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Article
Publication date: 1 October 2005

Yuan Gao

This paper aims to provide a theoretical overview of the factors influencing user trust in online games. It offers a set of guidelines that help online game marketers to…

3959

Abstract

Purpose

This paper aims to provide a theoretical overview of the factors influencing user trust in online games. It offers a set of guidelines that help online game marketers to better understand how users form their trust in online games, and fully reap the benefits of this new medium.

Design/methodology/approach

This paper reviews literature from the perspectives of considering an online game player as both a consumer of web‐based entertainment and a computer user. It explores factors related to the web environment as well as those of the games themselves. In particular, it examines a user's perceptions about the company, the online gaming site, and an individual game.

Findings

A number of factors influencing user trust in online games are largely within the control of the company sponsoring the sites or marketing the games. Based on the analysis of these factors, this paper provides a set of guidelines that would help marketers win user trust in their online gaming products or services.

Practical implications

Firms promoting online games can take guidance in how to build user trust through paying attention to building brand recognition, enhancing usability and appeal, as well as providing security assurance both at the web sites and within the individual games.

Originality/value

This paper is based on current research in consumer trust, both offline and online, and represents an original attempt at analyzing theoretically the factors influencing user trust in online games. It provides a framework for empirical testing of the propositions outlined in the paper.

Details

The Electronic Library, vol. 23 no. 5
Type: Research Article
ISSN: 0264-0473

Keywords

Open Access
Article
Publication date: 23 August 2022

Aloka Karunasingha and Nalin Abeysekera

The main purpose of this study is to investigate the mediating effect of trust on the relationship between consumers' social motivation and online purchase intentions in…

1626

Abstract

Purpose

The main purpose of this study is to investigate the mediating effect of trust on the relationship between consumers' social motivation and online purchase intentions in the context of social media marketing in the fashion industry of Sri Lanka.

Design/methodology/approach

The sample selection was done using a convenience sampling strategy. An online survey was conducted, and data gathered from consumers who worked for a range of organizations, including universities in the Colombo district (Sri Lanka).

Findings

The results illustrated that social motivation has a significant positive effect on trust as well as online purchase intentions. And they further demonstrated that a consumer's level of trust has a significant impact on their online purchase intentions. Trust was also found to partially mediate the relationship between social motivation and online purchase intention.

Research limitations/implications

The study was solely focused on the Sri Lankan fashion industry. Consumer behavior relating to other industries may differ. Therefore, this model can be further developed to encompass other industries in future studies.

Practical implications

The study contributes to practical solutions in the development of consumer behavior (in the context of social media marketing). Stakeholders in the fashion industry may take the suggestions of this research, such as how to incorporate “trust” in social media marketing to attract and retain customers, into consideration in their future decision making.

Originality/value

This study is the first study in the Sri Lankan context to assess the mediating effect of trust on the relationship between consumers' social motivation and online purchase intentions in the context of social media marketing in the fashion industry of Sri Lanka. Overall, the results offer implications that align with existing theories and contribute to practical solutions in the development of consumer behavior (in the context of social media marketing).

Details

South Asian Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2719-2377

Keywords

Book part
Publication date: 12 December 2015

Saleem Alhabash, Mengtian Jiang, Brandon Brooks, Nora J. Rifon, Robert LaRose and Shelia R. Cotten

The study examines how two types of trust – institutional and system trust – predict online banking intentions (OBI) as a function of generational cohort membership.

Abstract

Purpose

The study examines how two types of trust – institutional and system trust – predict online banking intentions (OBI) as a function of generational cohort membership.

Methodology/approach

The study uses a cross-sectional survey of 559 U.S. Amazon Mechanical Turk (MTurk) members using quota sampling from three generational groups: SGI (born before 1946), older boomer (born 1946–1954), and millennial (born 1977–1992).

Findings

Results showed generational cohort differences in system and institutional trust as well as OBI. Serial mediation model results showed the model where institutional trust precedes system trust best explains the relationship between generational cohort membership and OBI.

