Why do we trust new technology? A study of initial trust formation with organizational information systems

Recent trust research in the information systems (IS) field has described trust as a primary predictor of technology usage and a fundamental construct for understanding user perceptions of technology. Initial trust formation is particularly relevant in an IS context, as users must overcome perceptions of risk and uncertainty before using a novel technology. With initial trust in a more complex, organizational information system, there are a number of external determinants, trusting bases, that may explain trust formation and provide organizations with the needed levers to form or change individuals’ initial trust in technology. In this study, a research model of initial trust formation is developed and includes trusting bases, trusting beliefs, trusting attitude and subjective norm, and trusting intentions. Eight trusting base factors are assessed including personality, cognitive, calculative, and both technology and organizational factors of the institutional base. The model is empirically tested with 443 subjects in the context of initial trust in a national identity system (NID). The proposed model was supported and the results indicate that subjective norm and the cognitive–reputation, calculative, and organizational situational normality base factors significantly influence initial trusting beliefs and other downstream trust constructs. Factors from some of the more commonly investigated bases, personality and technology institutional, did not significantly affect trusting beliefs. The findings have strategic implications for agencies implementing e-government systems and organizational information systems in general.     

Incorporating trust-in-technology into Expectation Disconfirmation Theory

Continued use of strategic information systems is not always a given. This study proposes that users’ trust in the system may influence their satisfaction and continuance intention. While trust has been found to have strategic implications for understanding consumers’ technology usage, relatively little research has examined how trust’s influence operates over time. To gain insight into trust’s influence on strategic system usage over time and to explain how trust relates to satisfaction and continuance intention, we integrate trust-related constructs with the Complete Expectation Disconfirmation Theory (EDT) Model. Our results demonstrate that trust plays a central role in the EDT process and that the EDT process helps explain trust’s role more completely. The study shows that technology trusting expectations influence trusting intention through performance, disconfirmation, and satisfaction. We also show that technology trusting intention adds predictive power to EDT’s satisfaction construct as together they predict usage continuance intention. For research, our results provide a strong combined EDT and trust theory base for future studies that examine expectation management and system development projects. For practice, our study informs systems implementation strategies for technologies that have fewer human-like characteristics and more technology-like characteristics. Our findings underscore that managers need to adopt an EDT process-based view when seeking to build trust, satisfaction, and continuance intention in strategically important information systems.     

Usability beyond the website: an empirically-grounded e-commerce evaluation instrument for the total customer experience

A customer's experience with an e-commerce environment extends beyond the interaction with the website, including delivery of products, post-sales support, consumption of products and services, and so on. It is the total customer experience that influences the customers' perceptions of value and service quality, and which consequently affects customer loyalty. In our cross-disciplinary research in human-computer interaction (HCI) and relationship marketing, we have been investigating how HCI and customer relationship management (CRM) strategies can be integrated in the design of e-commerce so as to engender customer retention, trust and loyalty. We have performed a series of empirical studies to understand customers' requirements and perceptions about service-quality from e-shopping and e-travel environments. From these studies, we have developed an empirically-grounded evaluation instrument, E-SEQUAL, which we discuss in this paper. The development team can apply it at different phases of an e-commerce development life-cycle to integrate customers' perceived dimensions of service quality into the design and evaluation of e-commerce.     

How shall I trust the faceless and the intangible? A literature review on the antecedents of online trust

Trust is generally assumed to be an important precondition for people’s adoption of electronic services. This paper provides an overview of the available research into the antecedents of trust in both commercial and non-commercial online transactions and services. A literature review was conducted covering empirical studies on people’s trust in and adoption of computer-mediated services. Results are described using a framework of three clusters of antecedents: customer/client-based, website-based, and company/organization-based antecedents. Results show that there are many possible antecedents of trust in electronic services. The majority of the research has been conducted in the context of e-commerce; only few studies are available in the domains of e-government and e-health. For many antecedents, some empirical support can be found, but the results are far from univocal. The research calls for more, and particularly more systematic, research attention for the antecedents of trust in electronic services. The review presented in this paper offers practitioners an overview of possibly relevant variables that may affect people’s trust in electronic services. It also gives a state-of-the-art overview of the empirical support for the relevance of these variables.     

