摘要
最近的许多实证研究证明,不信任和信任是两个相互关联但不同结构的一对概念。但是,到目前为此,人们对不信任和信任前置因素的差异还缺乏深入的理论和实证研究;为此,试图应用赫兹伯格的双因素理论和加纳模型以及结构方程,探讨不信任和信任前置因素的差异;实证研究证明,不信任与信任存在不同的前置因素,但激励因素对信任的影响和保健因素对不信任的影响并不像假设的一样,完全一一对应。这些发现对中国电子商务运营商具有重要的实践指导意义。
Many recent empirical studies have shown that distrust and trust are two related but different structures.However,there are no in-depth theoretical and empirical research on the antecedents differences of online shopping distrust and trust;The paper shall discuss the antecedents differences of online shopping distrust and trust with Herzberg two-factor theory and KNAO model as well as structural equation;the empirical research shows that there is different antecedents between distrust and trust,but the impact of incentives factors on trust and health factors on the impact of distrust is not as hypothetical as fully corresponded.These findings have important practical significance for the Chinese e-commerce operators,
出处
《科技管理研究》
北大核心
2010年第21期171-175,共5页
Science and Technology Management Research
基金
广东省自然科学基金资助项目(8151064007000001)
