報告者(依報告順序)： 淡江資管所碩一 陳彥廷 淡江資管所碩一 李家宏 淡江資管所碩一 蔡孟儒 Trust and TAM in Online Shopping MIS Quarterly Vol.27 No.1,pp.51-90/March 2003 Author： David Gefen Elena Karahanna Detmar W. Straub 報告者(依報告順序)： 淡江資管所碩一 陳彥廷 淡江資管所碩一 李家宏 淡江資管所碩一 蔡孟儒 報告日期：2018/9/20

出處及作者 出處 MIS Quarterly Vol. 27 No.1, pp. 51-90/March 2003

出處及作者 作者簡介 David Gefen Elena Karahanna Detmar W. Straub Department of Management LeBow College of Business Drexel University 101 North 33rd Street Philadelphia, PA 19104-2875 U.S.A. gefend@drexel.edu Elena Karahanna Management Information Systems Department Terry College of Business University of Georgia Athens, GA 30602 ekarah@terry.uga.edu Detmar W. Straub Robinson College of Business Georgia State University Atlanta, GA 30302-4015 dstraub@gsu.edu

Abstract A separate and distinct interaction with both the actual e- vendor and with its IT Web site interface is at the heart of online shopping online purchase intentions are the product of both consumer assessments of the IT itself-specifically its perceived usefulness and ease-of-use (TAM)-and trust in the e-vendor 個別且獨特的互動式IT網站，是電子廠商與線上購物的核心 利用之前所提出的科技接受模式可知 之前的研究指出，跟電子廠商購買商品的意圖包含客戶對於IT的知覺有用性及知覺易用性以及對電子廠商的信任度

Abstract these perspectives have been examined independently by IS researchers. Integrating these two perspectives and examining the factors that build online trust in an environment that lacks the typical human interaction that often leads to trust in other circumstances advances our understanding of these constructs and their linkages to behavior. 科技接受模式及客戶信任度，這兩種觀點已經受到許多研究者研究且證明對線上購買意圖有影響 結合這兩種觀點所建立的線上信任環境缺乏實際人際交往，使得不易了解其結構及行為間的聯繫

Abstract Research on experienced repeat online shoppers shows that consumer trust is as important to online commerce as the widely accepted TAM use-antecedents, perceived usefulness and perceived ease of use. Together these variable sets explain a considerable proportion of variance in intended behavior. The study also provides evidence that online trust is built through a belief that the vendor has nothing to gain by cheating, a belief that there are safety mechanisms built into the Web site, and by having a typical interface, one that is, moreover, easy to use. 撰寫者豐富的研究指出，消費者的信任在電子商務上是很廣泛被接受的一個因 知覺有用性及知覺易用性，連同這些變數來解釋預期的消費行為，此篇研究也指出，透過 確認供應商詐騙 網站設有安全機制 具有典型的介面 以及更方便使用，都會影響消費者建立信心

Introduction Retaining customers is a financial imperative for electronic vendors (e-vendors), especially as attracting new customers is considerably more expensive than for comparable, traditional, bricksand-mortar stores (Reich held and Schefter 2000). a vital key to retaining these customers is maintaining their trust in the evendor (Reichheld and Schefter 2000) and that trust is at the heart of relationships of all kinds (Mishra and Morrissey 1990; Morgan and Hunt 1994) 對於電子金融業來說，開發新客戶所需要的花費遠比保留舊客戶來的昂貴 因此如何留住舊客戶就是個很重要的問題 有很多因素會影響保留舊客戶的程度，但目前研究發現，最重點在於客戶的信任度

Introduction this study examines customer trust as a primary reason for why customers return to an evendor. Unlike the vendor-client relationship in traditional business settings, the primary interface with an e-vendor is an information technology (IT), a Web site. Recognizing the dual nature of this interaction, our study incorporates the perceived technological attributes of the IT as an additional set of explanatory variables in understanding why customers return to an e-vendor. 此篇研究重點在於客戶的信任度為何會是回流電子廠商的主要原因 不同於傳統廠商與客戶的交易模式 電子廠商使用的IT介面(也就是網站) 此篇研究採用知覺與科技相關屬性來做為一組解釋為何客戶會回流電子廠商的變量

