影响网上消费者的品牌信任感的因素。马来西亚人怀疑他们的信息会被泄露给不明人员尤其是在涉及钱的时候。事实上，这项研究是集中在发展中国家在线消费者之间的信任是，例如马来西亚。

外文文献出处：Theoretical and Applied Electronic Commerce Research

附外文文献原文

What factors influence online brand trust: evidence from online tickets buyers in Malaysia

Abstract

This study examines online brand trust and its influencing factors in the specific context of online air ticket buyers in Malaysia. Summarizing academic literature on online brand trust drivers, it was found that there is a need to conduct research on online brand trust. Accordingly our hypotheses is that word-of-mouth, online experience, security/privacy, perceived risk, brand reputation and quality information have significant influence on online brand trust. Our hypothesis is being tested in terms of mentioned variables, on online airline ticket buyers in Malaysia. Using survey methodology, data was collected from 289 online air ticket buyers through questionnaire; validity and reliability tests and causality analysis (multiple regression analysis) had been conducted. According to the findings of the study, security/privacy, word-of-mouth, online experience, quality information and brand reputation appear to have a significant and positive relationship with online brand trust. The results are compared with earlier findings and limitation and further research are discussed. This study provides insightful understanding of consumers online brand trust.

Key words: Online Brand Trust, Security/privacy, Word-of-mouth, online Experience, Quality Information and Brand Reputation, Malaysian Internet Users

2 Factors Influencing online Brand Trust

Brand trust is defined as the willingness of the average consumer to rely on the ability of the brand to perform its stated function [9]. In this study, brand trust is simply the trust a consumer has in a specific brand, a definition based on Ha, [20]. For a consumer to establish a relationship with a particular brand, trust is crucial because without trust, development of consumers commitment to a brand may not be possible. A consumer who trusts in the brand is more willing to remain loyal and pay a premium price for the brand as well as buying its brand extensions. Besides, a consumer who has trust in a brand is also willing to share some information about his or her tastes, preferences and behavior [9], [8] as cited in Horppu et al., [25]. Trust also involves a general expectancy because it cannot exist without some possibilities of being in error [14]. Thus, trust is based on the consumers belief that the brand has specific qualities that make it consistent, competent, honest, responsible and so on. This is in line with past research on trust [15], [6], [32] that suggest that trust is based on the dispositional attrib

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What factors influence online brand trust: evidence from online tickets buyers in Malaysia

Abstract

This study examines online brand trust and its influencing factors in the specific context of online air ticket buyers in Malaysia. Summarizing academic literature on online brand trust drivers, it was found that there is a need to conduct research on online brand trust. Accordingly our hypotheses is that word-of-mouth, online experience, security/privacy, perceived risk, brand reputation and quality information have significant influence on online brand trust. Our hypothesis is being tested in terms of mentioned variables, on online airline ticket buyers in Malaysia. Using survey methodology, data was collected from 289 online air ticket buyers through questionnaire; validity and reliability tests and causality analysis (multiple regression analysis) had been conducted. According to the findings of the study, security/privacy, word-of-mouth, online experience, quality information and brand reputation appear to have a significant and positive relationship with online brand trust. The results are compared with earlier findings and limitation and further research are discussed. This study provides insightful understanding of consumers online brand trust.

Key words: Online Brand Trust, Security/privacy, Word-of-mouth, online Experience, Quality Information and Brand Reputation, Malaysian Internet Users

2 Factors Influencing online Brand Trust

Brand trust is defined as the willingness of the average consumer to rely on the ability of the brand to perform its stated function [9]. In this study, brand trust is simply the trust a consumer has in a specific brand, a definition based on Ha, [20]. For a consumer to establish a relationship with a particular brand, trust is crucial because without trust, development of consumers commitment to a brand may not be possible. A consumer who trusts in the brand is more willing to remain loyal and pay a premium price for the brand as well as buying its brand extensions. Besides, a consumer who has trust in a brand is also willing to share some information about his or her tastes, preferences and behavior [9], [8] as cited in Horppu et al., [25]. Trust also involves a general expectancy because it cannot exist without some possibilities of being in error [14]. Thus, trust is based on the consumers belief that the brand has specific qualities that make it consistent, competent, honest, responsible and so on. This is in line with past research on trust [15], [6], [32] that suggest that trust is based on the dispositional attributions made to the partner about his/her intentions, behaviors and qualities. The key issue, then, is to know which specific attributions form brand trust.

Drawing on the research on brand trust developed by Delgado et al. [14], we consider that these specific attributions are technical and intentional in nature, which is in line with a two-dimensional idea of trust more commonly found in management and marketing literature [15], [18], [35]. The first dimension of brand trust, reliability, has a technical or competence-based nature, involving the ability and willingness to keep promises and satisfy consumers needs. The second dimension comprises the attribution of good intentions to the brand in relation to the consumers interests and welfare, for example when unexpected problems with the product arise. Consequently, a trustworthy brand is one that consistently keeps its promise of value to consumers through the way the product is developed, produced, sold, serviced and advertised, and even in bad times when some kind of brand crisis arises.

Ha [20] who studied factors influencing consumer perceptions of online brand trust has found that brand trust is affected by the following Web purchase-related factors: security, privacy, brand name, word-of-mouth, good online experience and quality of information, while another researcher believes that people trust a brand based on their own past experience as well as by third party recommendations [51 ]. This is similar to two of the factors that have been stated by Ha [20] which is word-of mouth and good online experience. In the trust model done by Srivinasan [51] it also shows the use of security in building consumer trust for an e-business. The findings by both researchers are very similar and the factors they stated are the same too.

Previous research indicates several factors affect online brand trust. These factors are listed in Table 1. Basically the factors can be grouped into Web site factors and consumer factors. The factors and findings pertaining to online brand trust highlighted in some studies are similar. From previous research it seems that trust plays different roles in different contexts. In a large scale empirical study, Sultan et al., [52] uncovered three underlying dimensions of trust, namely, credibility/reliability, emotional comfort and quality of the company. The study reveals that consumers perceptions of trust are determined by Web site and consumers characteristics, and that trust mediates the relationship between these determinants and customer action behavior. Nine Web site factors were identified namely as navigation, advice, no error, fulfillment, community, privacy/security, trust seals, brand and presentation, and all these factors influence consumers trust. Four consumer factors, namely, self-confidence/lnternet savvy, past behavior, Internet shopping experience, and entertainment experience also affect trust.

Lack of trust is frequently the key reason why people do not make purchases online [33]. There is no clear distinction between the underlying dimensions and

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