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Data Analysis and Knowledge Discovery  2020, Vol. 4 Issue (5): 15-26    DOI: 10.11925/infotech.2096-3467.2019.1376
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A Systematic Review of Factors Influencing Online Trust
Zhang Yi,Yang Yi(),Deng Wen
College of Public Administration, Huazhong University of Science and Technology, Wuhan 430074, China
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Abstract  

[Objective] This paper tries to identify the influencing factors of online trust, which helps us gain more insights on user’s needs, as well as impacts of internal and external environments. It explains the effects of influencing factors, and improves online trust.[Coverage] We searched Web of Science, CNKI and other databases with “online trust”, “network trust”, or “system trust”, and retrieved 91 representative literature.[Methods] We reviewed the developments and concepts of online trust, and explored research on main influencing factors.[Results] Online trust research focused on the trustors, the trusted objects, the technology platforms and the external environments, as well as their effects. The emerging technologies also influenced online trust and reconstruction research. The theme evolution trends were closely related to the developments of trust theory and technology.[Limitations] This study only discussed the influencing factors and evaluation metrics.[Conclusions] Online trust research could be optimized from theoretical model, as well as research methods and perspectives.

Key wordsE-government      Online Trust      Research Review     
Received: 27 December 2019      Published: 15 June 2020
ZTFLH:  C93 G35  
Corresponding Authors: Yang Yi     E-mail: yiyangcpa@hust.edu.cn

Cite this article:

Zhang Yi,Yang Yi,Deng Wen. A Systematic Review of Factors Influencing Online Trust. Data Analysis and Knowledge Discovery, 2020, 4(5): 15-26.

URL:

http://manu44.magtech.com.cn/Jwk_infotech_wk3/EN/10.11925/infotech.2096-3467.2019.1376     OR     http://manu44.magtech.com.cn/Jwk_infotech_wk3/EN/Y2020/V4/I5/15

