【摘要】 已有文献分别探讨了网站声誉、隐私协议和隐私信用图章对消费者信任的影响,但尚无研究综合考察此三个前因变量的作用,因此当各网站的声誉存在差异时,无法确定隐私协议和隐私信用图章在有效性上的优劣程度。为此,本文在Zucker的"信任建立"模型和"Pavlou"模型的基础上,提出了声誉,隐私协议和隐私信用图章影响隐私信任和信息披露意图的概念模型。实验室实验研究表明:三个前因变量对隐私信任和信息披露意图均具有正向影响;隐私信任对信息披露意图有正向影响;当处于竞争状态的网站的声誉均较低、均较高或者高、低不同时,隐私协议和隐私信用图章的作用存在差异,这说明网站应根据其声誉水平所处的相对位置采取措施。更多还原

【Abstract】 The existing researches have covered the effect of reputation,privacy policy and privacy seals on trust in separately.However,so far,none of them has explained or anticipated the combined effects of the three factors,thus making it difficult to judge the validity of privacy policy and privacy seals given different reputations of real websites.To solve this problem,this paper,based on " trust building" and "Pavlou" model,investigates the influences of website reputation,privacy policy and privacy seals on trust and information disclosure intention.The experimental results indicate that three factors have significant positive influence on trust and information disclosure and trust has positive effect on information disclosure.When the comparable websites have low,high or mixed reputation,the influences of privacy policy and privacy seals are diverse.更多还原