| Summary: | 碩士 === 國立屏東科技大學 === 資訊管理研究所 === 86 === In spite of the fast paced development of network transaction security in terms of product development、standardization and system deployment, mostconsumers are still suspicious of online transactions. The causes are, otherthan po
or recognition about security technology and business flow controls, trust iss ues in aspects of individual and societal psychology, and business relationship. This thesis develop a theoretical framework for organizing therelationships among trust and security 、social contracts、electronic broker 、transaction costs, and their effects on business operations of electronicmarketplaces, in particular, marketing、negotiation and engagement、transactionand order fulfillment. Based on interviews with practitioners and content analysis of web sites of electronic marketplace at Taiwan, together with literatures surveyed, the framework help verify and make clear the importanceand influence of security and trust issues in business operations of electronic marketplaces at Taiwan.
The findings are organized and presentedin eleven propositions in five catego ries. First, safety of electronic commerce consists of both psychological trustand technological security with complementary importance. Second, technolo
gicalsecurity enhances the growing of trust, and trust reinforces the confidence andapplication of security technology. Third, business operations of an electronicmarketplace, from marketing、negotiation and engagement、transaction to order fulfillment, must be facilitated safety of electronic commerce. Forth,mechanisms of social contracts enhance trust and then help promote marketing.
Fifty, electronic brokerage enhances security and trust to facilitate business operations in marketing、negotiation and engagement、transaction and order fulfillment. As for transaction cost, safety of electronic commerce can reduce
transaction cost and then facilitate business operations. With the framework and propositions, this thesis clearly identifies the role and aspects of security and trust issues in the digital age, as typified in electronic marketplaces. The results establish and signify its importance.Research findings also facilitate further discussion and management recommendations.
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