消费者视角下的虚拟社区信任研究

Study on the Trust in Virtual Community from Consumers Perspective

虚拟社区信任包含技术信任、制度信任和人际信任三个层次。虚拟社区信任对消费者的参与行为和商业行为产生直接影响。虚拟社区信任存在一个产生、保持和终止的动态演化过程。消费者对虚拟社区存在初始信任、持续信任和不信任等三种心理状态。在虚拟社区信任演化过程中,不同阶段的信任受到影响的因素各不相同。

Trust in virtual community consists of technological trust, institutional trust and interpersonal trust. It has direct influence on the participation behavior and business behavior of consumers in virtual community. Trust in virtual community develops by a dynamical evolution process of generation, maintenance and termination. Consumers in virtual community can have three psychological states, i.e. initial trust, sustainable trust and distrust. Trust in different stages tends to be affected by different factors in the dynamical evolution process of trust in virtual community.