Introduction The first school of thought considers a Web site to be an information technology, and as such argues that the same use-antecedents that apply across IT, namely perceived usefulness and perceived ease of-use as identified by TAM (Davis 1989; Davis et al. 1989), 第一個學派是認為網站是一個IT介面，且可適用於TAM(科技接受模型)的知覺易用性與知覺有用性，因此可以用來解釋客戶回流 這也是利用Davis 提出的科技接受理論

Introduction The second school of thought focuses on online purchase as an interaction with a vendor, where, extrapolating from other business transactions (Fukuyama 1995; Morgan and Hunt 1994) 第二個學派是認為線上購買可以算跟廠商的互動，藉由商業交易步驟來定義出信任的關係，確認說信任的存在及性質超出平常經濟因素

Introduction the first objective of this research is to integrate trustbased antecedents and the technological attribute- based antecedents found in TAM into a theoretical model. 因此本研究的第一個目標就是整合信任基礎與技術相關的TAM(科技接受模型)為一個理論模型

Introduction Trust is generally crucial in many of the economic activities that can involve undesirable opportunistic behavior (Fukuyama 1995; Luhmann 1979; Williamson 1985). This is even more the case with e-commerce because the limited Web interface does not allow consumers to judge whether a vendor is trustworthy as in a typical, face-to- face interaction (Reichheld and Schefter 2000). Trust is also an issue because vendors can easily take advantage of online consumers (Jarvenpaa and Todd 1997; Jarvenpaa and Tractinsky 1999) 許多關鍵經濟活動中涉及到的投機行為都會影響信任 而電子廠商在於網站介面並沒有一個可以讓消費者判斷這個廠商是否值得信賴的標準或模型 再來客戶對廠商的信任也是一個問題，因為有資料庫的關係，廠商很容易利用消費者的消費資料與活動

Introduction Examining how customer trust can be maintained in an e- vendor is, accordingly, the second primary objective of this study. 因此，研究如何保持客戶對電子廠商的信任就是本研究第二個重要目的

Literature Review and Research Model

Literature Review and Research Model TAM and E-Commerce A Web site is, in essence, an information technology. As such, online purchase intentions should be explained in part by the technology acceptance model, TAM(Davis 1989; Davis et al. 1989). According to TAM, the intention to voluntarily accept, that is to use, a new IT is determined by two beliefs dealing with the perceived usefulness (PU) of using the new IT the perceived ease of use (PEOU) of the new IT. 網站是在本質上屬於資訊科技，因此上網購買意圖可以利用科技接受模型來解釋 根據TAM，影響使用新的IT由兩種認知處理 知覺有用性 知覺易用性 根據之前學者們的研究及實證，讓本篇研究可以合理的將TAM推論至電子商務中 推論的邏輯是，IT用戶（也就是網上客戶使用網站）他們選擇合理使用資訊科技。 他們將更喜愛或更將使用這些比較好用、易於使用的網站

Literature Review and Research Model H1：PU will positively affect intended use of a business-to-consumer (B2C) Web site. H2：PEOU will positively affect intended use of a business-to-consumer (B2C) Web site. H3：PEOU will positively affect PU of a business- consumer (B2C) Web site. 知覺有用性將會對B2C網站的使用產生正面且積極的影響 知覺易用性將會對B2C網站的使用產生正面且積極的影響 知覺易用性將會對B2C網站的知覺有用性造成正面且積極的影響

