在线品牌社区中技术信任促进电子商务初始信任的转移机制

摘要

Trust is an important factor to affect the development of e-commerce. Based on trust transfer theory, this paper explores the influential mechanism of online brand community’ s technology trust on e-commerce initial trust. We use an online survey to collect data from community members who haven’ t trading experience and test hypotheses by structural equation modeling. Results show that the facilitating mechanism of trust transfer in e-commerce is as follows:technology trust facilitates online interpersonal trust among consumers by facilitating information sharing and knowledge learning among virtual community members, which eventually affects consumers ’ trust in vendors or VC service providers. Particularly, helpfulness has the most significant effect on information sharing and knowledge learning; information sharing is the most significant factor to cognition-based trust;knowledge learning has the most significant effect on affect-based trust. The findings confirm that online shopping community ’ s technology trust can facilitate the formation of Seller’ s initial trust, and provide a new path for e-commerce enterprise to achieve rapid development.%信任是影响电子商务发展的重要因素。本研究基于信任转移理论，构建了在线品牌社区中技术信任对电子商务初始信任的作用机制模型。通过对社区中尚未购买产品的成员进行网络问卷调查，利用结构方程模型对研究假设进行检验。结果表明电商初始信任转移的促进机制如下：技术信任通过促进社区成员间的信息共享和知识学习进而促进消费者之间的网络人际信任，最终影响消费者对社区提供商或商家的信任。其中技术有用性对信息共享和知识学习的影响最为显著，信息共享对认知信任的影响最为显著，知识学习对情感信任的影响最为显著。这些发现证实了在线品牌社区中的技术信任可以促进商家初始信任的形成，为电子商务企业实现快速发展提供了新的路径。