Usability beyond the website: An empirically-grounded e-commerce evaluation instrument for the total customer experience

A customer's experience with an e-commerce environment extends beyond the interaction with the website, including delivery of products, post-sales support, consumption of products and services, and so on. It is the total customer experience that influences the customers' perceptions of value and service quality, and which consequently affects customer loyalty. In our cross-disciplinary research in human-computer interaction (HCI) and relationship marketing, we have been investigating how HCI and customer relationship management (CRM) strategies can be integrated in the design of e-commerce so as to engender customer retention, trust and loyalty. We have performed a series of empirical studies to understand customers' requirements and perceptions about service-quality from e-shopping and e-travel environments. From these studies, we have developed an empirically-grounded evaluation instrument, E-SEQUAL, which we discuss in this paper. The development team can apply it at different phases of an e-commerce development life-cycle to integrate customers' perceived dimensions of service quality into the design and evaluation of e-commerce.     

Applying virtual reality for trust-building e-commerce environments

The application of virtual reality in e-commerce has enormous potential for transforming online shopping into a real-world equivalent. However, the growing research interest focuses on virtual reality technology adoption for the development of e-commerce environments without addressing social and behavioral facets of online shopping such as trust. At the same time, trust is a critical success factor for e-commerce and remains an open issue as to how it can be accomplished within an online store. This paper shows that the use of virtual reality for online shopping environments offers an advanced customer experience compared to conventional web stores and enables the formation of customer trust. The paper presents a prototype virtual shopping mall environment, designed on principles derived by an empirically tested model for building trust in e-commerce. The environment is evaluated with an empirical study providing evidence and explaining that a virtual reality shopping environment would be preferred by customers over a conventional web store and would facilitate the assessment of the e-vendor’s trustworthiness.     

Web assurance seal services,trust and consumers’ concerns: an investigation of e-commerce transaction intentions across two nations

Trust is considered as a critical enabler in reducing consumer concerns regarding e-commerce transactions. Another enabler that helps reduce consumers’ concerns is Web Assurance Seal Services (WASS). We suggest that both factors help in the reduction of a critical hindrance to e-commerce, namely consumer concerns, and foster e-commerce transactions. Prior research has focused on trust in e-commerce, and separately, on the effectiveness of WASS within certain nations or cultures. However, given that e-commerce is now a global phenomenon we contend that the national or cultural characteristics of consumers are important to understand. This comparative national research attempts to fill this gap. This study makes the following contributions: It identifies a hindrance (i.e., consumers’ concerns), and two enablers (i.e., effectiveness of WASS and trust) in e-commerce technologies as a shopping channel (i.e., trust in e-Channel). It proposes consumers’ concerns for e-commerce as a second-order three-dimensional construct (i.e., security, privacy, and business integrity concern) and compares the effects of trust in e-Channel and WASS on consumers’ e-commerce transaction intention in two different national/cultural contexts (i.e., the U.S.A. and South Korea). The results of the study indicate that the perceived effectiveness of WASS of the U.S. consumers has a strong positive impact on their transaction intention and has a strong negative influence on their concerns for e-commerce. In contrast, Korean consumers’ perceived effectiveness of WASS does not significantly influence their transaction intention and their concerns for e-commerce. The results of group comparison analysis confirm that the strength of perceived effectiveness of WASS of the U.S. consumers is significantly stronger than that of Korean consumers. Interpretations from a cross-national perspective, theoretical and practical implications as well as limitations are discussed.     

Trust and Innovation: from Spin‐Off Idea to Stock Exchange

Trust among entrepreneurs, their co‐workers and between the entrepreneurs and their business partners plays a key role in the early stages of formation of a new company. In this piece of research, trust is defined as a belief consisting of eight trusting beliefs, emphasising the rational consideration between these beliefs and other situational factors. The concept of trust is developed through objects, mechanisms and antecedents. The present paper is an empirical exploration of these phenomena in the context of innovativeness in a high‐tech company. The goal is to describe the role, content and impact of trust at the different stages of a business evolution process.     

Understanding Customer Trust in Agent-Mediated Electronic Commerce, Web-Mediated Electronic Commerce, and Traditional Commerce

Customer trust is important in agent-mediated electronic commerce, web-mediated electronic commerce, and traditional commerce. However, the meaning of customer trust in these contexts has not been clearly defined or fully delineated. This paper proposes a new trust model that differentiates between cognitive trust and emotional trust, defines customer trust in each type of commerce as cognitive trust and emotional trust in the various entities (e.g., website, computer agent) that make up a commerce context, and then compares customer trust across the three types of commerce. We propose that, first, emotional trust merits research, particularly in e-commerce. Second, both awareness of the known and awareness of the unknown will be higher in e-commerce than in traditional commerce; this will lead to lower cognitive trust and emotional trust in e-commerce. Third, the key to increase customer trust in e-commerce is to design and develop technologies to reduce the distance between a customer and each entity, thereby increasing awareness of the known and decreasing awareness of the unknown. Fourth, cognitive trust and emotional trust fall along a continuum with potentially asymmetric effects on customer dependence on entities in e-commerce (e.g., computer agent adoption). Finally, future research on customer trust in e-commerce is outlined.     

