Online negotiation：The research of the trust in online bargains

• Main Authors: Wen-Tien Lai, 賴文田
• Other Authors: Tsung-Ting Chung
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/69680530438861211712

碩士 === 靜宜大學 === 企業管理研究所 === 92 === To trust is the key factor to make online business success. This research tries to confer on the trust issue for cyber space business. The main motivation is that previous negotiation researches are based on face to face ones, but now with the coming of cyber space more and more trades are conducted in electrical business model. Many researches show that the number of successful trade only occupies the half number of the online visits. The customers can not trust online shopping as usual. In the past, the mechanism for online dispute resolution is limited due to the efficiency issue of the electrical paper. As a consequence, using internet online negotiation relies on the trust issue rather than the technology. In order to overcome the trust problem on internet business and bring the electronic commerce into full-fledged development, this thesis brings up the hypotheses as below： 1 High loyalty to certain brands correlates with the trust positively It means that more loyalty to the brands leads more trust on internet business and increases the purchase rate. 2 Information technology safety correlates with the trust positively It means users confide in internet safety more and they trust internet business more. The purchase rate raises as well. 3 The sensation of the risk correlates with the trust negatively It means the customers feel the risk of internet business high and then they don’t trust; consequently, the purchase rate drops. 4 The safety of online trades correlates with the trust positively It means more safety on business trading; more trust on internet business. In addition, the purchase rate elevates. 5 The mechanism of online dispute resolution correlated with the trust positively It means that more complete the mechanism of online dispute resolution is, the more trust on internet business the customers have. Nevertheless to say, the purchase rate lifts. 6　The safety of personal data correlates with the trust positively It means the more safety the personal data is kept, the more trust the customers possess. Hence, the purchase rate raises. This research proposes the suggestions to enhance the trust level in online trades.