影响因素 具体内容 文献来源
个体倾向性 先天信任倾向 Salam等[9](2005); Teo等[10](2007)
个体的性格与差异,对人性的信心 McKnight[11](2005)
制度结构与具体情境 Lee等[13](2001); McKnight[11](2005)
个体的人格特质 Gefen[12](2000)
理念与态度 用户交互的知识和专业技能 Hoffman等[3](1999)
对性能的评估,对计算机的兴趣 Gefen等[14](2003)
对知识的接受,对使用的体验 Van der Heijden等[15](2003)
网络经验 过往的操作经验 Corbitt等[16](2003); Metzger[19](2006); Koufaris等[20](2004)
在线参与程度 Wang等[17](2008)
网络界面熟悉程度 Siau等[18](2003)
个体感知水平和风险控制能力 Metzger[19](2006)
前期体验的满意程度 Aiken等[21](2006)
The Influencing Factors of Trustor
影响因素 具体内容 文献来源
网络组织自身特征 线上简介 Ratnasingham[23](1998)
官方社交媒体账户及呈现形式 Mainka等[24](2014)
完整的组织资料介绍 Shankar等[25](2002)
发布值得信赖的照片和美观的头像 Bente等[26](2012); Chen等[27](2014)
网络组织声望 著名而有声望的组织搭建的网站 Sillence等[28](2006)
组织规模、知名度、品牌 Laroche等[29](2012)
用户对网络组织的可靠性评价 Bente等[26](2012)
网络社区成员评分,组织信誉等级 J?sang等[30](2007)
买方完成交易所提交的评论文本 Pavlou等[31](2006)
积极曝光问题,对第三方评价信息提供准确的资源链接 Toms等[32](2004)
正面评级与负面评级 Ba等[33](2002)
提供刻意虚假的或真实的反馈 Utz等[34](2009)
The Influencing Factors of Trusted Object
影响因素 具体内容 参考文献
技术平台体验 易用性 Bart等[35](2005)
安全性 Kang等[36](2016)
信息时效性 廖振松等[37](2006)
用户的交互印象与透明度感知 Zhou等[43](2018)
技术平台结构模式和传播特征 体验中的社会临场感知 Riegelsberger等[38](2007)
个性化设计特征 Briggs等[39](2002)
第三方保障感知 Wang等[40](2005)
页面的元素特征 Fogg[41](2003)
技术平台功能与服务质量 外观设计、图片剪辑和网页配色 Nitse等[42](2004)
网站的导航设计、搜索功能和网站地图 陈明亮等[44](2009)
提供零错误的信息、英文拼写和语法规则正确 Lin[45](2007)
提供时效性、准确性、完整性信息 Lin[45](2007)
The Influencing Factors of Technology Platform
影响因素 具体内容 参考文献
以结构保证为基础的环境 健全的法律保障 Koehn[49](2003)
提供长期负责的承诺、健全的规章制度、完整的契约合同 Flavián等[50](2006)
严格的认证反馈机制 Verhagen等[51](2006)
以情境正当为基础的环境 网站监控机制的建立 Wu等[52](2008)
对不良行为的处罚措施,对友好行为的奖励措施 Chiu等[53](2010)
依据相关法律法规行使权力的政府职能 Bélanger等[54](2008)
网络健康文化的塑造 Johnson[55](1997)
打击网络犯罪、处罚不当言论、化解公职系统的网络信任危机 Johnson[55](1997)
潜在风险因素 网络伦理道德风险 廖成林[56](2004)
用户个人隐私泄露 Hoffman等[57](2009)
网络交易支付安全 Kim等[58](2010)
个人信息(姓名、电话、住址)泄露 Rifon等[59](2005)
在线支付系统银行和报税账号泄露 Hung等[60](2006)
完善的用户隐私声明 Pan等[61](2006)
具有第三方认证担保 Kimery等[62](2002)
持续收到垃圾邮件的困扰,Cookies历史记录被黑客程序恶意攻击 Nissenbaum[63](2004)
卖方存在机会主义行为 Joseph-Vaidyan[64](2008)
The Influencing Factors of External Environment
影响效应 具体内容 参考文献
用户使用意愿 对网站积极的谈论和评价 Hargittai等[67](2010)
重复性访问特定网站 Urban等[68](2009)
将网站推荐给他人 Smith等[69](2005)
用户使用行为 对信息查询的意愿 McKnight等[70](2002)
网络在线忠诚 Kim等[71](2009)
网络在线粘性 Xu等[72](2011)
用户使用感受 满意度 Kim等[71](2009)
愉悦感 Flavián等[73](2006)
满足感 Lin等[74](2014)
The Influencing Effect of Online Trust
技术类型与影响因素 具体内容 参考文献
大数据挖掘与分析用户
信任数据
对用户评论数据的信任度测量 沙勇忠等[76](2015)
挖掘用户的影响力与个体之间的信任关系 Du等[77](2014)
挖掘评论数据隐含的主题分布, 探究用户信任指数 Huang等[78](2013)
提出一种将信任关系与相似度有效结合的模型,在没有交互历史的情况下获取信任关系 卢竹兵等[79](2008)
大数据技术对社会信用
体系的构建作用
建设数据平台,完善网络征信环节 王平安等[80](2016)
采集互联网平台留痕的行为数据 齐文昊[81](2018)
使用互联网留痕的财务、消费、社交记录等更大范围、更多维度的信用信息来源 齐文昊[81](2018)
信用评价主体转向以央行征信为中心、实力雄厚的互联网征信平台多方参与的市场化模式 王申玥[82](2018)
区块链技术对信任作用
机制的影响
去中心化的信用数据开放共享 琚春华等[88](2019)
不可篡改的数据存储与验证 韩菊茹等[89](2019)
数学算法背书的去第三方信用中介 冯文芳等[90](2017)
基于共识机制与智能合约的信用评价 王缵等[91](2018)
The Impact of New Technologies on Online Trust
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