| 网上信用服务对消费者信任感知的影响研究 |
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| 引用本文： | 李琪,殷猛,王璇.网上信用服务对消费者信任感知的影响研究[J].软科学,2016(8):107-112. |
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| 作者姓名： | 李琪 殷猛 王璇 |
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| 作者单位： | 1. 西安交通大学经济与金融学院,西安,710061;2. 福建对外经济贸易职业技术学院,福州,350000 |
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| 基金项目： | 教育部规划基金，陕西省科技统筹创新工程计划项目 |
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| 摘 要： | 基于个人信任倾向和五大信用服务工具的相关研究提出假设,以五大信用服务工具对消费者信任感知的影响进行实证研究。结果表明,个人信任倾向显著影响消费者对五大信用服务工具的信任感知;声誉反馈和商誉标识对消费者信任感知影响最大。其次为第三方保障服务和信用印章,第三方支付担保的影响不显著;第三方支付显著影响消费者对第三方保障服务和信用印章服务的感知。
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| 关 键 词： | 网上信用服务 信用服务工具 信任感知 |
Research on the Online Credit Services' Influence of Consumers' Perceived Trust |
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| Abstract: | Based on the previous researches about online credit services and individual trust tendency to research influences of five credit services tools on perceived trust,this paper puts forward the research hypotheses. Empirical results show that individual trust tendency has significant impact on consumers'perceived trust in five credit services tools. Reputation feed-back and goodwill marks have the biggest influence on consumers'perceived trust,the second are third party security serv-ices and credit seals,and the influence of the third party payment guarantee is not significant. Third-party payment signifi-cantly affect the third party security services and the perceived credit seal services. |
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| Keywords: | online credit services credit services tools perceived trust |
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