不同信任形成模式的初步评估:第三方背书对网上购物的影响

36th Annual Hawaii International Conference on System Sciences, 2003. Proceedings of the Pub Date : 2003-02-06 DOI:10.1109/HICSS.2003.1174443

Sarah P. W. Shek, C. Sia, Kai H. Lim

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引用次数: 31

摘要

本研究考察了Mayer的基于因素的信任建立模型和McKnight的基于过程的信任形成模型。它批判性地概述了信任形成的两种不同模型，并使它们适应在线环境中的应用。通过一系列的案例研究，我们对哪种模式更适合在线购物者的行为进行了初步评估。我们通过对网络购物者的案例和访谈来了解信任是如何在新的网络购物体验中形成的，并初步了解第三方认可对信任建立的有效性。我们关注满意客户的个人认可和门户关系的比较影响。访谈结果提高了我们对网络信任形成和网络消费者购买意愿的理解。此外，本研究提出了一些假设，并建议互联网公司应该如何利用不同的代言策略。

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A preliminary assessment of different trust formation models: the effect of third party endorsements on online shopping

This study investigates two trust building models - Mayer's factor-based model, and McKnight's process-based model of trust formation. It critically outlines the two different models of trust formation and adapts them for application in an online environment. Through a series of case studies we undertake a preliminary assessment of which model fits better to online shopper behaviors. We use the cases and interviews of online shoppers to understand how trust is formed in new online shopping experiences, and develop preliminary insights into the effectiveness of third party endorsements for trust building. We focus on comparative impact of satisfied customers' individual endorsements and portal affiliation. The findings of interviews raise our understanding of online trust formation and online consumer buying intentions. Also, this study raises a number of hypotheses, and suggests how Internet firms should utilize different endorsement strategies.

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36th Annual Hawaii International Conference on System Sciences, 2003. Proceedings of the

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