CAJ | 학술논문

大量研究证明信任和不信任是相对独立但共存的一对概念,并且其前置因素是存在差异的。但是,相关研究还是初步的,尤其在消费者初次网络购物时,哪些因素影响信任,哪些因素影响不信任,仍是急待进一步明晰的问题。本文首先就相关研究进行文献综述,在此基础上提出有关理论假设;其次,基于赫茨伯格的双因素理论,采用结构方程建模方法,对相关假设进行有关实证验证;最后,对本文研究结果进行了总结,并对进一步研究的方向和具体在线网站设计实践提供一些建议。
대량연구증명신임화불신임시상대독립단공존적일대개념,병차기전치인소시존재차이적。단시,상관연구환시초보적,우기재소비자초차망락구물시,나사인소영향신임,나사인소영향불신임,잉시급대진일보명석적문제。본문수선취상관연구진행문헌종술,재차기출상제출유관이론가설;기차,기우혁자백격적쌍인소이론,채용결구방정건모방법,대상관가설진행유관실증험증;최후,대본문연구결과진행료총결,병대진일보연구적방향화구체재선망참설계실천제공일사건의。
Many studies found that trust and distrust were two distinct and separate constructs,The antecedents of trust and distrust was different; However,the related research was still preliminary,especially in consumer initial online shopping,what factors affected the trust,the factors which influenced the distrust,the problem was still to be further clear.This paper first reviewed the related research and proposes relevant hypothesis.Secondly,based on Herzberg’s two factor theory,this paper made an empirical study to hypothesis using the structural equation modeling methodology; Finally,the results of this study were summarized,and some suggestions were offered for further research directions and specific online website design practice.