Online trust forming mechanism: approaches and an integrated model

Based on theories of SET, ECT, TRA, TPB, TAM, and abundant review of literature regarding online trust, the paper discusses online trust forming mechanism: the varied approaches and an integrated model. For the sake of the basic trust construct resulted through combining Mcknight et al. trust construct with theoretic expansion, and the three approaches of online trust forming - cycle approach, stage development approach, and factor approach - forwarded by prior researchers, the final model highly integrates to have the beliefs-attitude-intention-behavior logic as the fundamental, common trusting belief (ability, benevolence, integrity), system trust belief, and situational decision to trust as the core, and five influencing factors (trustor factors, trustee factors, system trust factors, interaction factors, and external environmental factors) as the originator. In addition, the model also reflects a dynamic development: initial trust may turn into robust trust after long-term interactions, and the current satisfied exchanges can grow to a new round, leaving the unsatisfied dropped out.

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