| 网络调查受访者信任影响因素研究 |
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| 引用本文： | 刘斌,杨芳芳,梁娜.网络调查受访者信任影响因素研究[J].现代情报,2013,33(8):48-52,83. |
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| 作者姓名： | 刘斌 杨芳芳 梁娜 |
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| 作者单位： | 西安理工大学经济与管理学院, 陕西 西安710048 |
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| 摘 要： | 网络调查有着众多优势并被广泛应用,但回复率低是调研者面临的最大问题之一。心理因素特别是信任因素对人们是否参与网络调查起着很大作用,但目前很少有研究将心理因素,特别是信任因素融入网络调查回复率影响因素之中。本文选择把信任作为受访者决定是否参与网络调查的影响因素,基于TAM理论,结合McKnight的Web信任模型和Corritore的网络信任因果模型的分析结果,确定出影响网络调查受访者信任的因素,构建了网络调查受访者信任影响因素模型,最后针对高校学生进行调查研究,对模型中的指标进行验证以及改进。
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| 关 键 词： | 网络调查 信任 回复率 参与意图 |
Study on Respondents Trust Factors in Web Survey |
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| Authors: | Liu Bin Yang Fangfang Liang Na |
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| Institution: | School of Economics & Management, Xi'an University of Technology, Xi'an 710048, China |
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| Abstract: | Web-based surveys have many advantages and been widely used.But web survey is facing the main problem-with a low response rate.Literature research shows that psychological factors,particularly trust factors,are seldom taken into consideration through the process of web survey over influencing factors of response rate.However,a person's psychological factors,especially the trust factors,on whether people participate in the web survey,play a significant role in the investigations.This paper takes the trust factors as the influencing factor which determines whether the respondents will participant in the investigations or not.On the foundation of TAM Theory,this paper determined the trust factors impacting respondents' participating web survey by combining the results of McKnight's Web Trust Model and Corritore's Network Trust Causal Model and also built a model of trust factor for respondents' web survey.In the end,the paper is expected to make some verifications and improvements for the index according to the survey against the college students. |
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