初始网络信任和持续网络信任形成与作用机制比较  

Comparative study on formative and functional mechanism of initial and sustainable online trust

作　　者：陈明亮[1] 汪贵浦[2] 邓生宇[1] 孙元[1] 

机构地区：[1]浙江大学管理学院,杭州浙江310058 [2]浙江工业大学经贸管理学院,杭州浙江310023

出　　处：《科研管理》2008年第5期187-195,共9页Science Research Management

基　　金：国家自然科学基金资金资助项目“支撑新一代客户关系管理软件的基础理论研究”(编号:70372020),2004年-2006年;国家自然科学基金资金资助项目“政府客户关系管理基础理论及其在电子政务中的应用研究”(编号:70671092),2007年-2009年

摘　　要：网络信任的缺位是制约电子商务进一步发展的主要瓶颈,探讨消费者信任的决定要素及由此产生的行为意愿,对于指导业界制定正确的消费者信任提升策略具有重要意义。本研究认为,无网络购物经验消费者初始信任的形成和作用机制与有网络购物经验消费者的持续信任形成和作用机制存在较大差异,为此,分别建立了两类消费者的网络信任模型。基于B2C和C2C网站消费者的大样本数据,采用结构方程建模方法,实证检验了理论模型和相应的一系列假设。研究结果表明:(1)两类信任的形成机制存在明显差异。无网络购物经验的消费者,基于对卖家声誉、网站安全性和网站易用性等反映客体(卖家和网站)特征的因素的感知,判断是否应当信任卖家;有网络购物经验的消费者,则更依赖对商家响应能力和联系沟通水平等反映双方互动特征的因素的体验,判断是否应当继续信任卖家。(2)两类信任的作用机制相似。不论是网络初始信任还是网络持续信任,都决定了消费者的信息提供意愿和网上购物意愿,并且网上购物意愿与信息提供意愿正相关。The deficiency of online trust is the main bottleneck for electronic commerce＇ s further development. In order to guide electronic commerce industry to make a good consumer trust promotion strategy , it is very important to explore determinants and behavioral intention of online trust. The formative and functional mechanism of initial online trust for no online shopping experience consumer is different from that of sustainable online trust for experienced consumer. The online trust models for two kinds of consumer are proposed separately. Based on the large sample from B2C and C2C website consumers, the SEM method is employed to test the online trust theoretical model and a series of corresponding hypotheses. Firstly, it is found that the vendor＇ s reputation, the website security, and easy to use are the determinants of initial online trust for no online shopping experience consumer and response ability and communication level are more important determinants of sustainable online trust for experienced consumer. Secondly, the initial online trust and sustainable online trust determine intention of the information provision and intention of online shopping, and two kinds of intention show the positive correlation.

关 键 词：初始网络信任 持续网络信任 信任影响因素 信任行为意愿 比较研究 

分 类 号：C913[经济管理]