关键词: 线下熟悉度, 社交网络, 信任, 调节作用, 结构方程模型

Abstract: Online trust is a key factor contributing to online purchasing behavior. Referring to literature of online trust, several factors of social media trust are explored and the adjusting role of offline familiarity on their relationship is verified by using structural equation model. The results show that independent variables such as reputation, the strength of social interaction, information quality, reciprocity, satisfaction and shared values have a positive effect on social network trust except the variables of perceived similarity, and information quality is the most important factor. Offline familiarity significantly adjusts the relationships between information quality, reciprocity, reputation, shared values and social media trust, which is important for companies to develop an effective social network marketing strategy.

Key words: offline familiarity, social network, trust, moderate, structural equation model