基于ELM的网上信任两阶段发展模型  

Online Trust Two-Stage Development Model based on ELM

作　　者：周涛[1,2] 

机构地区：[1]华中科技大学管理学院,武汉430074 [2]杭州电子科技大学管理学院,杭州310018

出　　处：《图书情报工作》2009年第12期133-135,148,共4页Library and Information Service

摘　　要：基于ELM理论,构建网上信任的两阶段发展模型。认为由于用户较低的动机或能力,初始信任的形成和发展将经由外围路线受到声誉、结构保障、信任倾向、网站质量等因素的影响。随着用户与网站持续的交互,其动机或能力得到提高,使得重复信任的发展经由中心路线,受到服务质量、网站质量、满意度、熟悉度等因素的影响。信任包括4个维度:能力、善意、诚实、可预测性,将影响用户行为动机和实际行为。Based on Elaboration Likelihood Model （ELM）, the paper establishes a model describing online trust development path under B2C environment. Due to the low motivation or ability, initial trust will be built and developed along the peripheral route and in- fluenced by reputation, structural assurance, trust disposition and website quality. With more interaction, user motivation or ability will be improved. Thus repeat trust will be developed along the central route and influenced by service quality, website quality, satisfaction and familiarity. Trust involves four dimensions： ability, benevolence, integrity and predictability, and will influence behavioral intention and further determines actual behavior.

关 键 词：详尽可能性模型 网上信任 初始信任 重复信任 

分 类 号：F49[经济管理—产业经济]