The Research On Factors Affecting Social Network Trust And The Moderating Role Of Offline Familiarity

With the rapid development of social networks, marketing Strategy and business model Based on social media has been becoming the focus of social attention, and Scholars take online trust as key factor contributing to online purchasing behavior in Academic world. However, previous studies haven’t draw attention to the influence of tie strength between members in social networks on trust. Therefore, it is necessary to further improve the relevant research, thus, the main contents and results of this study are as follows:Firstly, we take a good literature review of online trust and propose a trust-building model with the moderating role of offline familiarity.This paper systematically review the evolution path of online trust research in three main areas:E-commerce trust, Virtual Community Trust and Social Network Trust. We summarized trust-building models and the key factors affecting online trust, laying a theoretical foundation for the research model. As a moderating variable, we propose a trust-building model when members are familiar with each other online and offline.Secondly, we explore the key factors of social network trust through empirical research, and verify the moderating role of offline familiarity between social network trust and its factors.Based on the result1, research hypotheses were proposed. We collected data though questionnaires and559valid questionnaires were returned. Data analysis results confirm most of the hypotheses. The results showed that:1). Independent variables such as reputation, social interaction ties, information quality, reciprocity, satisfaction and shared values has a positive influence on trust except perceived Similarity, and information quality is the most important factor.2). Offline familiarity significantly moderates the relationships between information quality, reciprocity, reputation, shared values and social media trust. The main factors varies in different situations. When members are familiar, reciprocity information quality, satisfaction and reputation shows its great influence on trust. In contrast, information quality, shared value, satisfaction and reputation function well.Thirdly, Propose appropriate and effective social network marketing strategy and relevant recommendations according to the tie strength of the social network.On the basis of all these findings, this paper proposes targeted and practical management recommendations based on the main purpose of developing a social network marketing for enterprises.