The Study on Use of Trust Marks in E-commerceUsing Taiwan and Hong Kong as the Research Sites

Autor: Ting-Feng Chou, 周丁烽
Rok vydání: 2008
Druh dokumentu: 學位論文 ; thesis
Popis: 96
The Internet is one of the most important computer applications, does not require face-to-face transactions, and belongs to dynamic, which can renew information at any time, has broken national boundaries and provides twenty-four hours service to people around the world. Furthermore, Electronic commerce, especially those conducted via the Internet and World Wide Web, is growing at an enormous rate (Warrington, Abgrab and Caldwell, 2000). In the research of MIC (Market Intelligence Center, 2007), the market of electronic commerce of Taiwan in 2007 was NT $185.5 billions, and this market will expand by 36.4 % in the next year breaking the NT $250 billions barrier. May, Danny and Domenic (2005) pointed out that web-shopping activities in Hong Kong are increasing, which results in rapid growth in the e-retailing business. The importance of trust in the E-business exchange deserves special attention. The physical separation of the buyer and seller, the physical separation of the buyers and the merchandise, and the overall environment of perceived insecurity on the Internet cause unique challenges to Internet marketers to find ways in which to initiate and develop these E-business relationships. Egger (2000) noted that “difficulty of use and lack of trust with respect to online payment privacy and customer service have been found to constitute a real psychological barrier to e-commerce”. Zucker (1986) builds trust through trust marks. Therefore, the thesis attempts to investigate the state of trust marks used in online Web sites and the influence of trust marks in online environment. Two empirical studies have been conducted on understanding trust marks in E-commerce. In the industrial view, the author investigated the current situation of trust marks used in the online environment in Taiwan and Hong Kong. In the customer view, the author also investigated on Taiwan and Hong Kong online consumers that the functions to develop their trust and knowledge about trust marks. From the results of industrial view, the top three industries in online websites in Taiwan, which implemented trust marks programs, include online florists, computer sellers, and telecommunication industry. It has been found that the most common third-party organizations operating style were profit organization (PO). In addition, the top three trust marks used are Verisign, Verified by Visa, and SOSA. Moreover, the popular location was homepage and the position where trust marks usually appeared are on the left, middle and right-hand side of the web pages. As for the customer view, the author found that Taiwanese online consumers care about privacy and security to help them developing trust most. In addition, most Taiwan online consumers do not understand what trust marks are. They even do not check trust mark. However, most Taiwan online consumers believe that trust marks can increase their trust on consumption. From the results of industrial view results, the top three industries in online websites in Hong Kong, which implemented trust marks programs, include mail purchasing, department store, and online shopping industry. It has been found that the most common third-party organizations operating style were PO. In addition, the top three trust marks used are PayPal, Verisign, and Verified by Visa. Moreover, the popular location was homepage and the position where trust marks usually appeared are on the bottom, middle and left-hand side of the web pages. As for the customer view, the author found that Hong Kong online consumers care about security and reputation to help them developing trust most. In addition, most Hong Kong online consumers do not understand what trust marks are. They even do not check trust mark. However, most Hong Kong online consumers believe that trust marks can increase their trust on consumption. Combining industrial and customer view, the author concluded that the trust marks are not very popular in Taiwan and Hong Kong online environment. Even if the online consumers enhance trust via trust marks, third-party organizations should also promote the functions and benefits of trust marks to allow more online consumers to know about trust marks and then encourage more e-vendors to participate in a trust marks program. In addition, the e-vendor knows how the trust of Taiwan and Hong Kong online consumer on consumption can be increased.
Databáze: Networked Digital Library of Theses & Dissertations
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