Study on Trust Mechanism of SNS Website

The emergence of SNS mode represents a brand new revolution of net-communication after BBS and BOLG. The core value of SNS website is based on the acquaintance net and the widespread popularity effect. This advantage, however, needs a foundation of a sophisticated trust mechanism. Through analyzing and integrating the traditional trust theory and combining the intension and the characteristics of SNS website, this paper summarizes three types of trust mechanism of SNS website, namely people-oriented trust mechanism, procedure-oriented trust mechanism and standard-oriented trust mechanism, and analyses the trust relationship among SNS users, SNS website and SNS cooperative partners, and establishes the mode of trust mechanism of SNS website. Finally, the paper explains how the trust mechanism influences and affects the SNS users' behavior and will. People-oriented trust mechanism is the dominant mechanism to affect sharing information and shopping online among users, and procedure-oriented trust mechanism, however, acts a critical role in users' will to provide personal information to websites.