Literature Review and Research Model The Importance of Trust in E-Commerce Trust is crucial in many such transactional, buyer-seller relationships, especially those containing an element of risk, including interacting with an e-vendor(Reich held and Schefter 2000) Trust is an expectation that others one chooses to trust will not behave opportunistically by taking advantage of the situation. It is one's belief that the other party will behave in a dependable(Kumar et al. 1995a), Trust is vital in many business relationships (Dasgupta 1988; Fukuyama 1995; Gambetta 1988; Gulati 1995; Kumar et al. 1995b; Moorman et al. 1992; Williamson 1985) 許多買賣雙方的交易行為裡(包括在與電子廠商互動中)，因為有風險的存在，因此信任是特別重要的 信任是一種期望，一種信任別人不會利用投機行為的情況，及對方會表現出可靠感 因此信任在許多業務關係裡是非常重要的

Literature Review and Research Model Because of the absence of proven guarantees that the e-vendor will not engage in harmful opportunistic behaviors, trust is also a critical aspect of e-commerce(Gefen 2000; Kollock 1999;Reichheld and Schefter 2000) unfair pricing conveying inaccurate information violations of privacy unauthorized use of credit card information unauthorized tracking of transactions. 由於缺乏有效的保證電子供應商不會從事有損客戶利益的投機行為，因此信任在電子商務方面具有很重要的影響 不公平的定價 訊息傳達不正確 侵犯隱私權 未經授權使用信用卡資料 未經授權追蹤交易紀錄

Literature Review and Research Model By trusting, people reduce their perceived social complexity through a belief that may, at times, be irrational, and that rules out the risk of undesirable but possible future behaviors on the part of the trusted party(Luhmann 1979) Consumers have to trust the e-vendor from which they purchase,Accordingly, trust relates to other people and organizations. The overwhelming social complexity will cause them to avoid purchasing (Gefen 2000). Previous research supports this relationship,showing that trust increases purchase intentions both directly (Gefen 2000), as it does in otherbuyer-seller relationships (Ganesan 1994), and through reduced perceived risk (Jarvenpaa and Tractinsky 1999; Kollock 1999) 透過信任，人們可以減少對於社會的複雜性，不去想太多 消費者信任電子廠商，才會從他們那邊購買東西 社會的複雜性會降低消費者購買欲望 之前有許多研究顯示出信任增加也會提高購買意願 因為它會降低消費者知覺風險

What Is Trust in E-Commerce? 表一提供了將信任概念化，且與知覺結構化的總結

What Is Trust in E-Commerce?

What Is Trust in E-Commerce?

What Is Trust in E-Commerce?

What Is Trust in E-Commerce? The same diversity in trust conceptualizations is also evident in e-commerce contexts. Trust has been conceptualized as a general belief in an evendor that results in behavioral intentions (Gefen 2000); 上面對於信任的概念化在電子商務環境是一樣的 信任在行為意圖上已經被普遍化定義了，包含在電子商務的環境中

Trust Consequents H4：Trust in the e-vendor will positively affect intended use of a business-to-consumer (B2C) Web site. 基於先前探討信任對於電子商務消費意圖的影響的相關文獻 信任在電子商務中對B2C網站將產生正面且積極的影響

H5: Trust will positively affect pu. When the e-vendor is viewed as trustworthy, customers are often willing to pay a premium price for just that added special relationship with an e-vendor that they trust In a trusting relationship, people do not need to invest resources in monitoring and in maintaining complex legal contracts to gain their fair share If the e-vendor does not know its market and its goal, has low ability, is not honest, or does not care about the consumer, accomplishing such a task will be much harder. Thus, trust provides a measure of subjective guarantee that the e-vendor can make good on its side of the deal, behave as promised, and genuinely care.

H6: Familiarity with a trustworthy e-vendor will positively affect trust in that e-vendor Antecedents of Trust knowledge-based trust Institution-based trust calculative-based trust cognition-based trust personality-based trust

Familiarity with the E-Vendor While trust reduces social complexity relating to future activities of the other party, familiarity reduces social uncertainty through increased understanding of what is happening in the present Familiarity with the way other business partners work and their limitation is also an important antecedent of trust in ongoing business interactions In general, familiarity with what is going on, with why it is happening, and with the parties involved creates trust in business relationships (Kumar 1996). This accumulated trust-relevant knowledge and successful previous interactions lead to higher levels of trust

H7: Calculative-based beliefs will positively affect trust in an e-vendor. Based on economic principles, a second type of trust- building mechanism involves a calculative process. This approach to trust is based on the assumption that while other people may not be necessarily good, they are rational, calculative, act in their own best self interest , and, as such, will refrain from inflicting harm upon themselves. A customer can be expected to trust an e-vendor more when the customer believes that the e-vendor has more to lose than to gain by cheating or has nothing to gain by breaking customer trust.

