文章基本信息

标题：Is Value Sufficient? Empirical Research on the Impact of Value and Trust on Intention
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作者：Cheng, Dong ; Han, Jidong ; Song, Yuanfang 等
期刊名称：Journal of Software
印刷版ISSN：1796-217X
出版年度：2011
卷号：6
期号：1
页码：124-131
DOI：10.4304/jsw.6.1.124-131
语种：English
出版社：Academy Publisher
摘要：Online shopping is said to be easy, fun, and time saving. Yet, the real experience is often different from that predicted. What is the reason for this? What are the obstacles to online applications? We develop scenarios about the relative importance of value and trust in online shopping. Empirical analysis of a survey of 220 consumers shows that both value and trust are vital to consumers’ intentions with respect to online shopping. In particular, security is the key factor to trust, while playfulness plays a relatively important role in consumer perceived usefulness of online shopping. These findings imply that a website should implement a set of comprehensive security mechanisms and, at the same time, continually improve the consumer’s experience of playfulness.
关键词：value; trust; perceived usefulness; perceived ease of use; subjective norms; intention; playfulness; reputation; security