虚拟社区在线信任的影响因素:来自元分析的证据  

Influencing Factors of Online Trust in Virtual Communities:Evidences from Meta-Analysis

作　　者：刘迎春[1] 李瑞 王倩[1] 高瑱涛 谢年春 LIU Ying-chun;LI-Rui;WANG-Qian;GAO Zhen-tao;XIE Nian-chun(College of Education Science and Technology,Zhejiang University of Technology,Hangzhou 310023,China;Hangzhou Jianhong Exprimental School,Hangzhou 310005,China)

机构地区：[1]浙江工业大学教育科学与技术学院,浙江杭州310023 [2]杭州市笕弘实验学校,浙江杭州310005

出　　处：《情报科学》2021年第10期32-39,共8页Information Science

基　　金：国家社会科学基金项目“社交媒体中基于群体深度交互的信任生成研究”(17BTQ067)。

摘　　要：【目的/意义】为了明确虚拟社区中在线信任与其前置变量和后置变量的关系和影响程度,提升研究结论的普适性。【方法/过程】采用元分析研究方法,对国内外102项涉及在线信任的实证研究进行量化综述。【结果/结论】研究结果表明,前置变量中,社群认同、感知专业性、信息质量、服务质量、社区支持、共同愿景、动机对在线信任的影响最为显著;后置变量中,付费意愿、使用意愿、态度是在线信任影响最显著的三个因素。同时,研究识别出样本量、样本类型、性别以及社区类型这四个方法学特征是不同研究之间存在异质性的部分来源,对特定影响因素具有一定的调节作用。【创新/局限】本研究梳理了信任影响关系,部分解释了相关研究结论不一致的问题,为虚拟社区在线信任的进一步研究和应用提供理论依据;但基于少量研究的调节变量分析应该谨慎解释,后续研究应该发现更多能调节在线信任关系的变量。【Purpose/significance】In order to clarify the relationship and influence between online trust and its causes and consequences in the virtual community,enhance the credibility of the research conclusions.【Method/process】A meta-analysis research was used to quantitatively summarize 102 empirical studies involving online trust from both domestic and overseas.【Result/conclusion】The research results show that among the pre-variables,community identity,perceived professionalism,information quality,service quality,community support,shared vision,and motivation have the most significant impact on online trust;among the post-variables,willingness to pay,willingness to use,and the attitude are the three factors that affect online trust the most.At the same time,the study identified four methodological characteristics of sample size,sample type,gender,and community type as part of the source of heterogeneity between different studies and has a certain regulatory effect on specific influencing factors.【Innovation/limitation】The study sorted out the relationships between the trust and its influencing factors and addressed some related questions with inconsistent results,which provides references for future studies on online trust,however,the moderating variable analysis based on a small number of studies should be interpreted cautiously,and follow-up research should find more variables that can adjust online trust relationships.

关 键 词：虚拟社区 信任 影响因素 元分析 调节效应 CMA 

分 类 号：G252.0[文化科学—图书馆学]