The author analyzed varied online trust forming approaches-cycle approach,factor approach,and DTR model-forwarded by prior researchersand put forward the final integrated model is forwarded.

• 同时,参考网上信任生成的周期说、因素说和DTR模型,提出由五条主线、一定的交互关系和大量影响因素组成的网上消费者信任生成机理综合模型,以期为理论研究和实践应用提供借鉴。