社交网络下网络互动对购买意愿影响及信任保障机制研究
|
摘要
社交网络的核心价值是人与人之间的关系,充分挖掘每个人的信息和联系,从而可以更好地为用户提供关系化服务。在国内,有部分社交网站在发展初期过分倚重游戏类应用,无法对用户形成持续的吸引力,导致用户粘性降低。同时,与个人用户紧密相关的电子商务在发展过程中也存在着较多问题,网上购物用户迫切需要一个真实可信,能够及时有效的进行信息沟通和分享的交流平台。
社交网络这种基于信任的网络社交平台非常适合电子商务信息的共享与传播,以信任为纽带的传播方式,更容易引起其他用户的购买意愿。在电子商务中融入社交网络既丰富了消费者的购物渠道,又降低了卖家在交易过程中的成本。同时,对社交网站来说,与电子商务融合,不仅可以充分利用社交网络“人际关系”这一优势,增强社交用户之间的联系,把过去倚重游戏类应用的模式转变为以知识、信息、关系为核心的模式,而且能为社交网站拓展新的盈利模式,为社交网络的进一步发展带来新的生机。
因此,深入研究社交商务网络的网络拓扑结构,探讨网络互动对网络购买意愿的影响,分析社交商务环境下的信任保障机制,既丰富并发展了网络消费行为理论,又有利于社交商务网络运营商对社交商务平台的管理和发展,进而保证我国社交网络能够平稳健康的发展,对互联网产业的发展具有重要的理论和现实意义。
论文第一部分对社交商务网络的网络拓扑结构进行了研究。首先利用滚雪球抽样方法在美丽说社交商务分享网站中取得样本数据,随后通过社会网络分析软件UCINET对数据进行了分析,主要包括网络密度分析、中心性分析、凝聚子群分析和核心-边缘分析等。为了进一步探讨网络拓扑结构与用户购买意愿之间的影响关系,本研究对所有样本都发送了调查问题,然后把问卷统计情况与社会网络分析结果进行对比,总结出社交商务网络的网络拓扑结构特征。
论文第二部分构建了社交商务用户网络购买意愿模型,并进行了实证分析和假设检验。基于社会互动理论、理性行为理论、技术接受模型、消费者行为理论、顾客价值理论等,从社交商务网络的互动角度,将网络互动分为互动场所、互动特性、互动方式和互动对象四个维度,随后进一步细分为自身定位、技术性、安全性、虚拟性、网络外部性、个性化、同步互动、异步互动、单人互动、多人互动、用户-用户互动、用户-平台运营商互动和用户-广告商互动等自变量,同时以信任作为中介变量,网络购买意愿为因变量,网络互动程度为控制变量,构建出社交商务用户网络购买意愿模型。之后通过SPSS15.0和AMOS7.0对样本数据进行了分析,并从网络互动程度角度把数据分为高程度互动组和低程度互动组进行对比分析验证。最终找出社交商务网络环境下网络互动对消费者购买意愿的影响因素。
论文第三部分研究了社交商务网络环境下网络购买信任保障机制。在综述信息不对称相关理论及信任概念模型的基础上,对传统电子商务与社交商务进行了比较分析,然后根据社交商务用户在各交易阶段的侧重点不同,分别研究交易前、交易中和交易后三个阶段的信任保障机制。
经过理论研究和实证分析,本研究主要获得以下三方面的结论：
(1)社交商务网络的网络拓扑结构研究结论。整个样本网络呈现疏松的网络结构,派系较少,凝聚子群间的关系趋向随机分布,并且整个网络中只有核心区联系较为密切。社会网络分析结果与问卷统计结果对比发现,点度中心度低的用户,其购买意愿也相对较低；网络互动程度低的用户,绝大多数处于网络的边缘区,且未在派系之中；用户的网络互动程度与其购买意愿之间存在影响关系。
(2)社交商务用户网络购买意愿模型的检验结论。除了自身定位、虚拟性、异步互动和多入互动以外,技术性、安全性、网络外部性、个性化、同步互动、单人互动、用户-用户互动、用户-平台运营商互动和用户-广告商互动等因素会积极影响用户对社交商务平台的信任。在高程度互动组和低程度互动组的比较分析中发现,网络互动程度会影响用户对社交商务平台的信任以及网络购买意愿。同时,在高程度互动群组中影响大小排序前三的是安全性、用户-广告商互动和同步互动,低程度互动群组中影响大小排序前三的是安全性、技术性和单人互动,其中安全性都是影响最大的因素。
(3)社交商务网络环境下网络购买信任保障机制的结论。根据社交商务用户在社交商务交易过程中交易前、交易中和交易后三个阶段的侧重点不同,分别构建了三种不同类型的信任机制,包括基于声誉模型的信任机制、基于第三方认证机构的信任机制和基于服务质量的信任机制。
The core value of social network is the relationship between users, excavate users'information can provide them with better service. In China, however, parts of the social networking sites are over-reliance on the game-type applications in the initial stage of development, which can not form a continuous attraction to users. At the same time, there are still many problems in e-commerce market, online shopping users are urgently need an exchange platform which provides timely communication and effectively sharing.
Social network is based on trust, which is important for the sharing and dissemination of information resources. Trust is the link of information dissemination, which is beneficial to cause the purchase intention of other users. About e-commerce, integration with social network not only can enrich the consumers'shopping channel, but also can reduce the cost of sellers in the transaction process. Meanwhile, merge e-commerce into social networking sites has two advantages:1) make the best of the social networking relationships, strengthen the connections between social users, transfer the past model which is relied on the game to the model that the cores are knowledge, information and relations;2) expand a new profit model for social networking sites and bring opportunities to the further development of social network.
Therefore, study the network structure of social commerce network, discuss the influence of network interaction on purchase intention and analyze the trust guarantee mechanism in the social commerce environment not only enrich and develop the theory of network consumption behavior, but also do benefit to the development and management of social commerce platforms for social commerce network operators, which ensure the stable and rapid development of social network, and also have important theoretical and practical significance to the development of the internet industry in China.
In the first part of this paper, we analyze the network structure of social commerce network. First, we use the snowball sampling method to obtain the sample data from "Meilishuo", which is a social shopping sharing website. Second, we analyze the data by UCINET, including network density analysis, centrality analysis, cohesive subgroups analysis and core/periphery analysis. Third, we sent survey questions to all samples in order to further study the impact of network structure on users' purchase intention, and then sum up the network structure characteristics of social commerce network.
In the second part of this paper, we build the purchase intention model of social commerce users, and then conduct empirical analysis and hypothesis testing. From the perspective of the interaction of social commerce network, network interaction is classified by four dimensions: places of network interaction, characteristics of network interaction, modes of network interaction and objects of network interaction, and then further subdivided into self-localization, technology, security, virtual, network externality, personalization, synchronous interaction, asynchronous interaction, single interaction, multi-person interaction, member-member interaction, member-platform operators interaction and member-advertisers interaction. In the model, trust is the mediating variable, network purchase intention is the dependent variable, and degree of network interaction is the control variable. After that we analyze the data from random sampling by SPSS15.0and AMOS7.0, and divide the data into high degree of interaction group and low degree of interaction group from the degree of network interaction point of view. Finally identify the influence factors of network interaction on consumers' purchase intention in social commerce network.
In the third part of this paper, we research the trust guarantee mechanism of network purchase in social commerce network environment. Base on the summary of asymmetric information and related game theory, we analyze the differences between traditional e-commerce and social commerce, and then according the different emphasis of social commerce users on each transaction phase to discuss the trust guarantee mechanism, including the stage of before transaction, the stage of during transaction and the stage of after transaction.
The results of theoretic study and empirical analysis are as follows:
(1) The conclusions about the network structure of social commerce network. The network structure of samples is loose, only has twelve factions, and the relationship between cohesive subgroups tend to be randomly distributed. Meanwhile, the contact in core area of network is more frequently than the contact in periphery area. Draw a comparison between social network analysis results and questionnaire statistical results, we find three points. First, the users' purchase intentions are relatively low when they have low degree centrality. Second, the vast majority of users who have low degree of interaction are in the periphery area of network, and do not pertain to any faction. Third, there is an impact relationship between users' degree of network interaction and their purchase intention.
(2) The conclusions about the purchase intention model of social network users. Results show that except self-localization, virtual, asynchronous interaction and multi-person interaction, other influence factors have positive impact on users'trust in social commerce platform, include technology, security, network externality, personalization, synchronous interaction, single interaction, member-member interaction, member-platform operators interaction and member-advertisers interaction. Comparative analysis of the high degree of interaction group and the low degree of interaction group shows that different degree of network interaction will affect users'trust in social commerce and network purchase intention. Meanwhile, the top three influence factors of high degree of interaction group are security, member-advertisers interaction and synchronous interaction; about the low degree of interaction group, the top three influence factors are security, technology and single interaction.
(3) The conclusions about the trust guarantee mechanism of network purchase in social network environment. According to the three stages of social commerce transaction phase, we build three trust mechanisms, including trust mechanism based on the reputation model, trust mechanism based on the third-party certification body and trust mechanism based on the quality of service.
