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The Study on Use of Trust Marks in E-commerce Using Taiwan and Hong Kong as the Research Sites
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|摘要:||網路是電腦最重要的用途之一。網路可隨時更新資訊，無需面對面交易，因而消除了國界障礙，並且可為全世界人民提供24小時服務。電子商務發展速度極快，尤其是通過網際網路和萬維網所產生之電子商務(Warrington, Abgrab和Caldwell, 2000)。MIC在2007年研究報告指出，臺灣2007年的電子商務交易量為1855億，這一交易量將在下一年度增加36.4 %，突破2500億關口。May, Danny 和Domenic (2005) 指出，香港網路購物活動呈增長趨勢，致使電子商務零售業呈現快速增長。
信賴在電子商務交易中具有重要意義，這一點尤其值得引起關注。在網路購物中，買賣雙方無法面對面交流，買方無法親身查看商品，而且買方認為網路購物缺乏安全性，這均對網路賣方提出了挑戰，因而他們需尋找有效方法，以發展電子商務關係。Egger (2000) 指出“消費者不信賴網路付款系統，所以對電子商務產生了真正的心理障礙。”Zucker (1986)指出，信賴可通過信賴標章建立。因此，本文研究線上網址所用信賴標章之情形，同時調查信賴標章對線上環境之影響。作者共進行了兩項實證研究，以瞭解電子商務應用信賴標章之情形。從產業層面來看，作者調查了臺灣與香港網路環境當前應用信賴標章之情形。從消費者層面來看，作者也調查了臺灣和香港消費者如何發展信賴及對信賴標章瞭解的程度。
從產業調查結果來看，臺灣實施信賴標章之三個主要產業是：網路花店、電腦銷售與電訊產業。信賴標章發行公司大多以營利組織來營運。此外，這些產業所用的三種主要信賴標章是Verisign、 Verified by Visa和SOSA。而且，信賴標章一般置於首頁與網頁左側、中間和右側。從消費者調查結果來看，臺灣網路消費者主要關注隱私與安全性，從而促使其發展信賴。此外，臺灣多數網路消費者不瞭解信賴標章，而且也未核查過信賴標章。但是，臺灣多數網路消費者認為信賴標章確實可增強消費者之消費信心。
從產業調查結果來看，香港實施信賴標章方案之三個主要產業是：郵購、百貨公司與網上購物產業。信賴標章發行公司也大多以營利組織來營運。此外，這些產業所用的三種主要信賴標章是PayPal、Verisign和Verified by Visa。而且，信賴標章一般置於首頁與網頁左側、中間和底部。從消費者調查結果來看，香港網路消費者主要關注聲譽與安全性，從而促使其發展信賴。此外，香港多數網路消費者也不瞭解信賴標章，而且也未核查過信賴標章。但是，香港多數網路消費者認為信賴標章也確實可增強消費者之消費信心。
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.
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