Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services

Reducing social uncertainty—understanding, predicting, and controlling the behavior of other people—is a central motivating force of human behavior. When rules and customs are not sufficient, people rely on trust and familiarity as primary mechanisms to reduce social uncertainty. The relative paucity of regulations and customs on the Internet makes consumer familiarity and trust especially important in the case of e-Commerce. Yet the lack of an interpersonal exchange and the one-time nature of the typical business transaction on the Internet make this kind of consumer trust unique, because trust relates to other people and is nourished through interactions with them.This study validates a four-dimensional scale of trust in the context of e-Products and revalidates it in the context of e-Services. The study then shows the influence of social presence on these dimensions of this trust, especially benevolence, and its ultimate contribution to online purchase intentions.     

如何建立社区支持农业中的消费者信任——惠州四季分享有机农场的个案研究

信任对 CSA 经济的可持续至关重要。 文章基于信任建立过程和信任发展的阶段性理论,通过单案例的研究方法探讨如何构建社区支持农业中的消费者信任。 研究结果表明:消费者信任的建立分为初始信任与持续信任两个阶段。 在潜在消费者的初始信任阶段,直接或间接关系、公开的信息、农 场主特征和消费体验会引发消费者的计算过程、转移过程、预测过程、意图过程和能力过程而建立消费 者初始信任。 在会员的持续信任阶段,用户体验和社会联系会引发消费者的预测过程和意图过程而维 持会员对农场的信任。     

残疾人创业的信任环境重构——基于团队特征的视角

推动残疾人成功创业已成为各国促进残疾人就业率提升的一个有效手段,但创业成功并非易事,残疾人创业所面临的信息沟通不畅、信任环境缺失等问题直接影响创业的成功率。本文通过构建相关变量的有调节效应的回归模型,深入探讨了影响残疾人创业的情景因素,研究结果显示,残疾人创业团队的外部信任环境重构和创业团队自信心的建立对创业成功有显著的正向影响。     

Peer influence on protest participation: Communication and trust between co-workers as inhibitors or facilitators of mobilization

In this article, we investigate how communication and trust networks between employees affect participation in a strike. We analyze whether the strength of network relations is related to congruence in strike behavior using social network data on 59 Dutch workers. We find that private communication networks and trust networks lead to similar strike behavior. This finding indicates that networks not only promote protest mobilization but are also vehicles for demobilization, albeit through different network relations.     

Do people have accurate beliefs about the behavioral consequences of incidental emotions? Evidence from trust games

The present study examined people’s expectations of how incidental emotions could shape others’ reciprocity in trusting situations, whether these expectations affect people’s own behavior, and how accurate these expectations are. Study 1 explored people’s beliefs about the effects of different incidental emotions on another person’s trustworthiness in general. In Studies 2 and 3, senders in trust games faced angry, guilty, grateful, or emotionally neutral responders. Participants who were told about their counterpart’s emotional state acted consistently with their beliefs about how these emotions would affect the other’s trustworthiness. These beliefs were not always correct, however. There were significant deviations between the expected behavior of angry responders and such responders’ actual behavior. These findings raise the possibility that one player’s knowledge of the other’s emotional state may lead to action choices that yield poor outcomes for both players.     

礼物、关系和信任

本文试图通过关系/人情/信任三个具有本土意义的重要概念,来探讨中国社会中的礼物流动及其背后所隐含的人际意义。通过理论建构,笔者提出了一个“人际关系在送礼过程中的运作过程”模型。     

Underlying processes of SCCT: Mediating roles of preventability,blame, and trust

Despite the prevalence of the situational crisis communication theory (SCCT; Coombs, 2007) in crisis communication research, few SCCT-based studies have examined how different crisis types affect post-crisis reputation. This study, therefore, attempts to uncover the underlying processes of SCCT. Specifically, this study examined preventability, blame, and trust as potential mediators of crisis type and organizational post-crisis reputation. A between-subjects experimental study (crisis type: victim vs. accidental vs. preventable) was conducted with 329 college students. The results revealed that crisis type had no direct effects on reputation, but it did affect preventability, blame, and trust. More significantly, the results showed that crisis type indirectly affected reputation in two distinct ways: (1) via a sequence of preventability and blame and (2) via trust. The study includes a discussion of theoretical and practical implications.     

Online crisis communication in a post-truth Chinese society: Evidence from interdisciplinary literature

Through a thematic content analysis of 118 journal articles from interdisciplinary fields, this study reviews the research trends of online crisis communication literature in a Chinese post-truth society, where objective facts play a diminishing role, and Chinese people are losing their trust, despite the best efforts of organizations to deal with fake news in crises. Results of this study disclose some unique crisis communication strategies (e.g., strategic distraction, rumor-rebuttal, fabrication, acting cute, and content censorship) in crises of China. Influential contextual factors such as the political system, cultural values, and media features are identified as well. Theoretical and practical implications of this study are discussed, and a greater picture of online crisis communication in contexts is posited for future research.     

信任：当代经济社会学研究的新视野

20世纪70年代以来,作为对"经济学帝国主义"入侵的一种回应,信任问题逐渐成为西方经济社会学研究的一个热点。西方经济社会学家,或者在批判新古典经济学的理论和方法的基础上,或者直接借鉴新古典经济学的理论和方法,从社会资本的角度切入,把信任作为一种社会资本的特定形式,通过研究信任与经济秩序、经济交易及其成本、经济效率和效益、经济繁荣和发展之间的关系,来阐明信任这种社会资本在经济生活中的作用。西方经济社会学家对于信任问题的研究及其所取得的成果,不仅为经济社会学在当代的研究和发展开阔了新视野,展示了新空间,而且对于中国社会主义市场经济建设具有重大的现实指导意义。     

场域关联、差序嵌入与信任结构的再生产——基于华北一所科技小院的经验研究

文章试图通过分析外源型农技推广组织与农村社区长达10年互动的社会过程来呈现非先赋性信任再生产的逻辑。分析发现,外源型农技推广组织实现由外而内并不是从“外人”变为“自己人”的线性嵌入,而是在“深嵌则依附”与“浅嵌则独立”之间寻找契洽共存的身份认同与行动空间的过程。虽然外源组织囿于乡土社会中内外有别、关系本位的特性,但是其反以“关系”为策略,基于“利益”与“情感”两个维度在场域关联的空间中差序性嵌入,通过高频的人情交往和利益交换在核心家族和区位格局的次级群体上建立自身的核心圈和亲近层,借助增产增量建立组织声誉来扩散村庄整体的互惠网络,将小院院所开放成半公共空间以生产着“生-熟”的信任格局,采取差序分利和模糊雇工来平衡环境依赖和组织独立,以实现从客人到帮手、从帮手到伙伴的身份转变,最终建立组织的合法性身份与行动的合情性空间,在“能否行动”的基础上推动“行动顺畅”成为可能。这种“伙伴”身份的建立过程也再生产着具有伦理性质的信任关系,此类非先赋性的多主体、多维度、层层推进的信任结构,是外源组织嵌入乡土但是不囿于乡土的切实选择。基于此,文章认为,外源组织由外而内的实现不只是一种嵌入过程,更是一种总体性信任结构的生产过程。