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Understanding the trust building mechanisms in social media: Regulatory effectiveness, trust transfer, and gender difference

机译:理解信任建立机制社交媒体:监管有效性,信任转移和性别差异

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摘要

Purpose Although the impacts of trust on information disclosure have been well recognized, the trust building mechanisms in social media are still underexplored. To fill this gap, the purpose of this paper is to explore two trust building mechanisms, namely, institution-based and transference-based trust building and identify how these two mechanisms vary across gender. Design/methodology/approach An online survey was conducted to collect data. The partial least squares method was used to examine the relationships among regulatory effectiveness, three trusting perceptions and disclosure intention. A cross-group path coefficient comparison method was used to test gender differences. Findings The results suggest that regulatory effectiveness affects competence- and character-based trust and these impacts are stronger for males than for females. Both competence- and character-based trust influence general trust in members while their impacts vary. Competence-based trust is more important for males while character-based trust is more important for females. Originality/value This study contributes to social media literature by identifying the two trust building mechanisms with special attention to the role of regulatory effectiveness and trust transfer. Further, this study also sheds light on how these two mechanisms vary across gender.
机译:目的虽然信任的影响信息披露已经得到充分认识,在社交媒体的信任建立机制还未开发。本文的目的是探讨两个信任建立机制,即基于机构和transference-based建设和信任识别这两种机制不同性别。调查来收集数据。最小二乘法用于检查监管有效性之间的关系,三个信任感知和信息披露意图。比较法是用来测试性别的差异。监管有效性影响的能力,基于字符的信任和这些影响男性比女性更强。能力,基于字符的信任的影响一般信任成员在他们的影响有所不同。男性虽然基于字符的信任重要的女性。研究有助于社会媒体文学识别这两个信任建立机制特别注意监管的作用有效性和信任转移。研究还揭示了这两个不同性别机制。

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