英语翻译People make important buying decisions based in part on

英语翻译
People make important buying decisions based in part on their level of trust in the product,salesperson,and/or the company (Hosmer,1995).However,a customer often does not interact with any physical entity or representative of the web vendor when purchasing similar products online.Therefore,it becomes crucial for web vendors to manage how customers perceive the company,and to cultivate a solid reputation and ensure the utmost security for online consumers.Research has identified several crucial dimensions of online consumer perceptions towards the web vendor:perceived trustworthiness (McKnight,et al.,2002),perceived reputation (Jarvenpaa,Tractinsky,& Vitale,2000),and perceived security (Casalo,Flavian,& Guinaliu,2007; Chang & Chen,2009; Yenisey,et al.,2005).
Perceived reputation is the extent to which buyers believe that the selling organization is honest and concerned about its customers (Doney & Cannon,1997).For online vendors entering the market,reputation could be transferred from a variety of mechanisms,such as buzz and word-of-mouth or a vendor's "brick and mortar" existence.For example,companies such as Barnes and Nobles with a strong physical presence prior to introducing online services transfers a higher level of reputation absent for other web vendors who do not have a physical storefront.As perceived reputation of a web vendor has strong impact on the customer's overall perception towards (Jarvenpaa,et al.,2000),a positive perception toward a web vendor's reputation will reduce a consumer's uncertainty and increase assurances and trust about the web vendor (Casalo,et al.,2007).Although some suggested that perceived reputation as the antecedent of and fully mediated by perceived trustworthiness (Pavlou & Dimoka,2006),it is our assertion that the direct effect of the reputation of the web vendor also requires consideration.Initial formations of trust are crucial in supporting online consumer perceptions and behaviors (McKnight,et al.,2002); however,trust may become less salient as the online consumer continues interacting with the web vendor,or as the web vendor becomes more reputable in the marketplace.In other words,the reputation of web vendor may precede any necessity of formations of trust.Therefore,we hypothesis the following:

人们在做购买决策时会在一定程度上依赖于对此产品、销售员以及该公司的信任程度 (Hosmer,1995).然而,顾客在网上购买相似的产品时并不总会与网上销售商的产品或销售员接触.因此,引导消费者如何感知产品、培育一个可靠的声誉、最大限度地保证在线消费者的安全感对网上销售商来说变得非常重要.现有研究已经总结出在线消费者对网上销售商感知的几种重要分类：感知信任度(McKnight,et al.,2002),感知声誉(Jarvenpaa,Tractinsky,& Vitale,2000),和感知安全性 (Casalo,Flavian,& Guinaliu,2007; Chang & Chen,2009; Yenisey,et al.,2005).
感知声誉是指购买者相信卖家是诚信的且关心其顾客的程度(Doney & Cannon,1997).对网上销售商而言,声誉可以从多种途径取得,如蜂鸣营销、消费者口碑或实体店购买体验.例如,像Barnes and Nobles 这样的公司,在网上推介服务之前就具有具有实体（商店）存在,这样就比其它没有实体店的商家有着更大的声誉.由于感知声誉对消费者整体感知有很大的影响(Jarvenpaa,et al.,2000),而商家声誉的正面的感知会减小消费者购买的不确定性、增强对商家的信任感(Casalo,et al.,2007).尽管一些人建议感知声誉如前所述是完全是由感知信任度调节的(Pavlou & Dimoka,2006),所以我们断定网上商家声誉所带来的直接效应需要商家重视.信任的最初形态对支持在线消费者感知和行为非常关键 (McKnight,et al.,2002).然而,当消费者持续与网上销售商接触时,信任这一因素不再那么显著,或者说这个商家在市场上有很好的声誉了.换句话说,网上销售商的声誉比任何形式的信任都更加重要.因此,我们的假设如下：