社交网络这种基于信任的网络社交平台非常适合电子商务信息的共享与传播,以信任为纽带的传播方式,更容易引起其他用户的购买意愿。在电子商务中融入社交网络既丰富了消费者的购物渠道,又降低了卖家在交易过程中的成本。同时,对社交网站来说,与电子商务融合,不仅可以充分利用社交网络“人际关系”这一优势,增强社交用户之间的联系,把过去倚重游戏类应用的模式转变为以知识、信息、关系为核心的模式,而且能为社交网站拓展新的盈利模式,为社交网络的进一步发展带来新的生机。
因此,深入研究社交商务网络的网络拓扑结构,探讨网络互动对网络购买意愿的影响,分析社交商务环境下的信任保障机制,既丰富并发展了网络消费行为理论,又有利于社交商务网络运营商对社交商务平台的管理和发展,进而保证我国社交网络能够平稳健康的发展,对互联网产业的发展具有重要的理论和现实意义。
论文第一部分对社交商务网络的网络拓扑结构进行了研究。首先利用滚雪球抽样方法在美丽说社交商务分享网站中取得样本数据,随后通过社会网络分析软件UCINET对数据进行了分析,主要包括网络密度分析、中心性分析、凝聚子群分析和核心-边缘分析等。为了进一步探讨网络拓扑结构与用户购买意愿之间的影响关系,本研究对所有样本都发送了调查问题,然后把问卷统计情况与社会网络分析结果进行对比,总结出社交商务网络的网络拓扑结构特征。
论文第二部分构建了社交商务用户网络购买意愿模型,并进行了实证分析和假设检验。基于社会互动理论、理性行为理论、技术接受模型、消费者行为理论、顾客价值理论等,从社交商务网络的互动角度,将网络互动分为互动场所、互动特性、互动方式和互动对象四个维度,随后进一步细分为自身定位、技术性、安全性、虚拟性、网络外部性、个性化、同步互动、异步互动、单人互动、多人互动、用户-用户互动、用户-平台运营商互动和用户-广告商互动等自变量,同时以信任作为中介变量,网络购买意愿为因变量,网络互动程度为控制变量,构建出社交商务用户网络购买意愿模型。之后通过SPSS15.0和AMOS7.0对样本数据进行了分析,并从网络互动程度角度把数据分为高程度互动组和低程度互动组进行对比分析验证。最终找出社交商务网络环境下网络互动对消费者购买意愿的影响因素。
论文第三部分研究了社交商务网络环境下网络购买信任保障机制。在综述信息不对称相关理论及信任概念模型的基础上,对传统电子商务与社交商务进行了比较分析,然后根据社交商务用户在各交易阶段的侧重点不同,分别研究交易前、交易中和交易后三个阶段的信任保障机制。
经过理论研究和实证分析,本研究主要获得以下三方面的结论：
(1)社交商务网络的网络拓扑结构研究结论。整个样本网络呈现疏松的网络结构,派系较少,凝聚子群间的关系趋向随机分布,并且整个网络中只有核心区联系较为密切。社会网络分析结果与问卷统计结果对比发现,点度中心度低的用户,其购买意愿也相对较低；网络互动程度低的用户,绝大多数处于网络的边缘区,且未在派系之中；用户的网络互动程度与其购买意愿之间存在影响关系。
(2)社交商务用户网络购买意愿模型的检验结论。除了自身定位、虚拟性、异步互动和多入互动以外,技术性、安全性、网络外部性、个性化、同步互动、单人互动、用户-用户互动、用户-平台运营商互动和用户-广告商互动等因素会积极影响用户对社交商务平台的信任。在高程度互动组和低程度互动组的比较分析中发现,网络互动程度会影响用户对社交商务平台的信任以及网络购买意愿。同时,在高程度互动群组中影响大小排序前三的是安全性、用户-广告商互动和同步互动,低程度互动群组中影响大小排序前三的是安全性、技术性和单人互动,其中安全性都是影响最大的因素。
(3)社交商务网络环境下网络购买信任保障机制的结论。根据社交商务用户在社交商务交易过程中交易前、交易中和交易后三个阶段的侧重点不同,分别构建了三种不同类型的信任机制,包括基于声誉模型的信任机制、基于第三方认证机构的信任机制和基于服务质量的信任机制。
The core value of social network is the relationship between users, excavate users'information can provide them with better service. In China, however, parts of the social networking sites are over-reliance on the game-type applications in the initial stage of development, which can not form a continuous attraction to users. At the same time, there are still many problems in e-commerce market, online shopping users are urgently need an exchange platform which provides timely communication and effectively sharing.
Social network is based on trust, which is important for the sharing and dissemination of information resources. Trust is the link of information dissemination, which is beneficial to cause the purchase intention of other users. About e-commerce, integration with social network not only can enrich the consumers'shopping channel, but also can reduce the cost of sellers in the transaction process. Meanwhile, merge e-commerce into social networking sites has two advantages:1) make the best of the social networking relationships, strengthen the connections between social users, transfer the past model which is relied on the game to the model that the cores are knowledge, information and relations;2) expand a new profit model for social networking sites and bring opportunities to the further development of social network.
Therefore, study the network structure of social commerce network, discuss the influence of network interaction on purchase intention and analyze the trust guarantee mechanism in the social commerce environment not only enrich and develop the theory of network consumption behavior, but also do benefit to the development and management of social commerce platforms for social commerce network operators, which ensure the stable and rapid development of social network, and also have important theoretical and practical significance to the development of the internet industry in China.
In the first part of this paper, we analyze the network structure of social commerce network. First, we use the snowball sampling method to obtain the sample data from "Meilishuo", which is a social shopping sharing website. Second, we analyze the data by UCINET, including network density analysis, centrality analysis, cohesive subgroups analysis and core/periphery analysis. Third, we sent survey questions to all samples in order to further study the impact of network structure on users' purchase intention, and then sum up the network structure characteristics of social commerce network.
In the second part of this paper, we build the purchase intention model of social commerce users, and then conduct empirical analysis and hypothesis testing. From the perspective of the interaction of social commerce network, network interaction is classified by four dimensions: places of network interaction, characteristics of network interaction, modes of network interaction and objects of network interaction, and then further subdivided into self-localization, technology, security, virtual, network externality, personalization, synchronous interaction, asynchronous interaction, single interaction, multi-person interaction, member-member interaction, member-platform operators interaction and member-advertisers interaction. In the model, trust is the mediating variable, network purchase intention is the dependent variable, and degree of network interaction is the control variable. After that we analyze the data from random sampling by SPSS15.0and AMOS7.0, and divide the data into high degree of interaction group and low degree of interaction group from the degree of network interaction point of view. Finally identify the influence factors of network interaction on consumers' purchase intention in social commerce network.
In the third part of this paper, we research the trust guarantee mechanism of network purchase in social commerce network environment. Base on the summary of asymmetric information and related game theory, we analyze the differences between traditional e-commerce and social commerce, and then according the different emphasis of social commerce users on each transaction phase to discuss the trust guarantee mechanism, including the stage of before transaction, the stage of during transaction and the stage of after transaction.
The results of theoretic study and empirical analysis are as follows:
(1) The conclusions about the network structure of social commerce network. The network structure of samples is loose, only has twelve factions, and the relationship between cohesive subgroups tend to be randomly distributed. Meanwhile, the contact in core area of network is more frequently than the contact in periphery area. Draw a comparison between social network analysis results and questionnaire statistical results, we find three points. First, the users' purchase intentions are relatively low when they have low degree centrality. Second, the vast majority of users who have low degree of interaction are in the periphery area of network, and do not pertain to any faction. Third, there is an impact relationship between users' degree of network interaction and their purchase intention.
(2) The conclusions about the purchase intention model of social network users. Results show that except self-localization, virtual, asynchronous interaction and multi-person interaction, other influence factors have positive impact on users'trust in social commerce platform, include technology, security, network externality, personalization, synchronous interaction, single interaction, member-member interaction, member-platform operators interaction and member-advertisers interaction. Comparative analysis of the high degree of interaction group and the low degree of interaction group shows that different degree of network interaction will affect users'trust in social commerce and network purchase intention. Meanwhile, the top three influence factors of high degree of interaction group are security, member-advertisers interaction and synchronous interaction; about the low degree of interaction group, the top three influence factors are security, technology and single interaction.
(3) The conclusions about the trust guarantee mechanism of network purchase in social network environment. According to the three stages of social commerce transaction phase, we build three trust mechanisms, including trust mechanism based on the reputation model, trust mechanism based on the third-party certification body and trust mechanism based on the quality of service.
引文
[1]Nielsen & NM Incite. State of the media:the social media report 2012[EB/OL]. http://blog.nielsen.com/nielsenwire/social/20121.2012.12.4/2013.1.12.
[2]中国互联网络信息中心.第31次中国互联网络发展状况统计报告[R].中国互联网络信息中心,2013.
[3]Anderson, M., Sims, J., Price, J., et al. Turning "like" to "buy":social media emerges as a commerce channel[R]. Booz & Company,2011.
[4]唐兴通.社会化媒体营销大趋势—策略与方法[M].北京：清华大学出版社,2011.
[5]林璟骅,温雅力,邱心怡.中国社交媒体铸就消费新时代[R]. Mckinsey & Company,2012.
[6]任卓.SNS社交网站传播策略研究[D].硕士学位论文,吉林大学,2009.
[7]Ellison, N., Steinfield, C., & Lampe, C. The benefits of Facebook "Friends:" social capital and college students'use of online social network sites[J]. Journal of Computer-Mediated Communication,2007,12(4):1143-1168.
[8]Subrahmanyam, K.,& Greenfield, P. M. Virtual worlds in development:implications of social networking sites[J]. Journal of Applied Developmental Psychology,2008,29(6):417-419.
[9]Choi, J. H. Living in cyworld:contextualizing cy-ties in South Korea[M]. In Use of Blogs (Digital Formations), eds. A. Bruns & J. Jacobs (New York:Peter Lang),2006:173-186.
[10]Boyd, D. M.,& Ellison, N. B. Social network sites:definition, history, and scholarship[J]. Journal of Computer Mediated Communication,2008,13:210-230.
[11]Lenhart, A.,& Madden, M. Social networking websites and teens:an overview[R]. PEW Internet and American Life Project,2007.
[12]Peterson, P. A. Social networking sites:their interference on adolescent's friendships and self-esteem[D]. Master Dissertation, Fairleigh Dickinson University,2008.
[13]黄婷.社交网络服务(SNS)的用户接受影响因素研究[D].硕士学位论文,浙江大学,2009.
[14]Gangadharbatla, H. Individual differences in social networking site adoption[M]. Social networking communities and e-dating services:concepts and implications, Hershey, PA US: Information Science Reference/IGI Global,2009:1-17.
[15]李勇军.在线社交网络的拓扑特性分析[J].复杂系统与复杂性科学,2012,9(3)：22-37.
[16]Hagel, J.,& Armstrong, A. Net gain:expanding markets through virtual communities[M]. Mass:Harvard Business School Press, Boston,1997.
[17]王方芳.SNS虚拟社区的交往结构与信息传播研究[D].硕士学位论文,大连理工大学,2010.
[18]德勤.2011年中国社交网络投资研究报告[R].德勤华永会计师事务所有限公司北京分所,2011.
[19]Papacharissi, Z. The virtual geographies of social networks:a comparative analysis of Facebook, LinkedIn and ASmallWorld[J]. New Media & Society,2009,11:199-220.
[20]Boyd, D. Why youth (heart) social network sites:the role of networked publics in teenage social life[M]. MacArthur Foundation Series on Digital Learning-Youth, Identity, and Digital Media Volume (ed. David Buckingham), Cambridge, MA:MIT Press,2007.
[21]王冰.社交网络电子商务应用用户研究与交互设计[D].硕士学位论文,大连海事大学,2009.
[22]董志辉.基于双边市场理论的社交网站研究[D].硕士学位论文,厦门大学,2009.
[23]邱蕾.社会化媒体对消费者购买意愿的影响研究[D].硕士学位论文,江西财经大学,2009.
[24]Raacke, J., & Bonds-Raacke J. Myspace and Facebook:applying uses and gratifications theory to exploring friend-networking sites[J]. CyberPsychology & Behavior,2008,11(2): 169-174.
[25]Jones, S.,& Fox, S. Generations online in 2009[R]. PEW Internet and American Life Project, 2009.
[26]Vazire, S.,& Gosling, S. D. e-Perceptions:personality impressions based on personal websites[J], Journal of Personality and Social Psychology,2004,87(1):123-132.
[27]Banczyk, B., Kramer, N. C., & Senokozlieva, M. "The wurst" meets "fatless" in MySpace. The relationship between personality, nationality and self-presentation in an online community [C]. Paper presented at the annual conference of the International Communication Association, Montreal, Canada,2008.
[28]Kramer, N. C., & Winter, S. Impression management 2.0:the relationship of self-esteem, extraversion, self-efficacy, and self-presentation within social networking sites[J]. Journal of Media Psychology:Theories, Methods, and Applications,2008,20(3),106-116.
[29]Ross, C., Orr, E. S., Sisic, M., et al. Personality and motivations associated with Facebook use[J]. Computers in Human Behavior,2009,25:578-586.
[30]Correa, T, Hinsley, A. W.,& de Zuftiga, H. G. Who interacts on the Web? The intersection of users'personality and social media use[J]. Computers in Human Behavior,2010,26(2): 247-253.