Research limitations

While diverse, the sample comprised of MTurk workers and relied on self-report measures of behavioral intentions, thus limiting the generalizability of our findings.

Implications

This study introduces two levels of e-trust into the technology acceptance literature and provides a guideline for financial institutions and system designers to understand the role of trust in driving online service adoption and use for different generations.

Originality/value

This study explores generational differences in technology use with special focus on older adults, which is yet to be fully explored in the literature. This study differentiates between two levels of e-trust and explores the order in which both trust types mediate the relationship between generational cohort membership and OBI.

Details

Communication and Information Technologies Annual
Type: Book
ISBN: 978-1-78560-381-5

Keywords

Book part
Publication date: 10 December 2015

Dekar Urumsah

The concept and practice of e-services has become essential in business transactions. Yet there are still many organizations that have not developed e-services optimally…

Abstract

The concept and practice of e-services has become essential in business transactions. Yet there are still many organizations that have not developed e-services optimally. This is especially relevant in the context of Indonesian Airline companies. Therefore, many airline customers in Indonesia are still in doubt about it, or even do not use it. To fill this gap, this study attempts to develop a model for e-services adoption and empirically examines the factors influencing the airlines customers in Indonesia in using e-services offered by the Indonesian airline companies. Taking six Indonesian airline companies as a case example, the study investigated the antecedents of e-services usage of Indonesian airlines. This study further examined the impacts of motivation on customers in using e-services in the Indonesian context. Another important aim of this study was to investigate how ages, experiences and geographical areas moderate effects of e-services usage.

The study adopts a positivist research paradigm with a two-phase sequential mixed method design involving qualitative and quantitative approaches. An initial research model was first developed based on an extensive literature review, by combining acceptance and use of information technology theories, expectancy theory and the inter-organizational system motivation models. A qualitative field study via semi-structured interviews was then conducted to explore the present state among 15 respondents. The results of the interviews were analysed using content analysis yielding the final model of e-services usage. Eighteen antecedent factors hypotheses and three moderating factors hypotheses and 52-item questionnaire were developed. A focus group discussion of five respondents and a pilot study of 59 respondents resulted in final version of the questionnaire.

In the second phase, the main survey was conducted nationally to collect the research data among Indonesian airline customers who had already used Indonesian airline e-services. A total of 819 valid questionnaires were obtained. The data was then analysed using a partial least square (PLS) based structural equation modelling (SEM) technique to produce the contributions of links in the e-services model (22% of all the variances in e-services usage, 37.8% in intention to use, 46.6% in motivation, 39.2% in outcome expectancy, and 37.7% in effort expectancy). Meanwhile, path coefficients and t-values demonstrated various different influences of antecedent factors towards e-services usage. Additionally, a multi-group analysis based on PLS is employed with mixed results. In the final findings, 14 hypotheses were supported and 7 hypotheses were not supported.

The major findings of this study have confirmed that motivation has the strongest contribution in e-services usage. In addition, motivation affects e-services usage both directly and indirectly through intention-to-use. This study provides contributions to the existing knowledge of e-services models, and practical applications of IT usage. Most importantly, an understanding of antecedents of e-services adoption will provide guidelines for stakeholders in developing better e-services and strategies in order to promote and encourage more customers to use e-services. Finally, the accomplishment of this study can be expanded through possible adaptations in other industries and other geographical contexts.

Details

E-services Adoption: Processes by Firms in Developing Nations
Type: Book
ISBN: 978-1-78560-709-7

Keywords

Article
Publication date: 17 June 2022

Suk Chong Tong and Fanny Fong Yee Chan

With the prevailing use of online communication platforms, this study revisits the definitions of trust in an online context. By exploring organizational online

Abstract

Purpose

With the prevailing use of online communication platforms, this study revisits the definitions of trust in an online context. By exploring organizational online communications from a practitioners' perspective, a conceptual framework that illustrates the nature of trust and its relationship with dialogic communication between organizations and organizations' stakeholders in the digital era is proposed.

