国外网络信任研究述评

Literature Review on the Research of Online Trust in Foreign Countries

研究采用内容分析法、专家咨询法等办法对2000年至2012年国外关于网络信任研究的现状进行了探究,从网络信任的影响因素研究、网络信任的结构研究及其潜在影响研究三个方面进行了系统回顾。主要结论如下:第一,网络信任的影响因素主要有信任者特征、被信任对象特征及交往媒介特征三个方面。第二,网络信任具有多维的结构层次,主要包括正直、善意和能力三个成分。网络信任的测量主要有问卷调查法、量表法和实验法三种形式。第三,网络交往活动的不同,其潜在影响的表现形式也不尽相同,但共同点都在于:信任作为一种态度,将会对信任者的态度及行为倾向产生重要影响。第四,网络信任研究虽日益深入细致,并取得丰富的研究成果,但仍有亟需完善之处。

The research adopts content analysis,Delphi method to study the research status of online trust in foreign countries from the year of 2000 to 2012,which makes an overall review on the influential factors of online trust,the structure of online trust and the consequences of online trust.The conclusions are as follows：firstly,the influential factors of online trust are respectively the characteristics of the one who trusts,the one who is trusted and the characteristics of communication media.Secondly,the structure of online trust is multidimensional,which constitutes integrity,sincerity and ability.Thirdly,different online activities lead to different influence.But the common thing is that trust affects the attitudes and manners of the person who gives trust.Fourthly,the study on online trust has made great progress,but it also needs improvement.