中国消费者网络购物中信任与不信任的形成机制

信任作为制约消费者网络购物的关键因素已经得到普遍认可,但是目前对于不信任的研究还很缺乏,尤其是在中国人“信任自己人,不信任外人”的信任模式下,消费者在网络购物中所面对的恰恰都是所谓的“外人”,这就使得对于“不信任”的研究在我国尤为重要。论文把不信任纳入到研究模型中来,分析了信任的三个维度：能力、正直和善意分别对信任和不信任的影响。研究结果表明：能力发挥了“激励因素”的作用,而正直和善意发挥了“保健因素”的作用;同时论文还进一步分析了信任和不信任对消费者行为的影响,发现信任和不信任对消费者信息提供意愿的影响不显著,但是不信任比信任对消费者购买意愿的影响更大。

The Different Mechanism of Online Trust and Distrust Formation in Chi- nese Context

There is widely acceptance and research that consumer trust is a key foundation for on-line purchase success, but little attention has been paid to distrust. Especially in our cultural, individuals always "trust insiders, distrust outsiders", while consumers is exactly transacts with "out-siders" in online purchase, this make the research about distrust is more important in our country. By incorporating distrust as a distinct entity from trust, this study proposes a mechanism by which trust and distrust are formed, we analyzed how the three dimensions of trust impact trust and distrust respectively, the results indicated ability like the motivator factors in two factors theory, while integrity and benevolence like the hygiene factors Based on this, the current study further examined the effects trust and distrust on consumer behavior respectively, and findings show that both trust and distrust has no significant influence on consumer willingness to provide information; but distrust has stronger effects on purchase intention than trust.