B2C网购初始信任影响因素研究

Research on the Influential Antecedents of Initial Trust in B2C Online Shopping

文中在已有文献的基础上,分析了网上初始信任的内涵,将网上初始信任分为信任信念和信任意向两个维度,而信任信念又包括"能力"、"善意"、"正直"三个方面,总结了影响网上初始信任的前置因素,通过对提出的理论模型进行实证检验以研究网上初始信任的主要影响因素。研究发现:感知企业形象、感知推荐力、感知安全性是信任信念的主要影响因素,而感知网站质量和信任倾向没有显著作用。同时,发现信任信念的"正直"维度是信任意向的主要决定因素。

Based on extant literature, this paper defines online initial trust which consists of trusting beliefs and trusting intentions. The trusting beliefs is conceptually clustered into three related yet distinct dimensions ： ability, benevolence, and integrity. Then this paper explores the influential antecedents of online initial trust and builds an integrated model. Through regression analysis, we find that perceived corporate image, perceived security and perceived reference power are influential antecedents of trusting beliefs, but perceived website quality is found to exert no significant influence on trusting beliefs. Meanwhile,we find little support for the hypothesis that a consumer, s disposition to trust has a direct or a moderating effect on initial trust in an online vendor. Moreover, our research finds that trusting intentions are significantly influenced by consumers, trust in the firm’s integrity rather than their trust in its ability or benevolence.