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在技术接受模型的基础上,提出了C2C网上拍卖交易前的初始信任理论模型,通过问卷调查法获取研究数据,采用结构方程建模方法验证了所提出的模型假设。通过实证研究得出如下结论:投标人信任倾向、感知拍卖人声誉、感知拍卖网站安全性、感知拍卖网站有用性对初始信任有显著的正向影响;感知拍卖网站易用性通过感知拍卖网站有用性间接影响初始信任。
Based on the technology acceptance model, this paper proposes the initial trust theory model before C2C online auction transaction, obtains the research data through the questionnaire survey method, and uses the structural equation modeling method to verify the proposed model hypothesis. Through the empirical research, the following conclusions are drawn: the tenderer’s trust tendency, perceiving the reputation of the auctioneer, perceiving the security of the auction website, perceiving the usefulness of the auction website have a significant positive impact on the initial trust; perceived auction site ease of use is perceived through the auction website Sex indirectly affects initial trust.