电子商务网站保证标识研究评述  

A Review of Researches on the Web Assurance Seals in E-commerce

作　　者：姜锦虎[1] 吴明杰[1] 曹欢欢[1] 丁维[1] 

机构地区：[1]西安交通大学管理学院

出　　处：《信息系统学报》2013年第2期81-94,共14页China Journal of Information Systems

基　　金：国家自然科学基金重大项目——新兴电子商务参与者行为规律研究(项目编号:70890081)

摘　　要：摘要网站保证标识是电子商务中用来增强消费者信任的重要机制。研究者们基于不同的视角对网站保证标识展开了研究，并且取得了丰富的研究成果。本文从网站保证标识对消费者信任（购买意愿）的影响研究、不同类型的网站保证标识的比较研究、网站保证标识和自我保证的比较研究、对网站保证标识自身特征的研究等角度对现有文献进行了梳理和总结。当前针对网站保证标识的研究角度多样，研究方法以实验室实验为主，主要研究结论尚存争议。在文章的最后，给出了未来可行的研究议题。Displaying or providing web assurance seals is an important mechanism to enhance consumer trust in e- commerce. Researchers carried out many studies on web assurance seals from different perspectives and obtained a lot oIresearch achievements. This paper tries to review the existing literature about web assurance seals and makes a summary from several aspects, such as studies of web assurance seals on consumer trust or purchasing intention, comparative studies of different types of web assurance seals, comparative studies between web assurance seals and self- proclaimed assuranees, and so on. The result shows that the angles of current researches on web assuranee seals varied, and laboratory experiment method was preferred, and the main research conclusions were disputed. At the end of this paper, We show some feasible research issues in the future.

关 键 词：电子商务 网站保证 网站保证标识 评述 

分 类 号：C931.6[经济管理—管理学]