網際網路的成長，促使電子商務快速發展。然而，回顧電子商務的市場現況，即使網路購物規模不斷成長，但是卻仍有54.9%的網路商店未能達到損益平衡，主要原因在於激烈的市場競爭環境導致商品毛利率降低，獲利速度減緩。因此，資策會認為網路商店若想在競爭市場中脫穎而出，網站的技術安全必須值得消費者信任。 　　消費者不願意在網路上購買商品或服務，是因為缺乏對網路購物相關安全性的信任與缺乏對網路上企業可靠性的信任。因此，如何建立消費者對網路商店的「信任」，是企業獲得顧客的關鍵因素。 　　過去文獻指出，信任信念能藉由改善網站的結構性確保來提升，且消費者對網站的信任信念會影響到其信任網站的態度。因此，本研究根據文獻探討的方式找出Cialdini影響力模式及其所會影響的消費者信任信念的各個構面，並利用此模式作為結構性確保的實驗變數來設計網站，從中操弄各項實驗變數以探討各種不同影響力原則影響消費者信任信念之效果。接著，再進一步分析各個信任信念分別如何影響消費者的信任態度，以全盤了解消費者初次瀏覽網路商店網站時，利用Cialdini影響力模式所歸納的網站結構性確保所影響之效果。 　　本研究透過實驗室實驗法模擬網路商店的購物情境，並操控不同Cialdini影響力原則所設計的結構性確保，研究結果發現： 1. 除了「好感」原則的結構性確保外，網站中其餘的結構性確保在消費者瀏覽網路商店時，皆會正向影響到消費者的信任信念。 2. 消費者的「認知診斷」、「認知保證」、「認知信心」、「認知能力」、「認知可靠」、「認知嚮往」等信任信念的各個構面，會正向影響消費者的「信任態度」。 / The e-commerce environment has developed rapidly with the fast growth of Internet. However, by reviewing the market status of e-commerce, there were still 54.9% of Internet shops which couldn’t make the profit and loss balance even the internet shopping was growing constantly. The environment was so competitive that the profit margin of product reduced and the rate of making profits slowed down. Therefore, the Institute for Information Industry advised internet shops to enhance their internet security of websites if they wanted to stand out from the competitive environment. 　Consumers are not willing to purchase the products or services due to the lack of trust in the security of the website and credibility of the internet shops. For this reason, the key to gain the consumers is how to make them trust the internet shops. 　Past researches indicated that the consumer’s trusting beliefs can be enhanced by improving the structural assurance of the website. In addition, these trusting beliefs were positively related to the trusting attitude toward the website. Therefore, we identified the constructs of the trusting beliefs which could be affected by Cialdini’s Influence Model from literature review. We used this model to design the structural assurances of the website as experimental variables to probe the differences of consumer’s trusting beliefs under the model’s principles. Furthermore, we understand the effect of structural assurance by analyzing how the constructs of trusting beliefs affected consumers’ trusting attitude when consumers visit the Internet shop at the first time. 　This research manipulated the principles of Cialdini’s Influence Model to design the structural assurance of website and simulated the situation of internet shopping via laboratory experimentation. The research result was shown as below: 1.　The structural assurances designed by Cialdini’s Influence Model were positively related to the trusting beliefs of consumers except the “Liking” principle. 2.　The constructs of consumer’s trusting beliefs were related to the trusting attitude toward the website positively and respectively.

The strategic importance of a well-established banking sector in an economy and the pivotal role trust plays in this sector is well-documented in banking literature. Given this accepted importance of trust, it is surprising that some banks are still exhibiting more signals of distrust than of trust as expected, shattering consumer trust and confidence in the process. In response, governments, through their central banks, occasionally resort to implementing policies that focus heavily on regulation and control. These interventions are usually designed to restore consumer confidence in the banks’ future behaviours as well as providing assurance that exchanges taking place within a banking sector are safe and secure. Surprisingly, consumer trust and confidence are still elusive in some banking sectors, despite all these measures. This mixed-methods, sequential explanatory study explores the concept of trustworthiness by investigating trustworthiness dimensions of banks that drive consumer trust in the Zimbabwean banking sector that is experiencing low trust and confidence levels. To fulfil the objectives of this study, a quantitative research approach (survey) was first employed to explore bank customers’ trustworthiness perceptions on a sample of 400 customers. A qualitative research approach (semi-structured interviews), was then employed to gain a better understanding and clarification of the survey findings. Structural Equation Modeling (SEM) was applied to determine the statistical model that sought to explain the relationship among the variables. Hypotheses were then tested between model constructs to determine their influence on one another. Study findings revealed that shared values, structural assurance and integrity (consistency) are the trustworthiness determinants with the highest positive influence on bank trustworthiness. A negative relationship was found between communication and bank trustworthiness. Competence was found to have an insignificant correlation with trustworthiness. Additionally, both behavioural intentions and affective commitment (relational outcomes) were found to positively influence bank trustworthiness. This study has brought to light how trustworthiness of banks is perceived in a banking sector that is not only experiencing a confidence crisis but also in a country that is experiencing an uncertain economic and political environment within an African banking context. The final model presented in this study can be applied in trustworthiness studies in the financial services sectors, particularly in sectors that are operating in similar uncertain environments. In order to reignite consumer confidence in the banking sector, the RBZ is advised to set tighter corporate governance measures that can put a stop to activities such as insider lending that end up defrauding depositors within the banks. It is also imperative that departments such as Treasury, Risk and Credit within the RBZ and in banks are managed by competent personnel who adhere to the prudential standards of banking. Bank custodians are advised to continuously exhibit trustworthiness behaviours because customers’ trust and confidence can only be restored if there is evidence of sincere behaviours that are regarded as reflecting a trustworthy image. Planning for peak periods in terms of cash and personnel, to avoid prolonged queues and cash shortages that have become an everyday occurrence in the Zimbabwean banking sector is one way banks can improve trust and confidence. Banks should also consider providing services such as financial hardship advisory services and extended loan repayment options that can go a long way in not only assisting their customers to manage their debts, but also to show that banks are taking into consideration their customers’ current challenges and needs. Key stakeholders in the banking sector are also encouraged to share information on key developments integral to the smooth functioning of the banking sector. This information should then be disseminated to the banking public in a unified voice to avoid distortion of information that leads to financial anxiety and further erosion of trust. In the absence of formal timeous communication, bank customers may resort to relying on the grapevine and engage in speculative behaviours which can be very destructive and difficult to correct. / Business Management / D.B.L.