网上信用服务对消费者信任感知的影响研究

Research on the Online Credit Services' Influence of Consumers' Perceived Trust

基于个人信任倾向和五大信用服务工具的相关研究提出假设,以五大信用服务工具对消费者信任感知的影响进行实证研究。结果表明,个人信任倾向显著影响消费者对五大信用服务工具的信任感知;声誉反馈和商誉标识对消费者信任感知影响最大。其次为第三方保障服务和信用印章,第三方支付担保的影响不显著;第三方支付显著影响消费者对第三方保障服务和信用印章服务的感知。

Based on the previous researches about online credit services and individual trust tendency to research influencesof five credit services tools on perceived trust, this paper puts forward the research hypotheses. Empirical results show thatindividual trust tendency has significant impact on consumers’ perceived trust in five credit services tools. Reputation feedbackand goodwill marks have the biggest influence on consumers, perceived trust, the second are third party security servicesand credit seals, and the influence of the third party payment guarantee is not significant. Third - party payment significantlyaffect the third party security services and the perceived credit seal services.