电子商务环境下消费者信任研究述评

信任不仅是传统营销中影响消费者行为的一个重要因素,而且在网络营销中更加重要。在线消费者信任即电子商务中消费者对网站及其运营商的信任。在线信任的形成经历了从缺乏信任到初始信任、再到高度信任的过程,可分为探索阶段与承诺阶段,相应形成了最初信任与持续信任。在线信任的前提要素可以分为五类,对最初信任与持续信任的影响度不同。通过对在线信任研究的评述,以期对网上零售商的经营提供信任方面的理论依据。     

基于网络信任惯例的众创团队簇协作能力互信机制研究

基于众创团队簇多阶段信任关联中存在的主体地位差异性、信任情景不确定等问题,以网络信任惯例为切入点,系统提出了团队簇协作能力互信机制分析框架。以网络信任惯例研究的复杂节点信任行为、循环交互信任模式和拓展演化信任路径为分析维度,从多团队协作互信存在的多主体、多阶段、动态性信任情景出发,总结了协作能力互信机制的概念,并梳理出机制研究关注的多元信任对象、动态信任基础以及信任机制的长效稳定性导向。借助和谐主题辨析的EOL模型,归纳出多团队协作创新在初创期、发展期和转型期面临的知识位势、角色互惠以及能力跃迁要求下的协作能力互信主题,构建了包括面向初创期认知信任、发展期结构信任以及转型期情感信任在内的互信机制,拓展了网络惯例内涵的应用范围,解构了团队簇协作能力互信的概念特征和问题导向,基于和谐主题辨析方法,丰富了协作信任效应的研究思路,对建立完善复杂动态竞争环境中的多团队间创新信任协作机制具有一定参考价值。     

A trust game in loss domain

In standard trust games, no trust is the default, and trust generates a potential gain. We investigate a reframed trust game in which full trust is default and where no trust generates a loss. We find significantly lower levels of trust and trustworthiness in the loss domain when full trust is default than in the gain domain when no trust is default. As a consequence, trust is on average profitable in the gain domain, but not in the loss domain. We also find that subjects respond more positively to higher trust in the loss domain than in the gain domain.     

信任、交易成本与商业信用模式

本文研究信任这一非正式制度对企业交易成本和商业信用模式的影响。以我国各省的信任调查数据为研究基础,本文发现地区间信任差异将导致企业的签约形式显著不同,商业信用模式存在较大差异。地区间信任度越低,该地区企业的签约成本越高,具体表现为:企业较多地采用预付账款和应付票据等成本较高的商业信用模式,且相应的销售费用和折扣支出也越多。与以往文献关注法律等正式制度安排的差异不同,本文不仅验证了转轨经济环境下信任等非正式制度的重要性,同时还为"地区"与"个体"间信任的传递特征提供了经验证据,这有助于深入理解我国现阶段企业交易行为和"地区"与"个体"间的信任关系。     

基于云模型的需求端粮食供应链信任研究

信任有助于企业间的合作,不同信任类型的选择会产生不同的合作效率。运用云模型对需求端粮食供应链企业间的信任度进行评价,帮助选择合适的信任类型。利用信任决策逻辑证明信任类型选择的正确性。研究结果表明:粮食加工方和粮食生产者的关系型信任处于较高信任等级,计算型信任处于较低信任等级,应选择关系型信任;粮食加工方和粮食经销方的关系型信任处于较低信任等级,计算型信任处于较高信任等级,应选择计算型信任。信任决策逻辑的分析验证了研究结果的正确性。     

员工的信任结构与知识共享

信任是员工在组织内实现知识共享的重要心理机制。本文通过对208个样本的基于认知的普遍信任和基于组织成员身份的组织信任的测量,证明了普遍信任与组织信任相互独立并存在一定程度的相关。通过回归分析,普遍信任中性善认知因素、组织信任中组织行为信任因素对于员工知识共享的意愿与行为有着更高程度的影响。从一个角度说明中国人不仅不缺乏普遍信任,而且与他人共享知识的行为也不完全以“情感关系”为特征。     

Does trust favor macroeconomic stability?

This paper investigates the relationship between trust and macroeconomic volatility. An illustrative model rationalizes the relationship between trust and volatility. In this model, trust relaxes credit constraints and diminishes investment’s procyclicality. I provide empirical evidence for the basic predictions of the model. Then, I show that higher trust is associated with lower macroeconomic volatility in a cross section of countries. This relationship persists when various covariates are taken into account. I use inherited trust of Americans as an instrumental variable for trust in their origin country to overcome reverse causality concerns. Using changes in inherited trust over the 20th century, I do not find clear evidence that increasing trust is also associated with decreasing volatility across time at the country level.     

