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| Research on Factor Model of Dating Sites’ Initial Trust |
| Wan Jun, Zhang Xiang, Pang Peipei |
| School of Marketing Management, Liaoning Technical University, Huludao 125105, China |
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Abstract This paper constructs a conceptual model of initial trust and analyses the effect of the seven antecedent variables (market perception, public validity, structure quality, information quality, window friendly, security system, trust orientation) on the initial trust of the dating sites based on the literature screening. Using SPSS19.0 and Lisrel8.8 to do an empirical test and analysis of the model on the basis of the questionnaire, and the results show that market perception, public validity, information quality, window friendly, security system and trust orientation can affect the initial trust of potential users significantly. Finally, suggestions and research prospects are put forward.
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Received: 13 August 2012
Published: 24 January 2013
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