[31]Steinfield, C., Ellison, N. B.,& Lampe, C. Social capital, self-esteem, and use of online social network sites:a longitudinal analysis[J]. Journal of Applied Developmental Psychology,2008,29:434-445.
[32]Zywica, J.,& Danowski, J. The faces of Facebookers:investigating social enhancement and social compensation hypotheses; predicting Facebook and offline popularity from sociability and self-esteem, and mapping the meanings of popularity with semantic networks[J]. Journal of Computer-Mediated Communication,2008,14(1):1-34.
[33]Buffardi, L. E.,& Campbell, W. K. Narcissism and social networking web sites[J]. Personality and Social Psychology Bulletin,2008,34(10):1303-1314.
[34]Lemieux, R. A. Will the real Jamie Marple please stand up? Affinity seeking, social loneliness, and social avoidance among Facebook users[C]. Paper presented at the conference of the Eastern Communication Association, Boston, MA,2007.
[35]Haferkamp, N.,& Kramer, N. "When I was your age, Pluto was a planet":impression management and need to belong as motives for joining groups on social networking sites[C]. Paper presented at the annual conference of the International Communication Association, Chicago:IL,2009.
[36]Adamic, L. A., Buyukkokten, O.,& Adar, E. A social network caught in the web[J]. First Monday,2003,8(6).
[37]Mislove, A., Marcon, M., Gummadi, K. P., et al. Measurement and analysis of online social networks[C]. In Proceedings of the 7th SIGCOMM Conference on Internet Measurement, 2007:29-42.
[38]Huberman, B. A., Romero D. M.,& Wu, F. Social networks that matter:Twitter under the microscope[J]. First Monday,2009,14 (1).
[39]Gross, R.,& Acquisti, A. Information revelation and privacy in online social networks (The Facebook case)[C]. Alexandria, VA:Association for Computing Machinery, Proceedings of ACM Workshop on Privacy in the Electronic Society,2005:71-80.
[40]Hodge, M. J. The Fourth Amendment and privacy issues on the "new" Internet: Facebook.com and Myspace.com[J]. Southern Illinois University Law Journal,2006,31: 95-122.
[41]Dwyer, C., Hiltz, S. R.,& Passerini, K. Trust and privacy concern within social networking sites:a comparison of Facebook and MySpace[C]. Proceedings of the Thirteenth Americas Conference on Information Systems, Keystone, Colorado,2007.
[42]Fogel, J.,& Nehmad, E. Internet social network communities:risk taking, trust, and privacy concerns[J]. Computers in Human Behavior,2009,25(1):153-160.
[43]Bond, B. J. Gender differences in self-disclosure on social network sites[J]. Rocky Mountain Communication Review,2009,6(2),29-37.
[44]De Souza, Z.,& Dick, G. N. Disclosure of information by children in social networking-Not just a case of "you show me yours and I'll show you mine"[J]. International Journal of Information Management,2009,29(4):255-261.
[45]Nosko, A., Wood, E.,& Molema, S. All about me:disclosures in online social networking profiles:The case of Facebook[J]. Computers in Human Behavior,2010,26(3):406-418.
[46]Zhao, S., Grasmuck, S.,& Martin, J. Identity construction on Facebook:digital empowerment in anchored relationships[J]. Computers in Human Behavior,2008,24(5): 1816-1836.
[47]Marsden, P. Simple definition of social commerce[EB/OL]. http://socialcommercetoday.com/social-commerce-defiriition-word-cloud-definitive-definition-list/. 2010.11.17/2012.6.5.
[48]Marsden, P. The 6 dimensions of social commerce:Rated and Reviewed[EB/OL]. http://socialcommercetoday.com/the-6-dimensions-of-social-commerce-rated-and-reviewed/. 2009.12.22/2012.6.5.
[49]艾瑞咨询.2011年中国社交化电子商务专题报告[R].艾瑞咨询集团,2011.
[50]搜搜百科.社会化电子商务[EB/OL]. http://baike.soso.com/v40887617.htm.2013.1.27.
[51]Fishbein, M.,& Ajzen, I. Belief, attitude, intention, and behavior:An introduction to theory and research[M]. Reading, MA:Addison-Wesley,1975.
[52]Davis, F. D. Perceived usefulness, perceived ease of use, and user acceptance of information technology[J]. MIS Quarterly,1989,13(3):319-337.
[53]Bagozzi, R. P.,& BurnKrant, R. E. Attitude organization and attitude-behavior relationship[J]. Journal of Personality and Social Psychology,1979,37(6):913-929.
[54]Spears, N., & Singh, S. N. Measuring attitude toward the brand and purchase intentions[J]. Journal of Current Issues and Research in Advertising,2004,26(2):53-66.
[55]Kovacich, G. L. Electronic internet business and security[J]. Computer and Security,1998,17: 129-135.
[56]Liao, Z.,& Cheung, M. T. Internet based e-shopping and consumer attitudes:an empirical study[J]. Journal and Management,2001,38:299-306.
[57]Kwak, H., Fox, R. J., & Zinkhan, G. M. What products can be successfully promoted and sold via the internet[J]. Journal of Advertising Research,2002,42(1):23-39.
[58]Doney, P. M., & Cannon, J. P. An examination of the nature of trust in buyer-seller relationship[J]. Journal of Marketing,1997,61:35-51.
[59]Gefen, D., Karahanna, E., & Straub, D. W. Trust and tam in online shopping:an integrated model[J]. MIS Quarterly,2003,27(1):51-90.
[60]Koufaris, M.,& Hampton-Sosa, W. The development of initial trust in an online company by new customers[J]. Information & Management,2004,41(3):377-397.
[61]Li, N.,& Zhang, P. Consumer online shopping attitudes and behavior:an assessment of research[C]. Eighth Americas Conference on Information Systems,2002.
[62]Vijayasarathy, L. R. Product characteristics and Internet shopping intentions[J]. Internet Research,2002,12(5):411-426.
[63]Limayem, M., Cheung, C. M.,& Chan, G W. A meta-analysis of online consumer behavior empirical research[C]. Paper in 8th AIM Conference, Grenoble, France,2003.
[64]Cho, J. Likelihood to abort an online transaction:influences from cognitive evaluations, attitudes and behavioral variables[J]. Information & Management,2004,41:827-838.
[65]Cha, J. Shopping on social networking websites:attitudes toward real versus virtual items[J]. Journal of Interactive Advertising,2009,10(1):77-93.
[66]邵兵家,高志欣,师蕾.消费者社交网站购物态度影响因素的实证研究[J].情报杂志,2010,29(8)：203-206.
[67]刘兴菊.SNS环境中消费者交互行为对购买意向的影响机制研究[D].硕士学位论文,华中科技大学,2010.
[68]Chu, S. C.,& Kim, Y. Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites[J]. International Journal of Advertising,2011,30(1): 47-75.
[69]Wiener, N. Cybernetics[M]. New York:Wiley,1948.
[70]Rice, R. E. New media technology:growth and integration[J]. In R. E. Rice (Ed.), The new media:Communication, research, and technology. Beverly Hills, CA:Sage.1984:15-61.
[71]Steuer, J. Defining virtual reality:dimensions determining telepresence[J]. Journal of Communication,1992,42(4):73-93
[72]孟威.网络互动：意义诠释与规则探讨[D].博士学位论文,中国社会科学院,2002.
[73]Walther, J. B. Interpersonal effects in computer mediated interaction:a relational perspective[J]. Communication Research,1992,19(1):52-90.
[74]Bauer, H. H., Grether, M.,& Leach, M. Building customer relations over the internet[J]. Industrial Marketing Management,2002,31(2):155-163.
[75]范晓屏.基于虚拟社区的网络互动对网络购买行为的影响研究[D].博士学位论文,浙江大学,2007.
[76]Cho, C. H.,& Leckenby, J. D. Interactivity as a measure of advertising effectiveness[C]. In Proceedings of the American Academy of Advertising, M. S. Roberts, ed., Gainesville, FL: University of Florida,1999:162-179.
[77]Rafaeli, S., & Sudweeks, F. Networked interactivity[J]. Journal of Computer Mediated Communication,1997,2(4).
[78]Hoffman, D. L.,& Novak, T. P. Marketing in hypermedia computer-mediated environments: conceptual foundations[J]. Journal of Marketing,1996,60(3):50-68.
[79]Massey, B. L.,& Levy, M. R. Interactivity, online journalism, and English-language web newspapers in Asia[J]. Journalism & Mass Communication Quarterly,1999,76(1):138-151.
[80]Coyle, T. R.,& Thorson, E. The effects of progressive levels of interactivity and vividness in web marketing sites[J]. Journal of Advertising,2001,30(3):65-77.
[81]Chung, D. S.,& Yoo, C. Y. Audience motivations for using interactive features:distinguishing use of different types of interactivity on an online newspaper[J]. Mass Communication and Society,2008,11:375-397.
[82]Verhoef, P. C.,& Langerak, F. Possible determinants of consumers'adoption of electronic grocery shopping in the Netherlands[J]. Journal of Retailing and Consumer Services,2001, 8(5):275-285.
[83]张瑞麟.虚拟社群强化社群成员归属感之研究[D].硕士学位论文,云林科技大学,2002.
[84]卢艳峰.虚拟社区互动沟通对购物意向的影响模式研究[D].硕士学位论文,浙江大学,2005.
[85]许晋龙.虚拟社群之研究[D].硕士学位论文,台湾台湾科技大学,1999.
[86]江嘉轩.虚拟社群网站使用动机与社会临场感研究[D].硕士学位论文,台湾中山大学,2004.
[87]Kozinets, R. V. E-tribalized marketing? The strategic implications of virtual communities of consumption[J]. European Management Journal,1999,17(3):252-264.
[88]黄少华.论网络空间的人际交往[J].社会科学研究,2002,4：93-97.
[89]王欢,郭玉锦.网络社区及其交往特点[J].北京邮电大学学报,2003,5(4)：19-21.
[90]马克·波斯特著,范静哗译.信息方式：后结构主义与社会语境[M].北京：商务印书馆,2000.
[91]吴正国.虚拟社会中的人际交往特点初探[J].内蒙古社会科学,2001,22(4)：109-112.
[92]刘环.交易型虚拟社区的网络互动对消费者购买意愿的影响研究[D].硕士学位论文,浙江大学,2010.
[93]Katz, M. L.,& Shapiro, C. Network externalities, competition, and comparibility[J]. The American Economic Review,1985,75(3):424-440.
[94]Kauffinan, R. J., McAndrews, J., & Wang Y. M. Opening the "black box" of network externalities in network adoption[J]. Information Systems Research,2000,11(1):61-82.
[95]Au, Y. A.,& Kauffman, R. J. Should we wait? Network externalities, compatibility, and electronic billing adoption[J]. Journal of Management Information Systems,2001,18(2): 47-64.
[96]Brynjolfsson, E.,& Kemerer, C. F. Network externalities in microcomputer software:an econometric analysis of the spreadsheet market[J]. Management Science,1996,42(12): 1627-1647.
[97]Conner, K. R. Obtaining strategic advantage from being imitated:when can encouraging clones pay?[J] Management Science,1995,41(2):209-225.
