Elements and basic characteristics of network trust
Source: Shangpin China |
Type: website encyclopedia |
Time: July 1, 2014
（1） Conceptual interpretation 1. Online interpersonal trust It refers to the investment behavior in which strangers who do not know each other are still convinced that the other party can complete the task entrusted to them and devote themselves to it when they are aware of the risk.
2. Online interpersonal trust It means that in the process of network interaction, Website production Based on the trust of each other, the interaction and mutual influence relations established and developed between the two parties in the process of mutual trust, acceptance of trust and performance of trust obligations. Online interpersonal trust relationship runs through the interaction process of network members and is a dynamic negotiation process, which involves the cognition and judgment of the behavior subject.
（2） Elements of online interpersonal trust 1. Subject of online interpersonal trust relationship The simplest trust relationship includes two actors: the trustor and the trustee. The subject of online interpersonal trust relationship is also composed of the trustor and trustee of the most basic trust relationship. The trustor of the trust relationship is the initiator and initiator of the trust behavior, that is, the individual who expects to entrust trust to the other party to enable the other party to realize the will entrusted to him; The trustee of the trust relationship is the director of the trust behavior, and also the bearer of the obligations and responsibilities entrusted by the trustor. The giving of trust is the premise for the trustee to take action. Individuals decide the future direction of the trust relationship by accepting or rejecting the trust entrustment of the trustor. As Coleman said, both trustors and trustees are purposeful actors whose purpose is to meet personal interests. In terms of online interpersonal trust relationships, the reason why trust trustors entrust trust to others is to get emotional comfort and satisfaction from others, and to constantly consolidate their network role and complete their own network presentation through trust in others; The trustee of trust will accept the trust of others, mainly because through the recognition of others, the individual's own network role can be realized, and in the recognition of others, the individual completes the identification of network self identity.
In the online interpersonal trust relationship, the subject of trust has different characteristics from the real society. In the real society, the subject of interpersonal trust relationship is a real social member, which can be seen and touched; In the network society, the subject of interpersonal trust relationship is no longer a real individual whose most of the real information is known to the other party, but a new role individual created according to personal will through virtual technology. Network members cannot understand the other roles played by each other. The subject of trust relationship becomes two codes (IDs) with different role characteristics. In the real society, individuals are the basic units for trust analysis (Zheng Yifu, 2003), while in the network society, ID is the basic unit for trust analysis. Network interpersonal trust is generated between IDs, and it is the trust of this ID to that ID. Each ID is endowed with different role characteristics by its users, but this does not mean that it can represent the real role attributes of its users. IDs and IDs are parallel to each other. Even the same ID of the same user can not be generalized from different roles played by individuals as in real society. Each ID represents the existence of a trust subject, But it is limited to this, and it can only represent itself.
2. Objects of online interpersonal trust relationship The object of interpersonal trust relationship refers to the objective things that have a significant impact on interpersonal trust relationship other than the trust subject. It exerts its own influence on trust relationship by acting on the subject (Rotter, J. B., 1971). In real society, the object of interpersonal trust relationship usually consists of three parts, namely, the external institutional environment and social norms, social moral constraints, and the situational characteristics of the trust subject at that time. In cyberspace, the role of the former two is greatly weakened due to the characteristics of fitness and IK nominality. The object of online interpersonal trust relationship mainly refers to specific network situations. Although the influence of online context on online interpersonal trust relationship is also very limited, the common cognition of both trust parties to the context is the guarantee for the continuation of online interaction, and also the basis for the establishment and maintenance of trust relationship, because the recognition of the context is the affirmation and recognition of common rules (Wrightsman, L S., 1992). In addition, different network situations will produce different types and levels of interpersonal trust.
The interpersonal trust relationship in network interaction originates from each limited cyberspace. Different cyberspace has different situations and gives them different meanings, which ultimately forms a series of limited and interrelated spatial meaning domains.
（3） Basic Characteristics of Online Interpersonal Trust The unique attributes of cyberspace determine the weak influence of institutional trust and moral trust on interpersonal trust relationship; The local personality contact and interaction between the subjects of trust relationship determines that online interpersonal trust relationship is a local trust relationship; The transformation of trust subject between reality and virtual determines that online interpersonal trust relationship is a virtual reality, which is the generation of reality to virtual meaning.
1. The weak impact of institutional trust and moral trust on interpersonal trust In general sociological research, according to the different trust objects, trust can be divided into two types: system trust and personal trust, and they can be further divided into relationship based trust, trait based trust and process based trust according to the different trust bases. In addition, there is another type of trust, namely moral trust (Durkheim, Emile, 1984). In the process of network interaction, both system trust and moral trust are difficult to play an important role as they do in real society. The interpersonal trust relationship in cyberspace mainly depends on personal trust.
This is because, if we follow the operation mode of the real world, at this moment in cyberspace, surrounded by strangers, we often need to rely on a strong and stable social system to replace the trust between individuals. Through system trust, we can ensure the operation of social order. At this time, what we trust is not individuals, but institutional arrangements, as well as a mechanism that has a mandatory system to run continuously.
2. A local relationship The interpersonal trust relationship in the network interaction is based on the contact and interaction of the local personality among the subjects, which produces a local trust relationship.
In the traditional real society, interpersonal trust relationship presents a concentric circle diffusion trend. The expansion of trust relationship is often the operation of the whole circle. The primary relationship is formed through the connection of various relationship points on the circle. Through this primary relationship, that is, the joint force of various relationship points, the trust relationship can be gradually expanded like ripples of water, Individual will and power seem to have little impact, just like the expansion of family relations, systematic trust and moral trust play a huge role in it. At this time, there is a full personality contact between social members. The trust relationship is based on this primary relationship with a specific sense of belonging, and by specifically feeling that self and others belong to a society together, individuals are convinced of the consistency and stability of others' behavior through this collective guarantee, and then expand this trust relationship circle by circle.
3. Transformation between reality and virtuality At the current stage, the interpersonal trust relationship in online interaction will still take the real world as its largest context. In the transition between reality and virtual, online interpersonal trust relationship will be established and developed.
A true interpersonal trust relationship. The trust relationship is generated on the basis of individuals' confirmation of the authenticity of information transmitted to each other. The authenticity and effectiveness of individual information is the premise for the maintenance of the trust relationship. The authenticity is crucial in the entire trust system. Before the birth of the Internet, people's definition of reality was more based on the single visible physical characteristics and the real meaning in daily life. Usually, people will regard "authenticity" as a monistic concept and prove it with visible material signs, and the trust relationship is determined and established on the basis of this monistic "authenticity", which is also the reason why some people question the authenticity of online interpersonal trust relationships. In fact, "reality" is much more complicated than that. "Authenticity" can be a pluralistic "reality" feature within a "limited" range, which depends on a specific field and has certain space-time boundaries. As Schutz said, "every limited sound and meaning field can accept the 'real characteristics' and can be noticed by people as real things" (Schutz, 2001), so cyberspace, as a relatively independent but limited special field, has the characteristics of "authenticity". This "reality" provides a material basis for the occurrence of online interpersonal trust relationship, although it may not have the traditional material characteristics that can be seen by people.
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