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The role of structural assurance on previous satisfaction, trust and continuance intention: The case of online betting

Patrick McCole (Queen’s Management School, Queen’s University Belfast, Belfast, UK)
Elaine Ramsey (Ulster University Business School, Ulster University, Belfast, UK)
Andrew Kincaid (Ulster University Business School, Ulster University, Belfast, UK)
Yulin Fang (Department of Information Systems, City University of Hong Kong, Kowloon, Hong Kong)
Huifang LI (International Institute of Finance, School of Management, University of Science and Technology of China, Hefei, China)

Information Technology & People

ISSN: 0959-3845

Article publication date: 20 June 2019

Issue publication date: 23 September 2019




Varied accounts exist regarding the role of trust and satisfaction in online continuance intention and contexts within which this occurs. The purpose of this paper is to consider the moderating effect of structural assurance (SA) on satisfaction and trust and trust and continuance intention in a pure e-service context (online betting).


UK online bettors were surveyed with an instrument developed using validated variables and measurements, including continuance intention, satisfaction, trust (in vendor) and SA. Structural equation modeling with partial least squares was used to evaluate the measurement and structural model simultaneously.


SA positively moderates the trust–continuance intention relationship but not the satisfaction–trust relationship. SA is positively associated with trust.

Research limitations/implications

The study contributes to research focused on exploring the moderating effects of trust and satisfaction on continuance intention where institution-based mechanisms are perceived to be effective and framed to assure success.

Practical implications

An over-reliance on context-specific mechanisms is inadequate; strategic approaches to trust must consider contextual and institutional mechanisms interdependently.


The paper addresses the need for research relating to the institutional context within which trust mechanisms operate. This research provides a novel contribution through an exploration of the moderating effects of SA on: trust and continuance intention; and satisfaction and trust (the authors also measure the direct effect of SA on trust). This paper is one of the first studies to examine these important concepts in this context. The online betting case allows for the exploration of risk where vendor-specific and contextual risk are both high.



The authors are grateful to the reviewer manager and the anonymous reviewers for their invaluable guidance and insightful comments. The work described in this paper was supported by grants from National Natural Science Foundation of China (NSFC) (Project Nos 71571155, 71601027, 71431002, 71421001 and 71772022) and the Hong Kong Research Grants Council (Project No. CityU 11502116). It was also supported by China Postdoctoral Science Foundation (Project No. 2016M600206).


McCole, P., Ramsey, E., Kincaid, A., Fang, Y. and LI, H. (2019), "The role of structural assurance on previous satisfaction, trust and continuance intention: The case of online betting", Information Technology & People, Vol. 32 No. 4, pp. 781-801.



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