[98]Hsu, Chin-Lung, Lu, Hsi-Peng,& Hsu, Huei-Hsia. Adoption of the mobile internet:an empirical study of multimedia message service (MMS)[J]. Omega:International Journal of Management Science,2007,35(6),715-726.
[99]Wang, Chih-Chien, Lo, Shao-Kang & Fang, Wenchang. Extending the technology acceptance model to mobile telecommunication innovation:the existence of network externalities[J]. Journal of Consumer Behaviour,2008,13(2):101-110.
[100]周园,王念新.大学生使用社交网络服务的影响因素研究[J].电化教育研究,2011,(11)：41-45.
[101]McMillan, S. J., Hwang, J. S.,& Lee, G. Effects of structural and perceptual factors on attitudes toward the website[J]. Journal of Advertising Research,2003,43(4):400-409.
[102]Heeter, C. Interactivity in context of designed experiences[J]. Journal of Interactive Advertising,2000,1(1).
[103]Macias, W. A preliminary structural equation model of comprehension and persuasion of interactive brand web sites[J]. Journal of Interactive Advertising,2003,3(2).
[104]Ha, L.,& James, E. L. Interactivity reexamined:a baseline analysis of early business websites[J]. Journal of Broadcasting & Electronic Media,1998,42(4),457-474.
[105]McMillan, S. J.,& Hwang, J. S. Measures of perceived interactivity:an exploration of the role of direction of communication, user control, and time in shaping perceptions if interactivity[J]. Journal of Advertising,2002,31(3),29-42.
[106]Pearce, W. B. Trust in interpersonal communication J]. Speech Monograpbs,1974,41(3): 236-244.
[107]Schurr, P. H.,& Ozanne, J. L. Influences on exchange processes:buyers'preconceptions of a sellers'trustworthiness and bargaining toughness[J]. Journal of Consumer Research,1985, 11(4):939-953.
[108]Zaltman, G.,& Moorman, C. The importance of personal trust in the use of research[J]. Journal of Advertising Research,1988,28(3):16-24.
[109]Holmes, J. G.,& Rempel, J. K. Trust in close relationships[M]. In Review of personality and social psychology, C. Hendrick Ed. London:Sage,1989,10:187-220.
[110]Crosby, L. A., Evans, K. R.,& Cowles D. Relationship quality in service selling:an interpersonal influence perspective[J]. Journal of Marketing,1990,54(3):68-81.
[111]Morgan, R. M.,& Hunt, S. D. The commitment-trust theory of relationship marketing[J]. Journal of Marketing,1994,58(3):20-38.
[112]Ganesan, S. Determinants of long-term orientation in buyer-seller relationships[J]. Journal of Marketing,1994,58(2):1-19.
[113]Lewicki, R. J.,& Bunker, B. B. Trust in relationship:a model of development and decline[J]. In Conflict, Cooperation and Justice, B. Bunker and J. Rubin (eds.), San Francisco: Jossey-Bass,1995:133-173.
[114]McAllister, D. J. Affect-and cognition-based trust as foundations for interpersonal cooperation in organizations[J]. Academy of Management Journal,1995,38(1):24-59.
[115]Mayer, R. C., Davis F. D.,& Schoorman, F. D. An integrative model of organizational trust[J]. Academy of Management Review,1995,20(3):709-734.
[116]Hosmer, L. T. Trust:The connecting link between organizational theory and philosophical ethics[J]. Academy of Management Review,1995,20(2):379-403.
[117]Sitkin, S. B. On the positive effects of legalization on trust[J]. Research on Negotiation in Organizations,1995(5):185-217.
[118]Korsgaard, M. A., Schweiger, D. M., & Sapienza, H. J. Building commitment, attachment, and trust in strategic decision-making teams:the role of procedural justice[J]. Academy of Management Journal,1995,38(1):60-84.
[119]Mishra, A. K. Organizational responses to crisis:the centrality of trust[J]. In R. M. Kramar & T. R. Tyler (Eds.), Trust in organizations:Frontiers of theory and research,1996, 261-287.
[120]Nooteboom, B., Berger, H.,& Noorderhaven, N. G. Effects of trust and governance on relational risk[J]. Academy of Management Journal,1997,40(2):308-338.
[121]Das, T. K.,& Teng, B. S. Between trust and control:developing confidence in partner cooperation in alliances[J]. Academy of Management Review,1998,23(3):491-512.
[122]McKnight, D. H., Cummings, L. L.,& Chervany, N. L. Initial trust formation in new organizational relationships[J]. Academy of Management Review,1998,23(3):473-490.
[123]Rousseau, D. M., Sitkin, S. B., Bint, R. S., et al. Not so different after all:a cross-discipline view of trust[J].The Academy of Management Review,1998,23(3):393-404.
[124]Geyskens, L., Steenkamp, J. E. M.,& Kumar, N. A meta-analysis of satisfaction in marketing channel relationships[J]. Journal of Marketing Research,1999,36:223-238.
[125]Jacobs, R. S., Hyman, M. R.,& McQuitty, S. Exchange-specific self-disclosure, social self-disclosure, and personal selling[J]. Journal of Marketing Theory and Practice,2001, 9(1):48-62.
[126]Rempel, J. K., Holmes, J. G.,& Zanna, M. P. Trust in close relationships[J]. Journal of Personality and Social Psychology,1985,49(1):95-112.
[127]Lewis, J. D.,& Weigert, A. Trust as a social reality[J]. Social Forces,1985,63(4):967-985.
[128]Butler, J. K. Toward understanding and measuring conditions of trust:evolution of a condition of trust inventory[J]. Journal of Management,1991,17(3):643-663.
[129]Kumar, N., Scheer, L. K.,& Steenkamp, J-B E. M. The effects of supplier fairness on vulnerable resellers[J]. Journal of Marketing Research,1995,32:54-65.
[130]连征忠.虚拟社群成员间信任关系之探讨[D].硕士学位论文,台湾大叶大学事业经营研究所,2002：23-41.
[131]Pavlou, P. A.,& Gefen, D. Building effective online marketplaces with institution-based trust[J]. Information Systems Research,2004,15(1):37-59.
[132]唐嘉庚.互动性对B2C环境下信任及购买行为倾向影响研究[D].博士学位论文,复旦大学,2006.
[133]王守中.影响我国B2C消费者初始信任因素的实证分析[D].博士学位论文,西南交通大学,2008.
[134]McKnight, D. H., Choudhury, V,& Kacmar, C. Developing and validating trust measures for e-commerce:an integrative typology[J]. Information system Research,2002,13(3): 334-359.
[135]Zucker, L. G. Production of trust:institutional of the economic structure 1840-1920[J]. Research in Organizational Behavior,1986,8:53-111.
[136]Schoder, D.,& Yin, P. L. Building firm trust online[J]. Communications of the ACM,2000, 43(12):73-79.
[137]Blau, P. M. Exchange and power in social life[M]. New York:John Wiley & Sons,1964.
[138]Snijders, C. Trust and commitments[M]. Amsterdam:Thesis Publishers,1996.
[139]Smith, J. B.,& Barclay, D. W. The effects of organizational differences and trust on the effectiveness of selling partner relationships[J]. The Journal of Marketing,1997,61(1): 3-21.
[140]Boyd, J. In community we trust:online security communication at eBay[J]. Journal of computer-mediated communication,2002,7(3).
[141]黄卉怡.影响网际网路虚拟社群成员间信任取得之因素[D].硕士学位论文.台湾中正大学,2002.
[142]李明仁.虚拟社群与网友忠诚度之研究[D].硕士学位论文,台湾科技大学,2001.
[143]Belanger, F., Hitler, J. S., & Smith, W. J. Trustworthiness in electronic commerce:the role of privacy, security, and site attributes[J]. The Journal of Strategic Information Systems,2002, 11(3):245-270.
[144]Blanchard, A. Virtual behavior settings:an application of behavior setting theories to virtual communities[J]. Journal of Computer Mediated Communication,2004,9(2).
[145]Wang, Y D.,& Henry, H. E. An overview of online trust:concepts, elements and implications[J]. Computer in Human Behavior,2005,21(1):105-125.
[146]Barnes, J. A. Class and committees in a norwegian island parish[J]. Human Relations,1954, (7):39-58.
[147]李瀚瀛.应用结构洞理论构建企业人际情报网络初探[J].科技情报开发与经济,2008,18(22)：68-69.
[148]田凯.科尔曼的社会资本理论及其局限[J].社会科学研究,2001,1：90-96.
[149]Nahapiet, J.,& Ghoshal, S. Social capital, intellectual capital, and the organizational advantage[J]. Academy of Management Review,1998,23(2):242-266.
[150]Fukuyama, F. Trust:the social virtues and the creation of prosperity[M]. New York:Free Press,1995.
[151]王剑峰.创新网络的结构特征对集群创新影响的理论与应用研究[D].硕士学位论文,电子科技大学,2007.
[152]Scott,刘军译.社会网络分析方法[M].重庆：重庆大学出版社,2007.
[153]Knoke, D.,& Kuklinski, J. H. Network analysis[M]. Newbury Park:Sage,1982.
[154]Freeman, L. C. Centrality in social networks:conceptual clarification[J]. Social Networks, 1979,1(3):215-239.
[155]Alba, R. D. A graph-theoretic definition of a sociometric clique[J]. Journal of Mathematical Sociology,1973,3:113-126.
[156]Mokken, R. J. Cliques, clubs and clans[J]. Quality and Quantity,1979,13:161-173.
[157]Borgatti, S. P., Everett, M. G.,& Freeman, L. C. Ucinet for windows:software for social network analysis[M]. Harvard, MA:Analytic Technologies,2002.
[158]刘军.整体网分析讲义—CINET软件实用指南[M1.上海：格致出版社,2009
[159]Scott, J. P. Social network analysis:a handbook[M]. Sage Publications Ltd,2nd edition, 2000.
[160]Wasserman, S.,& Faust, K. Social network analysis:models and applications[M]. New York: Cambridge University Press,1994.
[161]Efrmova, L.,& Hendrick, S. In search for a virtual settlement:an exploration of weblog community boundaries[C]. Communities & Technologies,2005.
[162]汪维富,钟志贤.博客社区中好友链接的社会网络分析—以科学网的博客社区为分析案例[J].现代远距离教育,2010,5：55-59.
[163]Bourdieu, P.,& Wacquant, L. J. D. An invitation to reflexive sociology[M]. Chicago: University of Chicago Press,1992.
[164]Chen, I. Y. L. The factors influencing members'continuance intentions in professional virtual communities:a longitudinal study[J]. Journal of Information Science,2007,33(4): 451-467.
[165]Haythornthwaite, C. A social network study of the growth of community among distance learners[J/OL]. Information Research,1998,4(1).
[166]Kristine, de V, Fred, L., Peter, C. V., et al. Satisfaction with virtual communities of interest: effect on members'visit frequency[J]. British Journal of Management,2007, (18):241-256.
[167]Tsai, W.,& Ghoshal, S. Social capital and value creation:the role of intra firm networks[J]. Academy of Management Journal,1998,41(4):464^76.
[168]Kavanaugh, A., Carroll, J. M., Rosson, M. B., et al. Community networks:where offline communities meet online[J]. Journal of Computer-Mediated Communication,2005,10(4).
