英语翻译People make important buying decisions based in part on
英语翻译
People make important buying decisions based in part on their level of trust in the product,salesperson,and/or the company (Hosmer,1995).However,a customer often does not interact with any physical entity or representative of the web vendor when purchasing similar products online.Therefore,it becomes crucial for web vendors to manage how customers perceive the company,and to cultivate a solid reputation and ensure the utmost security for online consumers.Research has identified several crucial dimensions of online consumer perceptions towards the web vendor:perceived trustworthiness (McKnight,et al.,2002),perceived reputation (Jarvenpaa,Tractinsky,& Vitale,2000),and perceived security (Casalo,Flavian,& Guinaliu,2007; Chang & Chen,2009; Yenisey,et al.,2005).
Perceived reputation is the extent to which buyers believe that the selling organization is honest and concerned about its customers (Doney & Cannon,1997).For online vendors entering the market,reputation could be transferred from a variety of mechanisms,such as buzz and word-of-mouth or a vendor's "brick and mortar" existence.For example,companies such as Barnes and Nobles with a strong physical presence prior to introducing online services transfers a higher level of reputation absent for other web vendors who do not have a physical storefront.As perceived reputation of a web vendor has strong impact on the customer's overall perception towards (Jarvenpaa,et al.,2000),a positive perception toward a web vendor's reputation will reduce a consumer's uncertainty and increase assurances and trust about the web vendor (Casalo,et al.,2007).Although some suggested that perceived reputation as the antecedent of and fully mediated by perceived trustworthiness (Pavlou & Dimoka,2006),it is our assertion that the direct effect of the reputation of the web vendor also requires consideration.Initial formations of trust are crucial in supporting online consumer perceptions and behaviors (McKnight,et al.,2002); however,trust may become less salient as the online consumer continues interacting with the web vendor,or as the web vendor becomes more reputable in the marketplace.In other words,the reputation of web vendor may precede any necessity of formations of trust.Therefore,we hypothesis the following: