Abstract Although trust is one of the most widespread and studied constructs in marketing and management, its definition, versatility and different application areas may have fostered a certain dispersion when measuring this concept. Despite the increasing importance of blogs, specific scales for, and measures of, trust have not been considered in the literature. This paper proposes a scale to measure online trust in the blog domain (Blog Trust Scale, BTS) through the development of an international Delphi panel consisting of 14 experts from 5 different countries. As a result, we have developed a solid measurement instrument of online trust in blogs, composed of 12 items and tested in four different countries.

中文翻译：

---

通过国际Delphi小组建立博客信任度

摘要尽管信任是市场营销和管理中最广泛使用和研究的结构之一，但在衡量此概念时，信任的定义，通用性和不同的应用领域可能会促进一定程度的分散。尽管博客的重要性日益提高，但文献中并未考虑信任的特定范围和度量。本文提出了一个衡量国际博客领域信任度的标准（Blog Trust Scale，BTS），该论坛由来自5个不同国家的14位专家组成的国际Delphi小组组成。因此，我们开发了一种可靠的在线博客信任度衡量工具，该工具由12个项目组成，并在四个不同的国家/地区进行了测试。