Sharing information and building trust through value congruence

This study explores how value congruence contributes to the formation of trust in e-businesses, and how trust and value congruence influence consumers to share personal information. It is hypothesized that the perceived values of organizations regarding moral, social, environmental and political causes can have an effect on the trusting beliefs of e-commerce consumers and their willingness to disclose private personal information. A total of 775 subjects rated their perceived value congruence with organizations, their trusting beliefs, and the types of information they would be willing to disclose. This study finds that value congruence not only plays a role in mediating the trust of consumers for the organizations, but it also has a strong effect on determining their willingness to disclose personal information. In some cases, the influence of value congruence is greater than that of trust, even though trust has been touted in the literature as one of the most important factors in e-commerce. This research expands prior work by using structural equation modeling to test the relative strength of the effect of value congruence on each dimension of trust and the overall trust level, as well as its direct effect on behavioral intentions in terms of information sharing for non-profit and for-profit organizations.

An overview of online trust: Concepts,elements, and implications

Lack of trust has been repeatedly identified as one of the most formidable barriers to people for engaging in e-commerce, involving transactions in which financial and personal information is submitted to merchants via the Internet. The future of e-commerce is tenuous without a general climate of online trust. Building consumer trust on the Internet presents a challenge for online merchants and is a research topic of increasing interest and importance. This paper provides an overview of the nature and concepts of trust from multi-disciplinary perspectives, and it reviews relevant studies that investigate the elements of online trust. Also, a framework of trust-inducing interface design features articulated from the existing literature is presented. The design features were classified into four dimensions, namely (1) graphic design, (2) structure design, (3) content design, and (4) social-cue design. By applying the design features identified within this framework to e-commerce web site interfaces, online merchants might then anticipate fostering optimal levels of trust in their customers.     

基于声誉的多维度信任计算算法

针对移动Agent电子商务环境,大多数基于声誉的信任算法是单维度的,评价的节点只对历史交易给出单一的评价,并不区分节点服务内容,给出的信任评价粒度较粗.对此,提出了一种基于声誉的多维度信任算法RMDT(reputation-based multi-dimensional trust).给出了一种新的推荐可信度计算方法,...     

Macro finance early warning system

In this paper, a financial early warning information system is developed based on the multi-dimensional climate approach that is featured with a multi-dimensional index construction and the relevant multi-dimensional analysis. Requirement analysis and design issues of building an information system supporting this multi-dimensional climate approach are discussed in detail. And a case using this system to study the macro financial issues is presented to illustrate how the proposed multi-dimensional approach works in the information system we design. This research is an interdisciplinary work of economic theories, macro financial empirical studies, and software engineering. With advanced macro financial early warning theories implemented in a web application, the Macro Financial Early Warning System (FEWS) developed in this research has been proved to be effective in a trial running in the Forecasting research institute of the Chinese Academy of Sciences.     

E-commerce communities as knowledge bases for firms

Most studies in the knowledge management literature investigate diversified issues from a firm and organizational perspective. Based on the observations of practices in Asia, many knowledge activities occur at the e-commerce community level and represent knowledge activities for whole communities. Hence, this study is intended to explore knowledge management issues in e-commerce communities, and comprehend the way it is practiced. This study reports on a series of in-depth interviews, reviews academic and practical knowledge management cases to construct a model, and categorizes knowledge management activities in e-commerce communities in four different modes. They include knowledge dissemination, knowledge advancement, knowledge sharing deals, and knowledge generation. A number of hypotheses are proposed that relate e-commerce-related knowledge management’s impact on innovativeness performance. This research involves an empirical study of 107 leading organizations in the business-to-business e-commerce community in China and Taiwan. The statistical results provide evidence to confirm the proposed model and the effects of e-commerce community-based knowledge management on innovativeness.     

Empathy and online interpersonal trust: A fragile relationship

The rapid growth of personal email communication, instant messaging and online communities has brought attention to the important role of interpersonal trust in online communication. An empirical study was conducted focusing on the effect of empathy on online interpersonal trust in textual IM. To be more specific, the relationship between empathic accuracy, response type and online interpersonal trust was investigated. The result suggests both empathic accuracy and response type have significant influence on online interpersonal trust. The interaction between empathic accuracy and response type also significantly influences online trust. Interestingly, the results imply a relationship between daily trust attitude and online interpersonal trust. People who are more trusting in their daily life may experience more difficulty in developing trust online. There is also some evidence to suggest that different communication scenarios may have an influence on online trust.     

