The Impact Of Third-party's Evaluation On Trust Repair In Online Shopping Field And It Elicitation

Trust is an ancient topic,and it has always been regarded as an important factor in maintaining social stability and development through history.However,due to various reasons,the phenomenon of lack of trust often occurs around us.,and the direct result is trust violation.In order to repair the damaged trust,since the middle of the last century,sociologists and psychologists have studied the trust,trust violation and trust repair through experimental methods.The focus of the study is mainly on the interpersonal and organizational areas,and the object of the research is focus on truster and trustee.With the rise of online shopping,the problem of trust in online shopping has gradually attracted the attention of researchers.In the trust game between consumers and merchants,we tend to ignore the role of third-party buyers.As we all know,Before trust is established,third-party buyers play an important role between consumers and merchants,and many empirical studies have prove it.What about the role of third-party buyers after trust violations? Is it possible to promote the restoration of trust? This article attempts to answer this question through a pre-study and two formal studies.The purpose of the pre-study is to compile online shopping trust violation materials and provide research tool for the later study.The first study discusses the effect of the third-party buyers' give positive evaluation to merchants on trust repair after the trust violation in online shopping.The second study compares the effect of merchants trust repair strategy and third-party buyers' give positive evaluation to merchants add merchants trust repair strategy on trust repair.Through the above research,we draw the following conclusions:(1)After the online shopping trust violation,third-party buyer gives the merchant a positive evaluation has a significant effect on trust repair.In the restoration of trusting beliefs,the effect of restoration has reached the significant level,but the restoration of trusting intention has not achieved significant effect,then we used regression analysis and the result show that the third-party buyers positively evaluate to the merchants which can effective predict the repair of trusting intention.(2)After the online shopping trust violation,the merchant's trust recovery strategy(apology & economic compensation)has a significant effect on trust repair.Both trust restoration strategies have significant effects on the restoration of trusting beliefs,In the restoration of trusting intention,both trust restoration strategies have significant effects under the competence condition,but under integrity condition,two trust restoration strategies has not achieve significant effect.(3)After the online shopping trust violation,third-party buyers' give positive evaluation to merchants add merchants trust repair strategy has significant effect in both trusting beliefs and trusting intention;Compared with the merchant trust repair strategy,third-party buyers' give positive evaluation to merchants add merchants trust repair strategy has better effect on trust repair,however,only third-party buyers' give positive evaluation to merchant's ability add merchants trust repair strategy on the effect of trust repair is significantly better than merchant trust repair strategy.