[169]Hernandes, C. A., & Fresneda, P. S. Main critical success factors for the establishment and operation of virtual communities of practice[C].3rd. European Knowledge Management Summer School, San Sebastian,, Spain,2003.
[170]Porter, C. E. A typology of virtual communities:a multi-disciplinary foundation for future research[J]. Journal of Computer-Mediated Communication,2004,10(1).
[171]向海华,沈治宏.虚拟社区知识共享活动给电子商务带来商机[J].情报理论与实践,2004,5：472-474.
[172]孙居好.社区成员视角的虚拟社区评价指标体系研究[D].硕士学位论文,浙江大学,2005
[173]艾瑞咨询.中国网络社区研究报告[R].艾瑞市场咨询,2009.
[174]Preece, J. Online communities:designing usability, supporting sociability:Supporting Sociability, Designing Usability[M]. Chichester:John Wiley & Sons,2000.
[175]Lin, H. F. The role of online and offline features in sustaining virtual communities:an empirical study[J]. Internet Research,2007,17(2):119-138.
[176]Yoo, W. S., Sun, K. S.,& Lee, M. B. Exploring the factors enhancing member participation in online communities[J]. Journal of Global Information Management,2002,10(3):55-71.
[177]Leimeister, J. M., Sidiras, P.,& Krcmar, H. Success factors of virtual communities from the perspective of members and operators:an empirical study[C], Proceedings of the 37th Hawaii International Conference on System Sciences,2004.
[178]Koh, B. J., Kim, Y. G., Butler, B., et al. Encouraging the participation in the virtual community[J]. Communications of the ACM,2007,50(2):69-73.
[179]Kim, K. H.,& Jung, Y. M. Website evaluation factors and virtual community loyalty in Korea[J]. Cross-Cultural Buyer Behavior (Advances in International Marketing, Volume 18), 2007,231-252.
[180]Daly-Jones, O., Monk, A., Frohlich, D. M., et al. Multimodal messages:the pen and voice opportunity [J]. Interacting with Computers,1997,9(1):1-25.
[181]Baym, N. K. Interpersonal life online[M]. In L.A. Lievrouw & S. Livingstone (Eds.), Handbook of new media:Social shaping and consequences of ICTs, London:Sage,2002: 62-72.
[182]张璐.基于虚拟社区的网络互动对旅游目的地形象感知的影响研究[D].硕士学位论文,浙江大学,2011.
[183]Gefen, D.,& Straub, D. W. Building consumer trust in electronic commerce[R]. Working paper, Robinson College of Business, Georgia State University, Atlanta GA,1999.
[184]Fogg, B. J, Marshall, J., Laraki, O., et al. What makes web sites credible? A report on a large quantitative study[C]. CHI 2001 Conference on Human Factors and Computing Systems, 2001:61-68.
[185]康盛创想,艾瑞.第三届中国网络社区研究报告[R].康盛创想,艾瑞市场咨询,2007.
[186]郭小钗,孙灿,陈蓓蕾等.门户网站品牌忠诚度影响因素的实证研究[J].技术经济,2008,9：111-117.
[187]艾瑞咨询.中国社区论坛用户和站长研究报告[R].艾瑞咨询集团,2011.
[188]Gefen, D. E-commerce:the role of familiarity and trust[J]. Omega,2000,28(5):725-737.
[189]McKnight, D. H.,& Chervany, N. L. What trust means in e-commerce customer relationships:an interdisciplinary conceptual typology [J]. International Journal of Electronic Commerce,2002,6(2):35-59.
[190]Pavlou, P. A. Consumer acceptance of electronic commerce:integrating trust and risk with the technology acceptance model[J]. Journal of Electronic Commerce,2003,7(3):101-134.
[191]Hong, I. B.,& Cho, H. The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces:intermediary trust vs. seller trust[J]. International Journal of Information Management,2011,31(5):469-479.
[192]Adler, R. P.,& Christopher, A.J. Internet community primer[M]. MA:Adams Media Co., 1999.
[193]杨堤雅.网际网路虚拟社群成员之角色与沟通互动之探讨[D].硕士学位论文,台湾中正大学,1999.
[194]Burnett, G. Information exchange in virtual communities:a typology[J]. Information Research,2000,5(4).
[195]Blanchard, A. L.,& Markus, M. L. The experienced "sense" of a virtual community: characteristics and processes[J]. The Data Base for Advances in Information Systems,2004, 35(1):64-79.
[196]Preece, J. Sociability and usability in online communities:determining and measuring success[J]. Behavior and Information Technology,2001,20(5):347-356.
[197]Preece, J., Abras, C.,& Maloney-Krichma, D. Designing and evaluating online communities: research speaks to emerging practice[J]. International Journal of Web Based Communities, 2004,1(1):2-18.
[198]侯杰泰,温忠麟,成子娟.结构方程模型及应用[M].北京：教育科学出版社,2004.
[199]温忠麟,侯杰泰,张宙.调节效应与中介效应的比较和应用[J].心理学报,2005,37(2)：268-274.
[200]Baron, R. M.,& Kenny, D. A. The moderator-mediator variable distinction in social psychological research:conceptual, strategic, and statistical considerations[J]. Journal of Personality and Social Psychology,1986,51(6):1173-1182.
[201]Judd, C. M.,& Kenny, D. A. Process analysis:estimating mediation in treatment evaluations[J]. Evaluation Review,1981,5(5):602-619.
[202]Akerlof, G. A. The market for "lemons":quality uncertainty and the market mechanism[J]. The Quarterly Journal of Economics,1970,84(3):488-500.
[203]张维迎.博弈论与信息经济学[M].上海：上海人民出版社,1996.
[204]Kreps, D. M., Milgrom, P., Roberts, J., et al. Rational cooperation in the finitely repeated prisoners dilemma[J]. Journal of Economic Theory,1982,27:245-252.
[205]Beth, T., Borcherding, M., & Klein, B. Valuation of trust in open networks[C]. In Proc. of the 3rd European Symposium on Research in Computer Security, Springer-Verlag,1994: 3-18.
[206]刘子良.基于P2P网络的分离声誉系统模型[D].硕士学位论文,华东师范大学,2008.
[207]Josang, A. The right type of trust distributed systems[C]. In Proceedings New Security Paradigms Workshop,1996.
[208]Josang, A.,& Knapskog, S. J. A metric trusted systems[C]. In Proceedings of the 21st National Information Systems Security Conference, NSA,1998.
[209]Josang, A. The consensus operator for combining beliefe[J]. Artificial Intelligence journal, 2002,141(1-2):157-170.
[210]Grandison, T. W. A. Trust management for internet applications[D]. PhD thesis, University of London,2003.
[211]Kamvar, S. D., Schlosser, M. T.,& Garcia-Molina, H. The EigenTrust algorithm for reputation management P2P networks[C]. In Proceedings of the Twelfth International World Wide Web Conference,2003.
[212]周黎安.从易趣网上交易看中国网络信用之现状及建议[R].2004信用与电子商务高峰会,2004.
[213]Melnik, M. I.,& Aim, J. Does a seller's ecommerce reputation matter? Evidence from eBay auctions[J] The Journal of Industrial Economics,2002,50(3):337-349
[214]Wood, C. A., Fan, M.,& Tan, Y. An examination of the reputation systems for online auctions[J]. In Proceedings of the Workshop for Information Systems and Economics,2002.
[215]Livingston, J. A. How valuable is a good reputation? A sample selection model of internet auctions[J]. Review of Economics and Statistics,2005,87(3):453-465.
[216]钱若冰.电子商务市场中声誉效应研究与声誉评价机制设计[D].硕士学位论文,华中科技大学,2005.
[217]鞠彦辉,何毅.社会化商务模式研究[J].现代情报,2012,32(11)：6-9.
[218]田倩.购物分享社区中信任模型的建立研究[J].现代商贸工业,2012,16：75-76.
[219]张莉,陈怡然.社会网络属性对电子商务信任影响的实证研究[J].管理现代化,2012,4：88-90.
[220]姜守旭,李建中.一种P2P电子商务系统中基于声誉的信任机制[J].软件学报,2007,18(10)：2551-2563.
[221]卢志刚.基于模糊理论的电子商务声誉管理模型研究[D].博士学位论文,天津大学,2007.
[222]刘德铭,黄振高.对策论及其应用[M].国防科技大学出版社,1995.
[223]程广平.基于博弈分析和信用中介的中小电子商务企业信用机制建立[D].博士学位论文,天津大学,2006.
[224]李宁.基于制度信任的电子商务信任机制研究[D].硕士学位论文,华侨大学,2009.
[225]杜惠英.3G增值业务采纳行为及安全信任机制研究[D].博士学位论文,北京邮电大学,2011.
[226]周涛.面向交易全过程的电子商务信任研究[[D].博士学位论文,华中科技大学,2007.
[227]Li, L.,& Wang, Y. A trust vector approach to service-oriented applications[C]. InProceedings of the 2008 IEEE International Conference on Web Services,2008:270-277.
[2]中国互联网络信息中心.第31次中国互联网络发展状况统计报告[R].中国互联网络信息中心,2013.
[3]Anderson, M., Sims, J., Price, J., et al. Turning "like" to "buy":social media emerges as a commerce channel[R]. Booz & Company,2011.
[4]唐兴通.社会化媒体营销大趋势—策略与方法[M].北京：清华大学出版社,2011.
[5]林璟骅,温雅力,邱心怡.中国社交媒体铸就消费新时代[R]. Mckinsey & Company,2012.
[6]任卓.SNS社交网站传播策略研究[D].硕士学位论文,吉林大学,2009.
[7]Ellison, N., Steinfield, C., & Lampe, C. The benefits of Facebook "Friends:" social capital and college students'use of online social network sites[J]. Journal of Computer-Mediated Communication,2007,12(4):1143-1168.
[8]Subrahmanyam, K.,& Greenfield, P. M. Virtual worlds in development:implications of social networking sites[J]. Journal of Applied Developmental Psychology,2008,29(6):417-419.
[9]Choi, J. H. Living in cyworld:contextualizing cy-ties in South Korea[M]. In Use of Blogs (Digital Formations), eds. A. Bruns & J. Jacobs (New York:Peter Lang),2006:173-186.
[10]Boyd, D. M.,& Ellison, N. B. Social network sites:definition, history, and scholarship[J]. Journal of Computer Mediated Communication,2008,13:210-230.
[11]Lenhart, A.,& Madden, M. Social networking websites and teens:an overview[R]. PEW Internet and American Life Project,2007.
[12]Peterson, P. A. Social networking sites:their interference on adolescent's friendships and self-esteem[D]. Master Dissertation, Fairleigh Dickinson University,2008.
[13]黄婷.社交网络服务(SNS)的用户接受影响因素研究[D].硕士学位论文,浙江大学,2009.
[14]Gangadharbatla, H. Individual differences in social networking site adoption[M]. Social networking communities and e-dating services:concepts and implications, Hershey, PA US: Information Science Reference/IGI Global,2009:1-17.
[15]李勇军.在线社交网络的拓扑特性分析[J].复杂系统与复杂性科学,2012,9(3)：22-37.
[16]Hagel, J.,& Armstrong, A. Net gain:expanding markets through virtual communities[M]. Mass:Harvard Business School Press, Boston,1997.
