Initial Trust in Blogs
Date Issued
2007
Date
2007
Author(s)
Tseng, Ying-Chen
DOI
en-US
Abstract
As the blogs keep growing exponentially, it has become increasingly difficult and time-consuming to find suitable information for the users, especially when they browse unfamiliar blogs. Initial trust is critical for users to overcome uncertainty and to encourage behavioral intent for future visitation. This paper proposed a theoretical framework for identifying antecedents of initial trust, which were gatekeeping mechanisms (regulation, censorship, and channeling mechanisms), perceived blogs reputation, and perceived blogs quality. Consequences of initial trust concerning intentions to revisit and to recommend were examined. Data was collected through the survey questionnaire and analyzed by structural equation modeling (SEM). Evidence showed that the specific gatekeeping mechanisms broadly influenced initial trust in several different directions. Both perceived blogs reputation, and perceived blogs quality had positive effect on initial trust. Among all the factors affecting initial trust, perceived blogs quality had the strongest influence. Furthermore, the present study also demonstrated that initial trust was significantly correlated with the behavioral intentions to revisit and recommend.
Subjects
部落格
初始信任
守門人機制
再訪
推薦
Blogs
initial trust
gatekeeping mechanisms
revisit
recommend
Type
other
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