Affect and Trust

摘要

A number of models of trust, particularly vis a vis ecommerce, have been proposed in the literature. While some of these models present intriguing insights, they all assume that trust is based on logical choice. Furthermore, while these models recognize the importance of the subject's perception of reality in its evaluation, none of the proposed models have critically analyzed the nature of affective nature of perception, particularly in light of recent work in neurology and social psychology. This paper examines this concept of affect and then proposes a new, affect-based model in light of modern science. How this new model addresses previous shortcomings is demonstrated. Directions for future research are then proposed.