[17]王方芳.SNS虚拟社区的交往结构与信息传播研究[D].硕士学位论文,大连理工大学,2010.
[18]德勤.2011年中国社交网络投资研究报告[R].德勤华永会计师事务所有限公司北京分所,2011.
[19]Papacharissi, Z. The virtual geographies of social networks:a comparative analysis of Facebook, LinkedIn and ASmallWorld[J]. New Media & Society,2009,11:199-220.
[20]Boyd, D. Why youth (heart) social network sites:the role of networked publics in teenage social life[M]. MacArthur Foundation Series on Digital Learning-Youth, Identity, and Digital Media Volume (ed. David Buckingham), Cambridge, MA:MIT Press,2007.
[21]王冰.社交网络电子商务应用用户研究与交互设计[D].硕士学位论文,大连海事大学,2009.
[22]董志辉.基于双边市场理论的社交网站研究[D].硕士学位论文,厦门大学,2009.
[23]邱蕾.社会化媒体对消费者购买意愿的影响研究[D].硕士学位论文,江西财经大学,2009.
[24]Raacke, J., & Bonds-Raacke J. Myspace and Facebook:applying uses and gratifications theory to exploring friend-networking sites[J]. CyberPsychology & Behavior,2008,11(2): 169-174.
[25]Jones, S.,& Fox, S. Generations online in 2009[R]. PEW Internet and American Life Project, 2009.
[26]Vazire, S.,& Gosling, S. D. e-Perceptions:personality impressions based on personal websites[J], Journal of Personality and Social Psychology,2004,87(1):123-132.
[27]Banczyk, B., Kramer, N. C., & Senokozlieva, M. "The wurst" meets "fatless" in MySpace. The relationship between personality, nationality and self-presentation in an online community [C]. Paper presented at the annual conference of the International Communication Association, Montreal, Canada,2008.
[28]Kramer, N. C., & Winter, S. Impression management 2.0:the relationship of self-esteem, extraversion, self-efficacy, and self-presentation within social networking sites[J]. Journal of Media Psychology:Theories, Methods, and Applications,2008,20(3),106-116.
[29]Ross, C., Orr, E. S., Sisic, M., et al. Personality and motivations associated with Facebook use[J]. Computers in Human Behavior,2009,25:578-586.
[30]Correa, T, Hinsley, A. W.,& de Zuftiga, H. G. Who interacts on the Web? The intersection of users'personality and social media use[J]. Computers in Human Behavior,2010,26(2): 247-253.
[31]Steinfield, C., Ellison, N. B.,& Lampe, C. Social capital, self-esteem, and use of online social network sites:a longitudinal analysis[J]. Journal of Applied Developmental Psychology,2008,29:434-445.
[32]Zywica, J.,& Danowski, J. The faces of Facebookers:investigating social enhancement and social compensation hypotheses; predicting Facebook and offline popularity from sociability and self-esteem, and mapping the meanings of popularity with semantic networks[J]. Journal of Computer-Mediated Communication,2008,14(1):1-34.
[33]Buffardi, L. E.,& Campbell, W. K. Narcissism and social networking web sites[J]. Personality and Social Psychology Bulletin,2008,34(10):1303-1314.
[34]Lemieux, R. A. Will the real Jamie Marple please stand up? Affinity seeking, social loneliness, and social avoidance among Facebook users[C]. Paper presented at the conference of the Eastern Communication Association, Boston, MA,2007.
[35]Haferkamp, N.,& Kramer, N. "When I was your age, Pluto was a planet":impression management and need to belong as motives for joining groups on social networking sites[C]. Paper presented at the annual conference of the International Communication Association, Chicago:IL,2009.
[36]Adamic, L. A., Buyukkokten, O.,& Adar, E. A social network caught in the web[J]. First Monday,2003,8(6).
[37]Mislove, A., Marcon, M., Gummadi, K. P., et al. Measurement and analysis of online social networks[C]. In Proceedings of the 7th SIGCOMM Conference on Internet Measurement, 2007:29-42.
[38]Huberman, B. A., Romero D. M.,& Wu, F. Social networks that matter:Twitter under the microscope[J]. First Monday,2009,14 (1).
[39]Gross, R.,& Acquisti, A. Information revelation and privacy in online social networks (The Facebook case)[C]. Alexandria, VA:Association for Computing Machinery, Proceedings of ACM Workshop on Privacy in the Electronic Society,2005:71-80.
[40]Hodge, M. J. The Fourth Amendment and privacy issues on the "new" Internet: Facebook.com and Myspace.com[J]. Southern Illinois University Law Journal,2006,31: 95-122.
[41]Dwyer, C., Hiltz, S. R.,& Passerini, K. Trust and privacy concern within social networking sites:a comparison of Facebook and MySpace[C]. Proceedings of the Thirteenth Americas Conference on Information Systems, Keystone, Colorado,2007.
[42]Fogel, J.,& Nehmad, E. Internet social network communities:risk taking, trust, and privacy concerns[J]. Computers in Human Behavior,2009,25(1):153-160.
[43]Bond, B. J. Gender differences in self-disclosure on social network sites[J]. Rocky Mountain Communication Review,2009,6(2),29-37.
[44]De Souza, Z.,& Dick, G. N. Disclosure of information by children in social networking-Not just a case of "you show me yours and I'll show you mine"[J]. International Journal of Information Management,2009,29(4):255-261.
[45]Nosko, A., Wood, E.,& Molema, S. All about me:disclosures in online social networking profiles:The case of Facebook[J]. Computers in Human Behavior,2010,26(3):406-418.
[46]Zhao, S., Grasmuck, S.,& Martin, J. Identity construction on Facebook:digital empowerment in anchored relationships[J]. Computers in Human Behavior,2008,24(5): 1816-1836.
[47]Marsden, P. Simple definition of social commerce[EB/OL]. http://socialcommercetoday.com/social-commerce-defiriition-word-cloud-definitive-definition-list/. 2010.11.17/2012.6.5.
[48]Marsden, P. The 6 dimensions of social commerce:Rated and Reviewed[EB/OL]. http://socialcommercetoday.com/the-6-dimensions-of-social-commerce-rated-and-reviewed/. 2009.12.22/2012.6.5.
[49]艾瑞咨询.2011年中国社交化电子商务专题报告[R].艾瑞咨询集团,2011.
[50]搜搜百科.社会化电子商务[EB/OL]. http://baike.soso.com/v40887617.htm.2013.1.27.
[51]Fishbein, M.,& Ajzen, I. Belief, attitude, intention, and behavior:An introduction to theory and research[M]. Reading, MA:Addison-Wesley,1975.
[52]Davis, F. D. Perceived usefulness, perceived ease of use, and user acceptance of information technology[J]. MIS Quarterly,1989,13(3):319-337.
[53]Bagozzi, R. P.,& BurnKrant, R. E. Attitude organization and attitude-behavior relationship[J]. Journal of Personality and Social Psychology,1979,37(6):913-929.
[54]Spears, N., & Singh, S. N. Measuring attitude toward the brand and purchase intentions[J]. Journal of Current Issues and Research in Advertising,2004,26(2):53-66.
[55]Kovacich, G. L. Electronic internet business and security[J]. Computer and Security,1998,17: 129-135.
[56]Liao, Z.,& Cheung, M. T. Internet based e-shopping and consumer attitudes:an empirical study[J]. Journal and Management,2001,38:299-306.
[57]Kwak, H., Fox, R. J., & Zinkhan, G. M. What products can be successfully promoted and sold via the internet[J]. Journal of Advertising Research,2002,42(1):23-39.
[58]Doney, P. M., & Cannon, J. P. An examination of the nature of trust in buyer-seller relationship[J]. Journal of Marketing,1997,61:35-51.
[59]Gefen, D., Karahanna, E., & Straub, D. W. Trust and tam in online shopping:an integrated model[J]. MIS Quarterly,2003,27(1):51-90.
[60]Koufaris, M.,& Hampton-Sosa, W. The development of initial trust in an online company by new customers[J]. Information & Management,2004,41(3):377-397.
[61]Li, N.,& Zhang, P. Consumer online shopping attitudes and behavior:an assessment of research[C]. Eighth Americas Conference on Information Systems,2002.
[62]Vijayasarathy, L. R. Product characteristics and Internet shopping intentions[J]. Internet Research,2002,12(5):411-426.
[63]Limayem, M., Cheung, C. M.,& Chan, G W. A meta-analysis of online consumer behavior empirical research[C]. Paper in 8th AIM Conference, Grenoble, France,2003.
[64]Cho, J. Likelihood to abort an online transaction:influences from cognitive evaluations, attitudes and behavioral variables[J]. Information & Management,2004,41:827-838.
[65]Cha, J. Shopping on social networking websites:attitudes toward real versus virtual items[J]. Journal of Interactive Advertising,2009,10(1):77-93.
[66]邵兵家,高志欣,师蕾.消费者社交网站购物态度影响因素的实证研究[J].情报杂志,2010,29(8)：203-206.
[67]刘兴菊.SNS环境中消费者交互行为对购买意向的影响机制研究[D].硕士学位论文,华中科技大学,2010.
[68]Chu, S. C.,& Kim, Y. Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites[J]. International Journal of Advertising,2011,30(1): 47-75.
[69]Wiener, N. Cybernetics[M]. New York:Wiley,1948.
[70]Rice, R. E. New media technology:growth and integration[J]. In R. E. Rice (Ed.), The new media:Communication, research, and technology. Beverly Hills, CA:Sage.1984:15-61.
[71]Steuer, J. Defining virtual reality:dimensions determining telepresence[J]. Journal of Communication,1992,42(4):73-93
[72]孟威.网络互动：意义诠释与规则探讨[D].博士学位论文,中国社会科学院,2002.
[73]Walther, J. B. Interpersonal effects in computer mediated interaction:a relational perspective[J]. Communication Research,1992,19(1):52-90.
[74]Bauer, H. H., Grether, M.,& Leach, M. Building customer relations over the internet[J]. Industrial Marketing Management,2002,31(2):155-163.
[75]范晓屏.基于虚拟社区的网络互动对网络购买行为的影响研究[D].博士学位论文,浙江大学,2007.
[76]Cho, C. H.,& Leckenby, J. D. Interactivity as a measure of advertising effectiveness[C]. In Proceedings of the American Academy of Advertising, M. S. Roberts, ed., Gainesville, FL: University of Florida,1999:162-179.
[77]Rafaeli, S., & Sudweeks, F. Networked interactivity[J]. Journal of Computer Mediated Communication,1997,2(4).
[78]Hoffman, D. L.,& Novak, T. P. Marketing in hypermedia computer-mediated environments: conceptual foundations[J]. Journal of Marketing,1996,60(3):50-68.
[79]Massey, B. L.,& Levy, M. R. Interactivity, online journalism, and English-language web newspapers in Asia[J]. Journalism & Mass Communication Quarterly,1999,76(1):138-151.
[80]Coyle, T. R.,& Thorson, E. The effects of progressive levels of interactivity and vividness in web marketing sites[J]. Journal of Advertising,2001,30(3):65-77.
[81]Chung, D. S.,& Yoo, C. Y. Audience motivations for using interactive features:distinguishing use of different types of interactivity on an online newspaper[J]. Mass Communication and Society,2008,11:375-397.
