资源稀缺和面孔可信度对信任决策的影响——稀缺感知的调节作用

The Effect of Resource Scarcity and Face Trustworthiness on Trust Decision-Making—The Moderating Role of Scarcity Perception

摘要: 创设虚拟的网上预约挂号情境考察号源稀缺和面孔可信度对信任决策的影响，并探讨稀缺感知的调节作用。结果发现，相对于号源充足的医生，人们更倾向于选择号源稀缺的医生；相对于低面孔可信度医生，人们更倾向于选择高面孔可信度医生。相对于号源充足条件，号源稀缺情况下人们更可能接受可信度低的医生。另一方面，相对于未启动状态稀缺感知的个体，号源稀缺能够对启动状态稀缺感知个体的信任决策产生影响；相对于低特质稀缺感知个体，号源稀缺对高特质稀缺感知个体的信任决策影响较大。这些结果表明，号源稀缺和面孔可信度会影响人们在预约挂号时的信任决策，在资源稀缺的条件下人们愿意承受更大的信任风险以获取稀缺资源，稀缺感知能够调节稀缺资源对信任决策的影响。

Abstract: This study created a simulated online hospital registration scenario to examine the effects of registration slot scarcity and physician face trustworthiness on trust decision-making, and to explore the moderating role of scarcity perception. Results showed that people were more likely to choose physicians with scarce registration slots than those with abundant slots, and preferred physicians with high face trustworthiness over those with low face trustworthiness. Compared with the abundant‑slot condition, individuals were more willing to accept low‑trustworthiness physicians when slots were scarce. Furthermore, relative to individuals with unprimed state scarcity perception, slot scarcity significantly influenced trust decisions only among those with primed state scarcity perception; and relative to individuals with low trait scarcity perception, slot scarcity had a stronger effect on trust decisions among those with high trait scarcity perception. These findings indicate that both slot scarcity and face trustworthiness affect trust decisions in online registration, and that under resource scarcity, people are willing to bear greater trust risks to obtain scarce resources, with scarcity perception moderating the impact of scarce resources on trust decisions.