Distinguishing the effects of B2B information quality,system quality,and service outcome quality on trust and distrust

Successful business-to-business (B2B) data exchanges can help firms improve inter-organizational cooperation and operational practices, thereby increasing competitive advantage. However, data exchange quality and trust are not assured. Further, although researchers have examined how trust in the exchange partner relates to data exchange system success, both trust and distrust may be important to consider. Using two-factor theory and trust theory, we examine the differential impacts of information quality, system quality, and service outcome quality on trusting and distrusting beliefs. We also study whether trusting and distrusting beliefs have differential influences on relationship commitment and perceived risk. Results from a laboratory experiment show that information quality, a process (i.e., motivating) factor, more strongly influences trusting beliefs than distrusting beliefs, whereas service outcome quality, an outcome (i.e., hygiene) factor, more strongly influences distrusting beliefs. Also, while trusting beliefs has a significantly stronger influence on relationship commitment, trusting and distrusting beliefs have equivalent effects on perceived risk. Implications and ways to expand this research are discussed.     

MANET主观路由信任研究

Mobile Ad Hoc Network(MANET)网络的路由行为依赖于开放环境下自治移动节点间的相互合作.在对MANET路由信任关系及其特性进行分析的基础上,将节点的路由信任度量表述为基于转发行为经验的二项事件后验概率计算问题,利用概率模型解决节点的主现路由信任度量与数学评价问题,实现路由信任关系的量化与预测.以此为基础,将MANET信任路径转化为路由参与节点信任的合成,从而将端到端信任路由选择转化为最大生成树的求解问题,实现了信任路由的度量与选择.     

When trust and distrust collide online: The engenderment and role of consumer ambivalence in online consumer behavior

Trust and distrust are both considered to be crucial in online truster–trustee relationships. Although some research has proposed that trust and distrust are distinct, other research continues to hold that they are merely opposite ends of the same continuum. Given this debate, it is important to consider how distrust is distinguished from trust. To that end, this paper extends the nomological network of distrust and introduces two novel antecedents never introduced in online behavior literature: situational abnormalities and suspicion. For this nomological network, we also propose that trust and distrust coexist in online e-commerce relationships and can result in ambivalence when they both have high attitudinal values (represented in emotions, beliefs, or behaviors).Using an empirical study of online consumer behavior with 521 experienced online consumers, we found strong empirical validation for our newly proposed model. We provide evidence that suspicion and situational abnormalities are separate, important antecedents to distrust. We also examine the effect of ambivalence on the truster’s intentions toward the website and find a small positive effect that increases the user’s intentions toward the website. Finally, we empirically demonstrate the coexistence of trust and distrust as separate constructs and emphasize that distrust has a much larger impact on the truster’s intentions than does trust. We conclude with implications for theory and practice, along with a discussion of the limitations of and future opportunities revealed by this study.     

Trust and e-commerce: a study of consumer perceptions

Increasing use of the World Wide Web as a B2C commercial tool raises interest in understanding the key issues in building relationships with customers on the Internet. Trust is believed to be the key to these relationships. Given the differences between a virtual and a conventional marketplace, antecedents and consequences of trust merit re-examination. This research identifies a number of key factors related to trust in the B2C context and proposes a framework based on a series of underpinning relationships among these factors. The findings in this research suggest that people are more likely to purchase from the web if they perceive a higher degree of trust in e-commerce and have more experience in using the web. Customer’s trust levels are likely to be influenced by the level of perceived market orientation, site quality, technical trustworthiness, and user’s web experience. People with a higher level of perceived site quality seem to have a higher level of perceived market orientation and trustworthiness towards e-commerce. Furthermore, people with a higher level of trust in e-commerce are more likely to participate in e-commerce. Positive ‘word of mouth’, money back warranty and partnerships with well-known business partners, rank as the top three effective risk reduction tactics. These findings complement the previous findings on e-commerce and shed light on how to establish a trust relationship on the World Wide Web.     

一种基于灰色系统理论的主观信任评估方法

针对开放网络环境下的电子交易存在的安全性、可信度低和信任评估难的问题,在文中将灰色系统理论应用于主观信任的度量与评估,提出了一种新型主观信任评估方法,即针对一个给定实体,根据不同用户对这一实体多个关键属性的评价,经过灰色关联度分析以及灰色聚类分析综合出对于此实体的总评价。仿真实验结果表明,在评价可信度未知的情况下,该方法可以较好地保留样本的完整性,提高了信任值的准确性,能够有效地遏制虚假评价对最终评价的影响,弥补了传统方法在客观性和可信性方面的不足。