婚恋网站初始信任影响因素模型研究

Research on Factor Model of Dating Sites’ Initial Trust

在文献筛选的基础上,构建一个初始信任的概念模型,分析7个前因变量(市场感知度、舆论效度、结构良度、信息质量、界面友好度、保障体系、信任倾向)对婚恋网站初始信任的影响。在问卷调查的基础上,运用SPSS19.0和Lisrel8.8对模型进行实证检验和分析。研究结果表明:市场感知度、舆论效度、信息质量、界面友好度、保障体系和信任倾向对潜在用户初始信任的影响显著,最后提出对策建议以及研究展望。

This paper constructs a conceptual model of initial trust and analyses the effect of the seven antecedent varia- bles （market perception, public validity, structure quality, information quality, window friendly, security system, trust orientation） on the initial trust of the dating sites based on the literature screening. Using SPSS19.0 and Lisrel8.8 to do an empirical test and analysis of the model on the basis of the questionnaire, and the results show that market perception, public validity, information quality, window friendly, security system and trust orientation can affect the initial trust of potential users significantly. Finally, suggestions and research prospects are put forward.