[82]Verhoef, P. C.,& Langerak, F. Possible determinants of consumers'adoption of electronic grocery shopping in the Netherlands[J]. Journal of Retailing and Consumer Services,2001, 8(5):275-285.
[83]张瑞麟.虚拟社群强化社群成员归属感之研究[D].硕士学位论文,云林科技大学,2002.
[84]卢艳峰.虚拟社区互动沟通对购物意向的影响模式研究[D].硕士学位论文,浙江大学,2005.
[85]许晋龙.虚拟社群之研究[D].硕士学位论文,台湾台湾科技大学,1999.
[86]江嘉轩.虚拟社群网站使用动机与社会临场感研究[D].硕士学位论文,台湾中山大学,2004.
[87]Kozinets, R. V. E-tribalized marketing? The strategic implications of virtual communities of consumption[J]. European Management Journal,1999,17(3):252-264.
[88]黄少华.论网络空间的人际交往[J].社会科学研究,2002,4：93-97.
[89]王欢,郭玉锦.网络社区及其交往特点[J].北京邮电大学学报,2003,5(4)：19-21.
[90]马克·波斯特著,范静哗译.信息方式：后结构主义与社会语境[M].北京：商务印书馆,2000.
[91]吴正国.虚拟社会中的人际交往特点初探[J].内蒙古社会科学,2001,22(4)：109-112.
[92]刘环.交易型虚拟社区的网络互动对消费者购买意愿的影响研究[D].硕士学位论文,浙江大学,2010.
[93]Katz, M. L.,& Shapiro, C. Network externalities, competition, and comparibility[J]. The American Economic Review,1985,75(3):424-440.
[94]Kauffinan, R. J., McAndrews, J., & Wang Y. M. Opening the "black box" of network externalities in network adoption[J]. Information Systems Research,2000,11(1):61-82.
[95]Au, Y. A.,& Kauffman, R. J. Should we wait? Network externalities, compatibility, and electronic billing adoption[J]. Journal of Management Information Systems,2001,18(2): 47-64.
[96]Brynjolfsson, E.,& Kemerer, C. F. Network externalities in microcomputer software:an econometric analysis of the spreadsheet market[J]. Management Science,1996,42(12): 1627-1647.
[97]Conner, K. R. Obtaining strategic advantage from being imitated:when can encouraging clones pay?[J] Management Science,1995,41(2):209-225.
[98]Hsu, Chin-Lung, Lu, Hsi-Peng,& Hsu, Huei-Hsia. Adoption of the mobile internet:an empirical study of multimedia message service (MMS)[J]. Omega:International Journal of Management Science,2007,35(6),715-726.
[99]Wang, Chih-Chien, Lo, Shao-Kang & Fang, Wenchang. Extending the technology acceptance model to mobile telecommunication innovation:the existence of network externalities[J]. Journal of Consumer Behaviour,2008,13(2):101-110.
[100]周园,王念新.大学生使用社交网络服务的影响因素研究[J].电化教育研究,2011,(11)：41-45.
[101]McMillan, S. J., Hwang, J. S.,& Lee, G. Effects of structural and perceptual factors on attitudes toward the website[J]. Journal of Advertising Research,2003,43(4):400-409.
[102]Heeter, C. Interactivity in context of designed experiences[J]. Journal of Interactive Advertising,2000,1(1).
[103]Macias, W. A preliminary structural equation model of comprehension and persuasion of interactive brand web sites[J]. Journal of Interactive Advertising,2003,3(2).
[104]Ha, L.,& James, E. L. Interactivity reexamined:a baseline analysis of early business websites[J]. Journal of Broadcasting & Electronic Media,1998,42(4),457-474.
[105]McMillan, S. J.,& Hwang, J. S. Measures of perceived interactivity:an exploration of the role of direction of communication, user control, and time in shaping perceptions if interactivity[J]. Journal of Advertising,2002,31(3),29-42.
[106]Pearce, W. B. Trust in interpersonal communication J]. Speech Monograpbs,1974,41(3): 236-244.
[107]Schurr, P. H.,& Ozanne, J. L. Influences on exchange processes:buyers'preconceptions of a sellers'trustworthiness and bargaining toughness[J]. Journal of Consumer Research,1985, 11(4):939-953.
[108]Zaltman, G.,& Moorman, C. The importance of personal trust in the use of research[J]. Journal of Advertising Research,1988,28(3):16-24.
[109]Holmes, J. G.,& Rempel, J. K. Trust in close relationships[M]. In Review of personality and social psychology, C. Hendrick Ed. London:Sage,1989,10:187-220.
[110]Crosby, L. A., Evans, K. R.,& Cowles D. Relationship quality in service selling:an interpersonal influence perspective[J]. Journal of Marketing,1990,54(3):68-81.
[111]Morgan, R. M.,& Hunt, S. D. The commitment-trust theory of relationship marketing[J]. Journal of Marketing,1994,58(3):20-38.
[112]Ganesan, S. Determinants of long-term orientation in buyer-seller relationships[J]. Journal of Marketing,1994,58(2):1-19.
[113]Lewicki, R. J.,& Bunker, B. B. Trust in relationship:a model of development and decline[J]. In Conflict, Cooperation and Justice, B. Bunker and J. Rubin (eds.), San Francisco: Jossey-Bass,1995:133-173.
[114]McAllister, D. J. Affect-and cognition-based trust as foundations for interpersonal cooperation in organizations[J]. Academy of Management Journal,1995,38(1):24-59.
[115]Mayer, R. C., Davis F. D.,& Schoorman, F. D. An integrative model of organizational trust[J]. Academy of Management Review,1995,20(3):709-734.
[116]Hosmer, L. T. Trust:The connecting link between organizational theory and philosophical ethics[J]. Academy of Management Review,1995,20(2):379-403.
[117]Sitkin, S. B. On the positive effects of legalization on trust[J]. Research on Negotiation in Organizations,1995(5):185-217.
[118]Korsgaard, M. A., Schweiger, D. M., & Sapienza, H. J. Building commitment, attachment, and trust in strategic decision-making teams:the role of procedural justice[J]. Academy of Management Journal,1995,38(1):60-84.
[119]Mishra, A. K. Organizational responses to crisis:the centrality of trust[J]. In R. M. Kramar & T. R. Tyler (Eds.), Trust in organizations:Frontiers of theory and research,1996, 261-287.
[120]Nooteboom, B., Berger, H.,& Noorderhaven, N. G. Effects of trust and governance on relational risk[J]. Academy of Management Journal,1997,40(2):308-338.
[121]Das, T. K.,& Teng, B. S. Between trust and control:developing confidence in partner cooperation in alliances[J]. Academy of Management Review,1998,23(3):491-512.
[122]McKnight, D. H., Cummings, L. L.,& Chervany, N. L. Initial trust formation in new organizational relationships[J]. Academy of Management Review,1998,23(3):473-490.
[123]Rousseau, D. M., Sitkin, S. B., Bint, R. S., et al. Not so different after all:a cross-discipline view of trust[J].The Academy of Management Review,1998,23(3):393-404.
[124]Geyskens, L., Steenkamp, J. E. M.,& Kumar, N. A meta-analysis of satisfaction in marketing channel relationships[J]. Journal of Marketing Research,1999,36:223-238.
[125]Jacobs, R. S., Hyman, M. R.,& McQuitty, S. Exchange-specific self-disclosure, social self-disclosure, and personal selling[J]. Journal of Marketing Theory and Practice,2001, 9(1):48-62.
[126]Rempel, J. K., Holmes, J. G.,& Zanna, M. P. Trust in close relationships[J]. Journal of Personality and Social Psychology,1985,49(1):95-112.
[127]Lewis, J. D.,& Weigert, A. Trust as a social reality[J]. Social Forces,1985,63(4):967-985.
[128]Butler, J. K. Toward understanding and measuring conditions of trust:evolution of a condition of trust inventory[J]. Journal of Management,1991,17(3):643-663.
[129]Kumar, N., Scheer, L. K.,& Steenkamp, J-B E. M. The effects of supplier fairness on vulnerable resellers[J]. Journal of Marketing Research,1995,32:54-65.
[130]连征忠.虚拟社群成员间信任关系之探讨[D].硕士学位论文,台湾大叶大学事业经营研究所,2002：23-41.
[131]Pavlou, P. A.,& Gefen, D. Building effective online marketplaces with institution-based trust[J]. Information Systems Research,2004,15(1):37-59.
[132]唐嘉庚.互动性对B2C环境下信任及购买行为倾向影响研究[D].博士学位论文,复旦大学,2006.
[133]王守中.影响我国B2C消费者初始信任因素的实证分析[D].博士学位论文,西南交通大学,2008.
[134]McKnight, D. H., Choudhury, V,& Kacmar, C. Developing and validating trust measures for e-commerce:an integrative typology[J]. Information system Research,2002,13(3): 334-359.
[135]Zucker, L. G. Production of trust:institutional of the economic structure 1840-1920[J]. Research in Organizational Behavior,1986,8:53-111.
[136]Schoder, D.,& Yin, P. L. Building firm trust online[J]. Communications of the ACM,2000, 43(12):73-79.
[137]Blau, P. M. Exchange and power in social life[M]. New York:John Wiley & Sons,1964.
[138]Snijders, C. Trust and commitments[M]. Amsterdam:Thesis Publishers,1996.
[139]Smith, J. B.,& Barclay, D. W. The effects of organizational differences and trust on the effectiveness of selling partner relationships[J]. The Journal of Marketing,1997,61(1): 3-21.
[140]Boyd, J. In community we trust:online security communication at eBay[J]. Journal of computer-mediated communication,2002,7(3).
[141]黄卉怡.影响网际网路虚拟社群成员间信任取得之因素[D].硕士学位论文.台湾中正大学,2002.
[142]李明仁.虚拟社群与网友忠诚度之研究[D].硕士学位论文,台湾科技大学,2001.
[143]Belanger, F., Hitler, J. S., & Smith, W. J. Trustworthiness in electronic commerce:the role of privacy, security, and site attributes[J]. The Journal of Strategic Information Systems,2002, 11(3):245-270.
[144]Blanchard, A. Virtual behavior settings:an application of behavior setting theories to virtual communities[J]. Journal of Computer Mediated Communication,2004,9(2).
[145]Wang, Y D.,& Henry, H. E. An overview of online trust:concepts, elements and implications[J]. Computer in Human Behavior,2005,21(1):105-125.
[146]Barnes, J. A. Class and committees in a norwegian island parish[J]. Human Relations,1954, (7):39-58.
[147]李瀚瀛.应用结构洞理论构建企业人际情报网络初探[J].科技情报开发与经济,2008,18(22)：68-69.
[148]田凯.科尔曼的社会资本理论及其局限[J].社会科学研究,2001,1：90-96.
[149]Nahapiet, J.,& Ghoshal, S. Social capital, intellectual capital, and the organizational advantage[J]. Academy of Management Review,1998,23(2):242-266.
[150]Fukuyama, F. Trust:the social virtues and the creation of prosperity[M]. New York:Free Press,1995.
[151]王剑峰.创新网络的结构特征对集群创新影响的理论与应用研究[D].硕士学位论文,电子科技大学,2007.
[152]Scott,刘军译.社会网络分析方法[M].重庆：重庆大学出版社,2007.