从被动到主动 ——关系型信任及其对企业合作的影响

社会的变迁使我国社会结构和利益关系发生了巨大的变化,社会主体之间的关系型信任也有很大的改变。本文通过深入的实证研究,揭示了关系型信任的结构、来源以及对企业合作的影响。研究结果表明,关系型信任中的主动型信任是在被动型信任的基础上发展而来的,企业合作关系的建立主要依赖于主动型信任而非被动型信任。良好的声誉有利于建立被动型信任,有助于企业选择合作伙伴,企业间沟通和互惠对主动型信任有显著的积极影响,最终促进企业间的持续合作。本文的研究不仅丰富了关系型信任理论,也为企业在管理实践中建立和改进与合作伙伴之间的信任关系提供了有益的借鉴。     

Learning to trust strangers: an evolutionary perspective

What if living in a relatively trustworthy society was sufficient to blindly trust strangers? In this paper we interpret generalized trust as a learning process and analyse the trust game paradox in light of the replicator dynamics. Given that trust inevitably implies doubts about others, we assume incomplete information and study the dynamics of trust in buyer-supplier purchase transactions. Considering a world made of ??good?? and ??bad?? suppliers, we show that the trust game admits a unique evolutionarily stable strategy: buyers may trust strangers if it is not too risky to do so. Examining the situation where some players may play either as trustor or as trustee we show that this result is robust.     

Trust,trust games and stated trust: Evidence from rural Bangladesh

Levels of trust are measured by asking standard survey questions on trust and by observing behavior in a trust game using a random sample in rural Bangladesh. Follow-up questions and correlations between stated expectations and the amount sent in the trust game reveal that the amount sent is correlated with a general measure of trust. The trust and need motives combined with expectations explains differences in amounts sent, and this highlights the potential importance of motives that cannot be inferred directly from people's behavior and expectations alone.     

DOES SOCIAL TRUST INCREASE INDIVIDUAL HAPPINESS IN JAPAN?*

Economists are mainly interested in trust as being growth enhancing, but whether trust is well‐being enhancing is underexplored. This paper examines if trust is intrinsically valuable by using individual happiness data from Japan. I attempt to mitigate the problem of non‐random selection of residents by restricting the sample to non‐movers. I also address reverse causality by instrumenting trust with residential stability, as trust should be higher for a more stable community. I find that trust has positive and significant effects on individual happiness. The instrumental variables approach suggests that social trust has a causal effect on individual happiness.     

The role of trust in the 2008 financial crisis

Financial transactions require trust. This paper analyzes the role of trust in the context of the 2008 financial crisis. In order to find a role for trust, we need to find a role for trust in a standard economic model which differs from the rational expectation of the equilibrium outcome. It is argued that trust dropped dramatically in the Fall of 2008. The consequences and effects of this drop in trust are discussed.     

A sticky trait: Social trust among Swedish expatriates in countries with varying institutional quality

Social trust is linked to many desirable economic and social outcomes. Using new data from a representative sample of 2668 Swedish expatriates, we examine the robustness of high social trust in countries with different levels of institutional quality. The results suggest that individual trust decreases with length of stay in countries with high corruption and low rule of law. The effect is relatively small and driven by expatriates who were aged 30 years or below upon arrival to the new country. While other studies have found that trust among migrants adapts to destination country trust levels, we find that after the (approximate) age of 30, high trust is a sticky personality trait. The results are robust to controlling for a large array of individual characteristics (including age) and support the view that social trust is sensitive to events that occur early in life.     

The Relationship between Behavioral and Attitudinal Trust: A Cross-cultural Study

We study the relationship between trust in an experiment and trust measured by means of popular survey items in different countries. Students from Chile, Colombia, India, Mexico and Sweden participate in a public goods game experiment and answer a set of standard attitudinal survey questions about trust. We find that behavioral trust and attitudinal trust significantly differ among countries. Behavioral trust is highest in Sweden, followed by Latin America, and lowest in India. Attitudinal trust is highest in Chile and Sweden, followed by India and Mexico, and lowest in Colombia. Further, the predictive power of survey items also differs among countries. Trust measured by survey items is significantly related to behavioral trust in some but not in all societies. No single survey item predicts actual trust across all countries. Plausible explanations of the inconsistent relationship between behavioral and attitudinal trust across countries are discussed.     