Design/methodology/approach

A total of 27 in-depth interviews were conducted with public relations and marketing practitioners involved in coordinating organizational online communications in Hong Kong.

Findings

From the practitioners' perspective, stakeholders' online trust toward an organization, which is a hybridity of initial and rapidly evolving trust, begins with stakeholders swift and initial judgment of the organization according to category-based cues (including knowledge-based attributes of the organization, institutional cues, and particular attributes of online dialogic communication) available on online platforms and further develops over time. Practitioners regard the integration of online and offline communication platforms to be the most effective way to build trust in organization–stakeholder relationships in the digital era, while dialectical tensions can hinder trust formed in online communication.

Originality/value

Along with the proposed conceptual framework, this study advances the discussion of online trust in public relations practices from the practitioners' perspective. A qualitative approach provides rich descriptions that may help to enrich theories in public relations and communication management regarding the interplay of trust and dialogic communication in organizational practices in the digital era.

Details

Journal of Communication Management, vol. 26 no. 3
Type: Research Article
ISSN: 1363-254X

Keywords

Open Access
Article
Publication date: 7 December 2021

Zonaib Tahir

This paper aims to compare the relative importance of tangible compensation across the offline and online service mediums, and assess tangible compensation as a trust

1097

Abstract

Purpose

This paper aims to compare the relative importance of tangible compensation across the offline and online service mediums, and assess tangible compensation as a trust recovery tactic.

Methodology

This study is based on a 3 (compensation level: 20%, 50%, 100%) × 2 (compensation type: refund, coupon) × 2 (service medium: offline, online) scenario-based experimental design.

Findings

The offline and online customers exhibit different satisfaction for the respective values of both the immediate and delayed compensation types. Moreover, offline customers exhibit more trust in the firm when they receive a refund, whereas their online counterparts demonstrate a higher trust when provided with a coupon.

Practical implications

For a service failure such as the one presented in the experimental study’s scenario, a lower (higher) value coupon will generate more (less) satisfaction compared to providing the same value as a refund. Firms will be better off by providing partial compensation in the form of a coupon, rather than a refund.

Originality

Unlike most studies of service recovery, this research takes into account the perceived differences of various tangible compensations to provide a comparison of offline and online customers’ recovery preferences. Furthermore, the previous studies have not focused on trust restoration and assessed causes and effects of trust based on trust at one point in time i.e. trust after recovery. While this study has included restored trust as a variable in the conceptual model.

Propósito

Esta investigación tiene como objetivo comparar la importancia relativa de la compensación tangible en los medios de servicio offline y online, y evaluar la compensación tangible como táctica de recuperación de la confianza.

Metodología

Este estudio se basa en un diseño experimental basado en 3 (nivel de compensación: 20%, 50%, 100%) x 2 (tipo de compensación: reembolso, cupón) x 2 (medio de servicio: offline, online).

Conclusiones

Los clientes offline y online muestran una satisfacción diferente para los valores respectivos de los tipos de compensación inmediata y diferida. Además, los clientes offline muestran más confianza en la empresa cuando reciben un reembolso, mientras que sus homólogos online demuestran una mayor confianza cuando se les proporciona un cupón.

Implicaciones prácticas

Para un fallo del servicio como el presentado en el escenario del estudio experimental, un cupón de menor (mayor) valor generará más (menos) satisfacción en comparación con proporcionar el mismo valor como reembolso. Las empresas saldrán ganando si ofrecen una compensación parcial en forma de cupón, en lugar de un reembolso.

Originalidad

A diferencia de la mayoría de los estudios sobre la recuperación de servicios, esta investigación tiene en cuenta las diferencias percibidas de varias compensaciones tangibles para ofrecer una comparación de las preferencias de recuperación de los clientes offline y online. Además, los estudios anteriores no se han centrado en el restablecimiento de la confianza y han evaluado las causas y los efectos de la confianza basándose en la confianza en un momento determinado, es decir, la confianza después de la recuperación. En cambio, este estudio ha incluido la confianza restaurada como una variable en el modelo conceptual.

