众包参与者初始信任影响因素研究

从个人信任倾向、感知网站因素、结构保障以及个人动机4个方面探讨众包参与者初始信任的影响因素.实证分析结果显示:感知风险、感知网站易用性、信任立场、感知第三方保障与初始信任之间具有非常显著的关系;潜在收益、感知网站声誉、感知网站规模与初始信任具有较强的显著性;感知网站声誉、感知网站规模与可靠性无关;对人性的信心、感知法律与技术保障对信任信念维度中的可靠性和善意均无显著性;对人性的信心、信任立场与感知第三方保障、感知法律与技术保障具有非常显著的关系.

Study on Influencing Factors on Initial Trust of Crowdsourcing Participants

Explores the influence factors of initial trust by crowdsourcing participants from four aspects: personal trust tendency, perceived website factor, structural guarantee and personal motivation. The results of empirical analysis show that: Perceived risk, perceived website usability, trust position, perceived third-party security and initial trust are very significant. Potential benefits, perceived website reputation, perceived website size and initial trust are highly significant.perceived website reputation, perceived website size and reliability are unrelated. Confidence in human nature, perceived law and technical support are not significant in the reliability and goodwill of the trust belief dimension. There is a very significant relationship between human confidence, trust position and perceived third-party protection, perceived legal and technical support.