网络信任的形成及影响因素研究——以微博为例

Formation of Network Trust and Its Influencing Factors--An Empirical Study on Micro-blog

本文构建了一个基于期望确认理论的网络信任影响机制研究模型。使用423份微博用户问卷调查数据,通过偏最小二乘法验证了研究模型的可靠性。研究结果发现:(1)微博用户的网络信任主要受到持续使用意愿和满意度的正向影响;(2)用户体验和感知价值正向影响满意度,感知价值和满意度正向影响持续使用意愿;(3)用户体验对持续使用意愿的影响不显著,持续使用意愿和满意度在感知价值与网络信任之间起中介作用。研究模型具有较好的预测能力,揭示了微博用户网络信任的影响机制,解释了微博用户从使用体验到网络信任的形成过程。

This paper constructs a research model of online trust influence mechanism based on the expectation confirmation theory,using the survey data of 423 micro-blog user questionnaires to verify the reliability of the research model by partial least squares method(PLS-SEM).The results of the study found that:(1)Micro-blog users’trust in the network is positively affected by the willingness to continue using and satisfaction;(2)User experience and perceived value positively affect satisfaction,and perceived value and satisfaction positively affect willingness to continue using;(3)User experience has no significant influence on the willingness to continue to use,and the willingness to continue to use and satisfaction play a mediating role between perceived value and network trust.The research model has good predictive ability.It reveals the mechanism that affects micro-blog users’trust in the network,and explains the process of micro-blog users from experiencing the network to trusting the network.