网络购物中的信任

心理科学进展 ›› 2011, Vol. 19 ›› Issue (8): 1205-1213.

网络购物中的信任

管益杰;陶慧杰;王洲兰;宋艳

(¹北京师范大学心理学院; ²北京师范大学认知神经科学与学习研究所, 北京 100875)

收稿日期:2010-12-14 修回日期:1900-01-01 出版日期:2011-08-15 发布日期:2011-08-15
通讯作者: 管益杰

Trust in Online Shopping

GUAN Yi-Jie;TAO Hui-Jie;WANG Zhou-Lan;SONG Yan

(¹ School of Psychology; ² Institute of Cognitive Neuroscience and Leaming, Beijing Normal University, Beijing 100875, China)

Received:2010-12-14 Revised:1900-01-01 Online:2011-08-15 Published:2011-08-15
Contact: GUAN Yi-Jie

摘要/Abstract

摘要： 信任是委托方基于积极期望自愿接受受托方行为的意向。网络购物中的信任可分为信任倾向、制度信任、信任信念(商家信任)和信任意向。个体经验、个性倾向和认知影响信任倾向; 网络安全机制建设和独立的第三方服务影响制度信任; 网站使用体验、商家信誉和商家规模影响信任信念; 信任倾向、制度信任、信任信念三者共同作用于信任意向, 进而影响信任行为。未来的研究应关注网络购物信任随时间的变化规律, 文化对网络购物信任的影响, 消极事件后信任重建等问题。

关键词: 网络购物, 信任意向, 信任倾向, 制度信任, 商家信任

Abstract: Trust is the willingness of a party to be actions of another party based on the positive expectation. Trust in online shopping includes disposition to trust, institution-based trust, trusting beliefs (trust in e-vendor) and trusting intentions. Personal experiences, personality and cognition influence disposition to trust. Security construction of Internet and service of the third-party institution influence institution-based trust. Practice of the Web, e-vendor reputation and e-shop size influence trust belief. The future researches may focus on the conception of trust in online shopping, the development of trust, cultural effect in trust and regaining trust after negative events.

Key words: online shopping, trusting intention, disposition to trust, institution-based trust, trusting beliefs

管益杰;陶慧杰;王洲兰;宋艳. (2011). 网络购物中的信任. 心理科学进展 , 19(8), 1205-1213.

GUAN Yi-Jie;TAO Hui-Jie;WANG Zhou-Lan;SONG Yan. (2011). Trust in Online Shopping. , 19(8), 1205-1213.