H8: Perceptions of situational normality will positively affect trust in an e-vendor. Another trust-building process is institution-based trust. The two types of institution-based trust discussed in the literature are situational normality and structural assurances In the context of the Internet, this view carries weight in that a Web site represents what customers expect based on their experience and knowledge of other similar Web sites, and for this reason, they will be more inclined to trust the e- vendor. On the other hand, when the Website has a suspicious interface and requires customers to go through an unexpected procedure or provide atypical information, consumers will understandably be more inclined not to trust the e-vendor.

H9: Perceptions of structural assurances built into a Web site will positively affect trust in an e-vendor. Structural assurances or structural safeguards refer to an assessment of success due to safety nets such as legal recourse, guarantees, and regulations that exist in a specific context. On the Web, cues appear on the Web page, and may include seals of approval, explicit privacy policy statements, guarantees, affiliations with respected companies, and "contact us" clickable icons. Having a third party like the reputable Better Business Bureau vouch for the e-vendor as a trusted vendor should arguably build trust in that such assurances have typically been one of the primary methods of building trust in business Indeed, experimental research shows that adding a structural assurance, to a Web site increases trust in that Web site.

H1O: PEOU will positively affect trust in an e-vendor. An e-commerce world, where the only real vendor interaction a customer has is through the Web site, implies that an easy-to-understand Web site (equivalent to perceived ease of use) that also explains what is going on should lead to the creation of trust. A hard to use Web site might even insinuate that the e- vendor is not being straightforward (i.e., being dishonest), and is hiding something through an unnecessarily intricate interface. Consequently, although PEOU is not the sole determinant of trust, it can be posited that it contributes to trust.

H11 : Situational normality will positively affect PEOU. Situational normality, that is, creating the Web site so it looks and behaves in a typical manner , should increase PEOU since consumers' prior knowledge of how to use the Web will be directly applicable to the task of purchasing from the present e-vendor's Web site. In contrast, a Web site that has a unique, unusual interface implies that consumers cannot utilize their previous knowledge and will thus experience a higher cognitive load in using the site. On the other hand, the specific site is unique, previously learned cognitive patterns may even hinder the process by leading the user into inefficient paths and, in doing so, render the Website even harder to use.

H12: Familiarity with the e-vendor will positively affect PEOU. Indeed, the more familiar consumers are with a Website as a result of prior visits, the more they will perceive the site to be easy to use. In that they already have an understanding of how to use the Web site as well as a knowledge of the basic structure and procedures used on the Web site, they will need to expend less cognitive effort to utilize it. To the e-vendor's site, such a cognitive map should increase user skill at using it and reduce errors, effectively increase the perceived ease of use of the site.

Research Method To examine the effects of trust and TAM on intentions to purchase from a Web site, a field study technique was employed. Our sampling and instrument development and validation processes are described next.

Instrument Development The questionnaire contained the standard TAM scales of PU and PEOU adapted from Davis' scales Intended use of a B2C Website was accessed by two items One item deals with a willingness to provide the e-vendor with credit card information for purchases and the other with a willingness to provide the e-vendor with the information it needs to provide good service.

Pretest The instrument was pretested with 72 undergraduate students to check the psychometric properties of the scales Of the 72 questionnaires, 22 were discarded because respondents had not purchased books or CDs online, and so could not really assess any of the constructs that relate to the e-vendor. In the remaining 50 items was verified with a principal components factor analysis (PCA).