[153]Knoke, D.,& Kuklinski, J. H. Network analysis[M]. Newbury Park:Sage,1982.
[154]Freeman, L. C. Centrality in social networks:conceptual clarification[J]. Social Networks, 1979,1(3):215-239.
[155]Alba, R. D. A graph-theoretic definition of a sociometric clique[J]. Journal of Mathematical Sociology,1973,3:113-126.
[156]Mokken, R. J. Cliques, clubs and clans[J]. Quality and Quantity,1979,13:161-173.
[157]Borgatti, S. P., Everett, M. G.,& Freeman, L. C. Ucinet for windows:software for social network analysis[M]. Harvard, MA:Analytic Technologies,2002.
[158]刘军.整体网分析讲义—CINET软件实用指南[M1.上海：格致出版社,2009
[159]Scott, J. P. Social network analysis:a handbook[M]. Sage Publications Ltd,2nd edition, 2000.
[160]Wasserman, S.,& Faust, K. Social network analysis:models and applications[M]. New York: Cambridge University Press,1994.
[161]Efrmova, L.,& Hendrick, S. In search for a virtual settlement:an exploration of weblog community boundaries[C]. Communities & Technologies,2005.
[162]汪维富,钟志贤.博客社区中好友链接的社会网络分析—以科学网的博客社区为分析案例[J].现代远距离教育,2010,5：55-59.
[163]Bourdieu, P.,& Wacquant, L. J. D. An invitation to reflexive sociology[M]. Chicago: University of Chicago Press,1992.
[164]Chen, I. Y. L. The factors influencing members'continuance intentions in professional virtual communities:a longitudinal study[J]. Journal of Information Science,2007,33(4): 451-467.
[165]Haythornthwaite, C. A social network study of the growth of community among distance learners[J/OL]. Information Research,1998,4(1).
[166]Kristine, de V, Fred, L., Peter, C. V., et al. Satisfaction with virtual communities of interest: effect on members'visit frequency[J]. British Journal of Management,2007, (18):241-256.
[167]Tsai, W.,& Ghoshal, S. Social capital and value creation:the role of intra firm networks[J]. Academy of Management Journal,1998,41(4):464^76.
[168]Kavanaugh, A., Carroll, J. M., Rosson, M. B., et al. Community networks:where offline communities meet online[J]. Journal of Computer-Mediated Communication,2005,10(4).
[169]Hernandes, C. A., & Fresneda, P. S. Main critical success factors for the establishment and operation of virtual communities of practice[C].3rd. European Knowledge Management Summer School, San Sebastian,, Spain,2003.
[170]Porter, C. E. A typology of virtual communities:a multi-disciplinary foundation for future research[J]. Journal of Computer-Mediated Communication,2004,10(1).
[171]向海华,沈治宏.虚拟社区知识共享活动给电子商务带来商机[J].情报理论与实践,2004,5：472-474.
[172]孙居好.社区成员视角的虚拟社区评价指标体系研究[D].硕士学位论文,浙江大学,2005
[173]艾瑞咨询.中国网络社区研究报告[R].艾瑞市场咨询,2009.
[174]Preece, J. Online communities:designing usability, supporting sociability:Supporting Sociability, Designing Usability[M]. Chichester:John Wiley & Sons,2000.
[175]Lin, H. F. The role of online and offline features in sustaining virtual communities:an empirical study[J]. Internet Research,2007,17(2):119-138.
[176]Yoo, W. S., Sun, K. S.,& Lee, M. B. Exploring the factors enhancing member participation in online communities[J]. Journal of Global Information Management,2002,10(3):55-71.
[177]Leimeister, J. M., Sidiras, P.,& Krcmar, H. Success factors of virtual communities from the perspective of members and operators:an empirical study[C], Proceedings of the 37th Hawaii International Conference on System Sciences,2004.
[178]Koh, B. J., Kim, Y. G., Butler, B., et al. Encouraging the participation in the virtual community[J]. Communications of the ACM,2007,50(2):69-73.
[179]Kim, K. H.,& Jung, Y. M. Website evaluation factors and virtual community loyalty in Korea[J]. Cross-Cultural Buyer Behavior (Advances in International Marketing, Volume 18), 2007,231-252.
[180]Daly-Jones, O., Monk, A., Frohlich, D. M., et al. Multimodal messages:the pen and voice opportunity [J]. Interacting with Computers,1997,9(1):1-25.
[181]Baym, N. K. Interpersonal life online[M]. In L.A. Lievrouw & S. Livingstone (Eds.), Handbook of new media:Social shaping and consequences of ICTs, London:Sage,2002: 62-72.
[182]张璐.基于虚拟社区的网络互动对旅游目的地形象感知的影响研究[D].硕士学位论文,浙江大学,2011.
[183]Gefen, D.,& Straub, D. W. Building consumer trust in electronic commerce[R]. Working paper, Robinson College of Business, Georgia State University, Atlanta GA,1999.
[184]Fogg, B. J, Marshall, J., Laraki, O., et al. What makes web sites credible? A report on a large quantitative study[C]. CHI 2001 Conference on Human Factors and Computing Systems, 2001:61-68.
[185]康盛创想,艾瑞.第三届中国网络社区研究报告[R].康盛创想,艾瑞市场咨询,2007.
[186]郭小钗,孙灿,陈蓓蕾等.门户网站品牌忠诚度影响因素的实证研究[J].技术经济,2008,9：111-117.
[187]艾瑞咨询.中国社区论坛用户和站长研究报告[R].艾瑞咨询集团,2011.
[188]Gefen, D. E-commerce:the role of familiarity and trust[J]. Omega,2000,28(5):725-737.
[189]McKnight, D. H.,& Chervany, N. L. What trust means in e-commerce customer relationships:an interdisciplinary conceptual typology [J]. International Journal of Electronic Commerce,2002,6(2):35-59.
[190]Pavlou, P. A. Consumer acceptance of electronic commerce:integrating trust and risk with the technology acceptance model[J]. Journal of Electronic Commerce,2003,7(3):101-134.
[191]Hong, I. B.,& Cho, H. The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces:intermediary trust vs. seller trust[J]. International Journal of Information Management,2011,31(5):469-479.
[192]Adler, R. P.,& Christopher, A.J. Internet community primer[M]. MA:Adams Media Co., 1999.
[193]杨堤雅.网际网路虚拟社群成员之角色与沟通互动之探讨[D].硕士学位论文,台湾中正大学,1999.
[194]Burnett, G. Information exchange in virtual communities:a typology[J]. Information Research,2000,5(4).
[195]Blanchard, A. L.,& Markus, M. L. The experienced "sense" of a virtual community: characteristics and processes[J]. The Data Base for Advances in Information Systems,2004, 35(1):64-79.
[196]Preece, J. Sociability and usability in online communities:determining and measuring success[J]. Behavior and Information Technology,2001,20(5):347-356.
[197]Preece, J., Abras, C.,& Maloney-Krichma, D. Designing and evaluating online communities: research speaks to emerging practice[J]. International Journal of Web Based Communities, 2004,1(1):2-18.
[198]侯杰泰,温忠麟,成子娟.结构方程模型及应用[M].北京：教育科学出版社,2004.
[199]温忠麟,侯杰泰,张宙.调节效应与中介效应的比较和应用[J].心理学报,2005,37(2)：268-274.
[200]Baron, R. M.,& Kenny, D. A. The moderator-mediator variable distinction in social psychological research:conceptual, strategic, and statistical considerations[J]. Journal of Personality and Social Psychology,1986,51(6):1173-1182.
[201]Judd, C. M.,& Kenny, D. A. Process analysis:estimating mediation in treatment evaluations[J]. Evaluation Review,1981,5(5):602-619.
[202]Akerlof, G. A. The market for "lemons":quality uncertainty and the market mechanism[J]. The Quarterly Journal of Economics,1970,84(3):488-500.
[203]张维迎.博弈论与信息经济学[M].上海：上海人民出版社,1996.
[204]Kreps, D. M., Milgrom, P., Roberts, J., et al. Rational cooperation in the finitely repeated prisoners dilemma[J]. Journal of Economic Theory,1982,27:245-252.
[205]Beth, T., Borcherding, M., & Klein, B. Valuation of trust in open networks[C]. In Proc. of the 3rd European Symposium on Research in Computer Security, Springer-Verlag,1994: 3-18.
[206]刘子良.基于P2P网络的分离声誉系统模型[D].硕士学位论文,华东师范大学,2008.
[207]Josang, A. The right type of trust distributed systems[C]. In Proceedings New Security Paradigms Workshop,1996.
[208]Josang, A.,& Knapskog, S. J. A metric trusted systems[C]. In Proceedings of the 21st National Information Systems Security Conference, NSA,1998.
[209]Josang, A. The consensus operator for combining beliefe[J]. Artificial Intelligence journal, 2002,141(1-2):157-170.
[210]Grandison, T. W. A. Trust management for internet applications[D]. PhD thesis, University of London,2003.
[211]Kamvar, S. D., Schlosser, M. T.,& Garcia-Molina, H. The EigenTrust algorithm for reputation management P2P networks[C]. In Proceedings of the Twelfth International World Wide Web Conference,2003.
[212]周黎安.从易趣网上交易看中国网络信用之现状及建议[R].2004信用与电子商务高峰会,2004.
[213]Melnik, M. I.,& Aim, J. Does a seller's ecommerce reputation matter? Evidence from eBay auctions[J] The Journal of Industrial Economics,2002,50(3):337-349
[214]Wood, C. A., Fan, M.,& Tan, Y. An examination of the reputation systems for online auctions[J]. In Proceedings of the Workshop for Information Systems and Economics,2002.
[215]Livingston, J. A. How valuable is a good reputation? A sample selection model of internet auctions[J]. Review of Economics and Statistics,2005,87(3):453-465.
[216]钱若冰.电子商务市场中声誉效应研究与声誉评价机制设计[D].硕士学位论文,华中科技大学,2005.
[217]鞠彦辉,何毅.社会化商务模式研究[J].现代情报,2012,32(11)：6-9.
[218]田倩.购物分享社区中信任模型的建立研究[J].现代商贸工业,2012,16：75-76.
[219]张莉,陈怡然.社会网络属性对电子商务信任影响的实证研究[J].管理现代化,2012,4：88-90.
[220]姜守旭,李建中.一种P2P电子商务系统中基于声誉的信任机制[J].软件学报,2007,18(10)：2551-2563.
[221]卢志刚.基于模糊理论的电子商务声誉管理模型研究[D].博士学位论文,天津大学,2007.
[222]刘德铭,黄振高.对策论及其应用[M].国防科技大学出版社,1995.
[223]程广平.基于博弈分析和信用中介的中小电子商务企业信用机制建立[D].博士学位论文,天津大学,2006.
[224]李宁.基于制度信任的电子商务信任机制研究[D].硕士学位论文,华侨大学,2009.
[225]杜惠英.3G增值业务采纳行为及安全信任机制研究[D].博士学位论文,北京邮电大学,2011.
[226]周涛.面向交易全过程的电子商务信任研究[[D].博士学位论文,华中科技大学,2007.
[227]Li, L.,& Wang, Y. A trust vector approach to service-oriented applications[C]. InProceedings of the 2008 IEEE International Conference on Web Services,2008:270-277.