基于ELM的网上用户初始信任影响因素研究  

Factors Impacting Online User Initial Trust based on ELM

作　　者：周涛[1] 鲁耀斌[2] ZHOU Tao;LU Yaobin(School of Management,Hangzhou Dianzi University,Hangzhou 310018;School of Management,Huazhong University of Science and Technology,Wuhan 430074)

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

出　　处：《信息系统学报》2009年第1期48-56,共9页China Journal of Information Systems

基　　金：国家自然科学基金重点项目“移动商务的基础理论与技术方法研究”(70731001);教育部新世纪人才支持计划(NCET-08-0233);浙江省教育厅科研项目(Y200805044)资助。

摘　　要：由于用户感知的高风险和互联网的低转换成本,建立用户的初始信任对于网站来说至关重要。已有的研究往往从TAM、信任的转移等角度考察影响初始信任建立的因素,很少从双重认知处理的角度来考虑信任的构建。本文基于ELM(详尽似然模型),分析了经由中心路线的论据质量和经由外围路线的来源可信性对初始信任的不同作用。对收集的193份有效数据采用LISREL进行分析,结果表明论据质量、来源可信性、自我效能对初始信任具有显著作用。此外,调节作用检验表明,自我效能正向调节论据质量对初始信任的作用,而负向调节来源可信性对初始信任的作用。Due to the inherent high risk and low switching cost of Internet.building user initial trust is crucial for websites.Extant research has often examined the determinants of initial trust from the perspectives of TAM and trust transference,and seldom considered trust building from the perspective of dual cognitive processing.Drawing on ELM,this research analyzed the different effect of argument quality via the central route and source credibility via the peripheral route on initial trust.193 valid papers were collected and were analyzed with LISREL.The results show that argument quality,source credibility and self-efficacy have significant effect on initial trust.Moreover,self-efficacy positively moderates the effect of argument quality on initial trust,whereas it negatively moderates the effect of source credibility on initial trust.

关 键 词：ELM 初始信任 网上信任 

分 类 号：C931.6[经济管理—管理学]