Empirical Research Of Perceived Value As A Mediator Between Interactivity And E-Trust In The Context Of 39 Health-Related Site

Whether the enterprise can establish a trustful relationship with its clients, to a great extent, determines its success or failure. In allusion to the importance of electtonic commerce and its problems in the development, the research, based on the interactive perspective, puts forward "how" the internet consumers'trust comes into being rather than "why". Its purpose lies in providing the readers with the exercisable management framework.According to the signal theory, the social interactive theory and the social exchange theory, in view of the processive trust establishment mechanism, the thesis regards the online interaction between consumers and some specific service providers as the process of bilateral exchange. And it considers the process of the generation of consumers'trust as some kind of information processing. Online interaction can send incessant signals to consumers. The signals will finally result in consumers'trust attitude toward online service providers after the judgment of consumers'perceived value.With solid evidence, the thesis verifies this theoretically logical and conceptual model and proves the mesomeric effect of perceived value in the course of interactivity generating trust.Based on previous studies, the thesis highlights the trichotomy of online interactivity—communication, control and responsiveness in empirical study of Chinese circumstances. Through the review on research literature of trust, this thesis adopts the view that regards trust as a three-dimensional variable. Moreover, it defines the consumers'trust attitude towards online service providers as their confidence in the provider's integrity, competence and benevolencel.In the empirical study, we examine respectively how every interactive factor of the three can have an effect on every dimension of trustful attitude through perceived value, which gives us a deeper understanding of the trust establishment mechanism under Internet environment.Since all the interactive factors involved in this research are the controllable elements of online service providers, it not only possesses theoretical significance but also can provide direct guidance to the enterprise in internet marketing practice.