基于交互感知的网购推荐系统多阶段用户信任模型研究  

Study on Multistage User Trust Model of Online Shopping Recommendation System Based on Interactive Perception

作　　者：李金海[1,2] 何有世[2] 

机构地区：[1]泰州学院,江苏泰州225300 [2]江苏大学管理学院,江苏镇江212013

出　　处：《软科学》2016年第11期140-144,共5页Soft Science

基　　金：国家自然科学基金项目(71302087);江苏省普通高校研究生科研创新计划项目(KYZZ_0287)

摘　　要：基于人际信任理论将用户对推荐系统的信任过程划分为从初始信任到交互信任再到推荐信任的三个阶段。探讨了影响各阶段信任的关键影响因素,并构建了多阶段用户信任的综合模型,分析了平台的信任前因、个人的信任前因以及认知的信任前因对多阶段信任的影响,采用结构方程方法对模型进行了实证检验及分析。研究表明,用户对推荐系统的初始信任主要受信任倾向、正规性和口碑的影响,交互信任主要受初始信任、感知有用性和感知易用性的影响,推荐信任主要受交互信任、感知有用性和感知可靠性的影响。最后,提出了对策建议以及未来研究的方向。Based on interpersonal trust theory, this paper divides the process of user＇s trust in the recommendation system in- to three stages from initial trust to interactive trust and to recommend trust. And then, it discusses the key factors which af- fect trust of each stage and constructs the comprehensive model of multistage user trust. The method of structural equation model is used for empirical test and analysis. Results show that the initial trust is mainly affected by trust tendency, normal- ity and word of mouth; the interactive trust is mainly affected by initial trust, perceived usefulness and perceived ease of use; the recommend trust is mainly affected by interactive trust, perceived usefulness and perceived reliability. Finally, it puts forward useful and the direction of future research

关 键 词：交互感知 初始信任 交互信任 推荐信任 

分 类 号：F713[经济管理—产业经济] F224