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首页> 外文期刊>Journal of Marketing >Are the Drivers and Role of Online Trust the Same for All Web Sites and Consumers? A Large-Scale Exploratory Empirical Study
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Are the Drivers and Role of Online Trust the Same for All Web Sites and Consumers? A Large-Scale Exploratory Empirical Study

机译：对于所有网站和消费者来说，在线信任的驱动因素和作用是否相同？大规模探索性实证研究

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摘要

The authors develop a conceptual model that links Web site and consumer characteristics, online trust, and behavioral intent. They estimate this model on data from 6831 consumers across 25 sites from eight Web site categories, using structural equation analysis with a priori and post hoc segmentation. The results show that the influences of the determinants of online trust are different across site categories and consumers. Privacy and order fulfillment are the most influential determinants of trust for sites in which both information risk and involvement are high, such as travel sites. Navigation is strongest for information-intensive sites, such as sports, portal, and community sites. Brand strength is critical for high-involvement categories, such as automobile and financial services sites. Online trust partially mediates the relationships between Web site and consumer characteristics and behavioral intent, and this mediation is strongest (weakest) for sites oriented toward infrequently (frequently) purchased, high-involvement items, such as computers (financial services).
机译：作者开发了一个概念模型，将网站和消费者特征，在线信任和行为意图联系在一起。他们使用具有先验和事后细分的结构方程分析，根据来自八个网站类别的25个网站的6831位消费者的数据估计了该模型。结果表明，在线信任的决定因素对网站类别和消费者的影响是不同的。对于信息风险和参与度都很高的网站（例如旅游网站），隐私和订单执行是最有影响力的信任决定因素。对于体育，门户网站和社区网站等信息密集型网站，导航功能最强大。品牌实力对于高参与性类别（例如汽车和金融服务网站）至关重要。在线信任部分地调解了网站与消费者特征和行为意图之间的关系，对于不经常（频繁）购买，参与度高的物品（例如计算机（金融服务））的网站，此调解最强（最弱）。

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