【摘要】 网络信任是促成在线购买行为的关键影响因素。借鉴网络在线信任的相关研究,通过结构方程模型探索社交网络信任的影响因素并验证线下熟悉度对它们之间关系的调节作用。研究结果表明,除感知相似性之外,其他自变量如声誉、互动关系强度、信息质量、互惠性交互、满意度和共同价值观均对社交网络信任具有积极的影响作用,其中信息质量是最主要的影响因素;线下熟悉度对信息质量、互惠性、声誉、共同价值观与社交网络信任之间关系存在显著的调节作用,这对于企业制定有效的社交网络营销策略具有重要意义。更多还原

【Abstract】 Online trust is a key factor contributing to online purchasing behavior. Referring to literature of online trust,several factors of social media trust are explored and the adjusting role of offline familiarity on their relationship is verified by using structural equation model. The results show that independent variables such as reputation,the strength of social interaction,information quality,reciprocity,satisfaction and shared values have a positive effect on social network trust except the variables of perceived similarity,and information quality is the most important factor. Offline familiarity significantly adjusts the relationships between information quality,reciprocity,reputation,shared values and social media trust,which is important for companies to develop an effective social network marketing strategy.更多还原