期刊名称:European Research on Management and Business Economics
印刷版ISSN:2444-8834
出版年度:2020
卷号:26
期号:3
页码:134-144
DOI:10.1016/j.iedeen.2020.07.003
出版社:Elsevier B.V.
摘要:Although trust is one of the most widespread and studied constructs in marketing and management, its definition, versatility and different application areas may have fostered a certain dispersion when measuring this concept. Despite the increasing importance of blogs, specific scales for, and measures of, trust have not been considered in the literature. This paper proposes a scale to measure online trust in the blog domain (Blog Trust Scale, BTS) through the development of an international Delphi panel consisting of 14 experts from 5 different countries. As a result, we have developed a solid measurement instrument of online trust in blogs, composed of 12 items and tested in four different countries.