درک اعتماد اولیه کاربران به شبکه‌های اجتماعی

Social networks are one of the types of social media which in recent years has been influential in the lives of internet users so that forms of social communication is influenced by the new media and in the future will play a more important role. On the other hand the trust is one of the major causes of satisfaction and repeat use of the online service.This research employs elaboration likelihood model to identify the factors affecting the users’ initial trust in Facebook and it express that users change their attitude via a dual route including central route and peripheral route. Central cues include information quality and service quality, whereas peripheral cues include system quality, structural assurance and reputation. Self-efficacy moderates the effects of central cues and peripheral cues on initial trust. The populations of this study are Iranian users on Facebook. Data for this study through contacts with personal pages and pages of general (relating to groups, cities, activities, university, etc.) active in the social network were collected. For this purpose, link of online questionnaire to provide them on the website docs.google.com. In this questionnaire was used a five -point Likert scale from strongly disagree (1) to strongly agree (5) and finally 406 questionnaires were collected according to schedule and Morgan Jersey, which are well to conduct research in the infinite. Questionnaire validity by the opinions of experts and university professors and its reliability through Cronbach's alpha were provided and represents optimum reliability. Data were analyzed with Smart PLS statistical software. According to the results of the independent variables in this study, self-efficacy, reputation and structural assurance respectively with path coefficient 0.47, 0.23 and 0.2 have the greatest effect on the initial trust and system quality has minimal impact on initial trust with amount 0.07. The results also indicate that self-efficacy moderates the effect of system quality on initial trust. Therefore, since the self-efficacy apart from the moderating role directly also has the greatest impact on initial trust; social network designers should be a special attention to this factor so that it's learn is easy and it's use process is clear and understandable for users.