摘要
本文在电子商务信任和制度经济学相关理论的基础上,对C2C在线交易中用户制度因素感知有效性和用户信任之间的关系采用结构方程模型进行了实证分析。结果表明,这一关系模型拟合度良好;C2C用户对电子商务法律和技术的有效性感知,对第三方中介有效性的感知都将对用户的可靠性信念有着正向影响;用户对在线声誉反馈机制有效性的感知不但对用户的交易可靠性的信任信念有着正向影响,还将影响其对对方善意的信任信念。
Based on relative researches on E-Business trust and Institutional Economics, relationship between users＇ perceived effectiveness of institutional factors and their trust belief are modeled. Then the empirical research is conducted by means of Structural Equation Model. The result shows that the model has a good fitness. Hypotheses are also verified： Perceived effectiveness of Law and Technology, perceived effectiveness of 3rd Party organization can positively influence the reliability of trust belief. Furthermore, perceived effectiveness of Feedback System has a positive influence on both reliability and benevolence of user＇ s trust belief.
出处
《经济管理》
CSSCI
北大核心
2008年第4期91-96,共6页
Business and Management Journal ( BMJ )
关键词
基于制度的信任
信任信念
结构方程模型
institution based trust
trust brief
structural equation model
