虛擬群組信任動態發展歷程之研究

A Study of Trust Dynamics in Virtual Group

游佳萍(Chia-Ping Yu) ； 郭峰淵(Feng-Yang Kuo)

《電子商務學報》 9卷4期 (2007/12) Pp. 755-777

https://doi.org/10.6188/JEB.2007.9(4).05

摘要

本研究目的是探討虛擬群組信任的發展歷程，觀察了25組網路大學的學習群組。研究發現有以下數點：第一、利益為基礎的信任對於期初信任的建二非常重要，累積知識後的信任是在期中發展完成，認同感為基礎的信任則是一直維持低的出現比例。第二、以群組的互動來觀察不同的信任發展，高互動群組具有高度的利益為基礎的信任與認同感為基礎的信任。而累積知識後的信任對於長期信任關係的建立是十分重要的。低互動小組則過度依賴利益為基礎的信任，忽略其他信任關係的建立，當面對衝突時，無法持續信任與合作關係。第三、期初快速產生的信任，雖然有助於信任關係的建立，但是也會誤導成員過於依賴這脆弱的信任關係。第四、比較研究結果與Lewicki與Bunker模式的差別，發現三種信任會快速而且同時產生，並且隨著群組發展的歷程都有不同變化。

關鍵字

利益為基礎的信任 ； 累積知識後的信任 ； 認同感為基礎的信任 ； 快速產生的信任

並列摘要

This study investigates how trust develops and evolves in the virtual groups. Twenty-five groups in a cyber-university participate in this study. Our preliminary findings suggest that calculated-based trust import in the beginning, knowledge-based trust peaks in the second stage, and identification-based trust remains steady toward the end. The second research question examines the roles the different types of trust play. We find that in H-interactivity groups. the positive assessment of the calculus-based trust and identification-based trust are necessary and knowledge-based trust plays an accentuating role. In contrast, for L-interactivity groups fails in dependence on a single type of trust: calculus-based trust. L-interactivity groups always ignore or get stock in the conflicts. Third, although swift trust is important to support virtual group development in the early stages, it allows for actions that disrupt trust and for errors in misplaced trust. Finally, comparing our results to Lewicki and Bunkers model, Lewicki and Bunkers trust development model never mention these three types of trust are swift trust. And we do not find the transitional stages in trust developmental process.

並列關鍵字

calculus-based trust ； knowledge-based trust ； identification-based trust ； swift trust

參考文獻

Alavi, M.,P.G. W. Keen(1989).Business Teams in an Information Age.The Information Society.6(4),179-195.

Arrow, K.(1974).The Limits of Organization.New York:Norton.

Ba, S.,P.A. Pavlou(2002).Evidence of the Effect of Trusting Building Technology in Electronic Markets: Price Premiums and Buyer Behavior.MIS Quarterly.26(3),243-268.

Boon, S.D.,J.G. Holmes,R.A. Hinde (edited),J. Groebel(1991).Cooperation and Prosocial Behavior.UK:Basil Blackwell.

Journal of Computer-Mediated Communication