Primary Data Analysis and Descriptive Statistics The questionnaire was administered to 400 students. As in the pretest, questionnaires from respondents who had not previously purchased books or CDs online were discarded. This resulted in a dataset of 213 responses. Of the respondents, 86 were women and 110 were men, with some missing values in the dataset. The most frequent sites for last purchase were Amazon.com (26%), half.com (3%), bn.com (11%), cdnow.com (10%), ecampus.com (3%), and bmg.com (3%). Datawere pooled from 172 senior undergraduate students and 41 graduate students. All items ranged from 1 (strongly disagree) to 7 (strongly agree), and showed a reasonable dispersion in their distributions across the ranges, as seen in the standard deviations.

Data Analysis LlSREL LlSREL has distinct advantages over other techniques. Data analysis was carried out in accordance with a two- stage methodology

Data Analysis Accordingly , the first step in the data analysis was to establish the convergent and discriminant validity of the constructs with a LlSREL confirmatory factor analysis The measurement model in the CFA was revised by dropping items, one at a time, that shared a high degree of residual variance with other items,according to the standard LlSREL methodology (Gefen et al. 2000; Gerbing and Anderson 1988), and Churchill's (1979) scale Next, the structural model (which includes hypotheses in addition to the paths between the item and its latent construct) was examined on the cleansed measurement mode 1.在第一步數據分析是要確立收斂性及構造的區別效度。 2.測量模型在CFA進行了修訂，通過刪除項目，一次一個，即分享了其他項目的高度誤差變異數。 按照標準 LlSREL方法（葛粉等。2000年; Gerbing和安德森1988年），和丘吉爾的（1979年）規模 3.其次，結構模型上（包括假設除了在路徑之間的項目，其潛在的結構）進行了檢查清洗測量模型。

Summary of Results 1.There are many issues affecting consumer decisions 2.The underlying premises of this study were (1) that online customers are influenced by both their trust in the e-vendor and technological aspects of the Web site interface, and (2) that consumer trust is increased by aspects of the interaction. 3. The study also reveals some of the antecedents of trust in an online environment 1.有許多問題影響消費者的決定，本研究研究了影響消費者決定的兩個方面，信任與TAM。 並且展示這兩方面與消費者面對低接觸及低風險的產品時的購買意願之關係。 2.本研究的前提是 (1)網路上的客戶使用的是他們所信任的電子廠商以及技 術界面 (2)在消費者的信任下互動增加了 3.該研究還提出了一些關於線上環境信任的前置因素 (1)供應商無關欺騙(計算基礎的信任) (2)相信網站內置安全機制 (3)情境正常 (situational normality)：評估交易的成功是否 符合規範或習慣的情境。在電子商務中， 就是要確保交易的結果要能符合顧客的預 期與認知 (4)容易使用的介面

Conclusions E-vendors should build Web sites that are not only useful and easy to use, as TAM suggests, but that also include trust-building mechanisms. Creating a trust-based connection to customers is a primary benefit which is nearly as important as the technical attributes of the Web site such as usefulness. Some effective methods of doing so within an integrated model of trust and TAM have been identified in this study, namely, situational normality, structural assurances, calculative-based, and familiarity with the e-vendor. Future research will hopefully paint a more complete picture of why and when consumers are willing to buy from a Web shop. 結論 電子廠商應該建立的網站，不僅是要實用以及易於使用。還要建立信任機制。 與客戶建立一個基於信任的橋梁，重要性幾乎等同於網站的技術   有一些有效的方法在一個信任的綜合模型和TAM在這項研究中已經被確定。(1)情境正常 (2)結構保證 (3)計算基礎的信任 (4)熟悉電子供應 在傳統實體的商業環境中 信任和技術已被研究多年。 在營銷和管理文獻中，對消費者購買行為而言，信任對產品和服務是緊密連結在一起的。 資訊科技研究審視了系統的介面與特點。 預計將對生產力造成影響。 未來的研究將有希望描繪出一幅更全面的藍圖探討為何而當消費者願意在網路商店上購買商品。