C2C网上拍卖交易前初始信任影响因素研究  

Research on the Influencing Factors of Initial Trust before Trading in C2C Online Auctions

作　　者：田剑[1] 梁国宏[1] TIAN Jian;LIANG Guohong(School of Economics and Management,Jiangsu University of Science and Technology Zhenjiang 212003)

机构地区：[1]江苏科技大学经济管理学院,江苏镇江212003

出　　处：《信息系统学报》2013年第1期52-63,共12页China Journal of Information Systems

基　　金：教育部人文社会科学研究规划项目(10YJA630143).

摘　　要：在技术接受模型的基础上,提出了C2C网上拍卖交易前的初始信任理论模型,通过问卷调查法获取研究数据,采用结构方程建模方法验证了所提出的模型假设.通过实证研究得出如下结论:投标人信任倾向、感知拍卖人声誉、感知拍卖网站安全性、感知拍卖网站有用性对初始信任有显著的正向影响;感知拍卖网站易用性通过感知拍卖网站有用性间接影响初始信任.Based on the TAM modelconstructed a theoretical mode of initial trust before trading in C2C online auction,Collecting data from questionnaire survey,we used the structural equation modeling to verify the given hypotheses.Through the empirical tesearch.some conclusions were given as follows:Bidder's trust tendency.Perceptive auctioneer's reputation Perceptive the security of auction site and Perceive the usefulness of auction site has a sienificant influence to the initial trust;Perceive the ussbility of auction site through Perceive the usefulness of auction site indireetly affect the initial trust.

关 键 词：网上拍卖 初始信任 技术接受模型 

分 类 号：F274[经济管理—企业管理]