摘要
讨论初始信任的涵义和分类,并利用海德平衡理论分析消费者对网上商店的初始信任。从事前因素、结构保证因素、初始信任和行为意图等方面构建消费者对网上商店的初始信任模型,并提出网上商店建立消费者初始信任的若干建议。
This paper discusses the implication and classification of initial trust, and then it analyzes the initial trust of consumers in online stores by using Heider＇s Balance Theory, The authors suggest that the initial trust model can be built on such aspects as former factor, structural assurance factor, initial trust and behavior intentions.
出处
《图书情报工作》
CSSCI
北大核心
2007年第2期51-53,共3页
Library and Information Service
关键词
电子商务
初始信任
结构保证
第三方保证标章
electronic commerce
initial trust
structural assurance
third party seal