Cooperation,Trust and Economic Development: An Experimental Study in China

Many previous empirical studies have suggested that cooperation and trust affect economic growth. However, the precise relationship between trust and cooperation (i.e. whether trust leads to cooperation or cooperation leads to trust) remains unclear and it is not known how the level of economic development affects the level of cooperation and trust. Using a combination of public goods, gambling game and trust game experiments, we investigate the links among cooperation, trust and economic development in four regions of China. Our results suggest that, first, there is a U‐shaped or V‐shaped relationship between cooperation and economic development. Second, on the one hand, cooperation leads to trust, and on the other hand, more cooperative behaviour may be created by rewarding trusting behaviour. Third, men are more cooperative and trusting than women. Furthermore, we find that the widely used ‘GSS trust’ question from the General Social Survey (GSS) does not predict either cooperation or trust, whereas the questions ‘GSS fair’ and ‘GSS help’ have weak predictive power for trusting behaviour but not for cooperative behaviour.     

转型期中国县级政府的客观治理绩效与政治信任——从“经济增长合法性”到“公共产品合法性”

善治是中国政府的执政要务,政治信任反映着公民对政府治理的认可和支持。文章利用2008年中国公民意识调查及政府统计数据,实证分析了政府治理绩效的主观和客观维度对政治信任的影响。研究发现,公民对政府在经济增长、民生福利、纯公共产品领域治理绩效的回顾性和前瞻性积极评价都正相关于政治信任;纯公共产品提供的主观评价对政治信任的影响大于经济增长和民生福利。县级政府的客观治理绩效对政治信任有重要影响,在高人均福利支出、低基尼系数和低失业率的县级单位,政治信任更高,而人均GDP反而微弱地负作用于政治信任。因此,尽管经济增长仍然是政治信任的重要来源,但民生福利和纯公共产品正赶上并超越经济增长,成为公民提供政治信任的新源泉。     

FARMERS’ WILLINGNESS TO COOPERATE IN ECOSYSTEM SERVICE PROVISION: DOES TRUST MATTER?

Ecosystem service provision in agriculture may require cooperation between farmers. Trust fosters cooperation in many economic and social interactions and is important to the success of traditional agricultural cooperatives. Little is known about how trust affects farmers’ willingness to cooperate to provide an ecosystem service, what types of trust are most important, and under what conditions trust may matter. In this study, we present results of a survey of Missouri crop farmers exploring the role trust plays in farmers’ stated willingness to cooperate to control pests. We find that most farmers say they are willing to cooperate, and most farmers are willing to trust others. However, we find little evidence that trust positively influences farmers’ willingness to cooperate to control pests. Instead, we find that trust may only matter under certain conditions, such as when participants’ farms are dissimilar, and that other determinants, such as the perceived benefit of cooperation and environmental concern, are more important than trust to farmers who are contemplating cooperation to control pests.     

Whom do you distrust and how much does it cost? An experiment on the measurement of trust

We advance the measurement of trust in economics in two ways. First, we highlight the importance of clearly identifying the target of trust, particularly for obtaining concordance between attitudinal and behavioral measures of trust. Second, we introduce a novel behavioral measure of (dis)trust, based on individuals? willingness to pay to avoid being vulnerable to the target of trust. We conduct an experiment in which we vary the target of trust among passersby at several locations around a city, measuring both behavioral distrust and trust attitudes towards these varying targets. We find that subjects discriminate based on perceived characteristics of different targets in determining whether to trust, in a manner consistent with trust elicited using attitudinal measures and with actual trustworthiness. Risk aversion and altruism do not correlate highly with our measure of distrust.     

THE INTERPLAY OF INEQUALITY AND REFERENCE DEPENDENCE WITH TRUST AN EXPERIMENTAL STUDY

Using a canonical trust game, we investigate whether the inequality of endowment between trustor and trustee and the acquired versus permanent financial state affect trust and trustworthiness. We found that trust and trustworthiness are reference‐dependent and that individuals with permanent financial state receive more trust and are more trustworthy than others. In our experiment, unequal endowments do not significantly affect trust, but trustworthiness increases significantly when the trustor is poorer.     

Collective Trust Behavior*

This paper investigates trust behavior in situations where decision‐makers are large groups and the decision mechanism is collective. Theories from behavioral economics and psychology suggest that trust in such situations may differ from interindividual trust. The experimental results here reveal a large difference in trust but not in trustworthiness between the individual and collective setting. Furthermore, a field experiment captures the determinants of collective trust behavior among two Swedish cohorts. Beliefs about the other group and one's own group are strongly associated with collective trustworthiness and trust behavior.