面孔可信度对网约车乘客信任判断的影响：认知负荷的调节作用

The Effect of Face Trustworthiness on the Trust Judgment of Car-Hailing Passengers: The Moderating Role of Cognitive Load

摘要: 目的：研究通过创设网约车场景，考察司机面孔可信度对乘客信任判断的影响以及认知负荷在其中的作用。方法：招募35名浙江某高校大学生进行实验，采用2 (高面孔可信度vs.低面孔可信度) × 2 (高认知负荷vs.低认知负荷)的两因素被试内设计，因变量信任判断的指标为被试的乘车意愿。结果：1) 面孔可信度的主效应显著，F(1, 139) = 61.56，p < 0.001；2) 面孔可信度和认知负荷的交互作用显著，F(1, 139) = 4.67，p < 0.05。结论：1) 相较于低面孔可信度的司机，被试选择乘坐高面孔可信度司机网约车的意愿更高；2) 与低认知负荷条件相比，高认知负荷条件下，面孔可信度对乘车意愿的影响更小，说明认知负荷在其中存在着调节作用。

Abstract: Objective: This study examined the effect of driver’s face trustworthiness on passengers’ trust judgment and the role of cognitive load in this context by creating the scenario of car-hailing. Method: A total of 35 students from a university in Zhejiang Province were recruited for the exper-iment, and a two-factor within-subject design of 2 (high face trustworthiness vs. low face trustwor-thiness) × 2 (high cognitive load vs. low cognitive load) was used for the experiment. The indicator of the dependent variable, trust judgment, was the participants’ willingness to ride. Results: 1) The main effect of face trustworthiness was significant, F(1,139) = 61.56, p < 0.001; 2) The interaction of face trustworthiness and cognitive load was significant, F(1,139) = 4.67, p < 0.05. Conclusion: 1) Compared with the drivers with low face trustworthiness, the participants had a higher willingness to choose car-hailing service with drivers with high face trustworthiness. 2) Compared with the con-dition of low cognitive load, the effect of face trustworthiness on willingness to choose car-hailing service was smaller under the condition of high cognitive load, which indicated that cognitive load has a moderating effect.