目的

本研究旨在比较有形补偿在离线和在线服务媒介中的相对重要性, 并评估有形补偿作为一种信任恢复策略。

方法

本研究基于3(补偿水平:20%, 50%, 100%)×2(补偿类型:退款, 优惠券)×2(服务媒介:线下, 线上)的情景实验设计。

研究结果

线下和线上的顾客对即时和延迟补偿类型的各自数值表现出不同的满意度。此外, 离线顾客在收到退款时表现出对公司的更多信任, 而他们的在线顾客在得到优惠券时表现出更多的信任。

实际意义

对于像实验研究中提出的那种服务失败, 与提供相同价值的退款相比, 价值较低(较高)的优惠券会产生更多(更少)的满意度。企业通过以优惠券的形式提供部分补偿, 而不是退款, 会有更好的效果。

原创性

与大多数关于服务恢复的研究不同, 这项研究考虑到了各种有形补偿的感知差异, 以提供离线和在线顾客恢复偏好的比较。此外, 以前的研究没有关注信任的恢复, 而是基于一个时间点的信任, 即恢复后的信任来评估信任的原因和影响。而本研究将恢复的信任作为概念模型中的一个变 量。

Article
Publication date: 3 December 2021

Miao Miao, Tariq Jalees, Syed Imran Zaman, Sherbaz Khan, Noor-ul-Ain Hanif and Muhammad Kashif Javed

This research study investigates the factors that influence e-customer satisfaction, e-trust, perceived value and consumers repurchase intention in the context of the B2C…

3454

Abstract

Purpose

This research study investigates the factors that influence e-customer satisfaction, e-trust, perceived value and consumers repurchase intention in the context of the B2C e-commerce segment. It investigates the mediation effect of e-customer satisfaction, e-trust and perceived value on repurchase intention. It also examines the moderating role of prior online experience.

Design/methodology/approach

Based on the adapted questionnaire, pre-recruited enumerators collected the data from five leading business universities of Karachi. They distributed 425 questionnaires and received 415 questionnaires. The study has used Partial Least Square-Structure Equation Modeling (PLS-SEM) technique for data analysis.

Findings

We have tested 20 hypotheses, of which our results do not support five, including two direct, two mediating. Our results support all the direct hypotheses except the following two: (1) delivery service affects e-satisfaction (2) customer services quality effect on trust. We did not find support for the following two mediating hypotheses (1) e-satisfaction mediates delivery services and repurchase intention, (2) service quality mediates customers' service quality and repurchase intention. Our results do not support one moderating relationship. Prior online experience moderates e-perceived value and repurchase intention.

Research limitations/implications

This research provides valuable information to the online retailers of B2C e-commerce, which can help them make strategies based on their consumers' behavior and encourage them to make repeat purchases from online retailing stores. It allows future researchers to replicate the model in cross-cultural studies in different product categories.

Originality/value

We have examined the moderating effect of prior online experience between (e-satisfaction, e-trust and perceived value) on the repurchase intention.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 10
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 2 November 2015

Mamoun N. Akroush and Mutaz M. Al-Debei

The purpose of this paper is to examine an integrated model of factors affecting attitudes toward online shopping in Jordan. The paper introduces an integrated model of…

16802

Abstract

Purpose

The purpose of this paper is to examine an integrated model of factors affecting attitudes toward online shopping in Jordan. The paper introduces an integrated model of the roles of perceived website reputation, relative advantage, perceived website image, and trust that affect attitudes toward online shopping.

Design/methodology/approach

A structured and self-administered online survey was employed targeting online shoppers of a reputable online retailer in Jordan; MarkaVIP. A sample of 273 of online shoppers was involved in the online survey. A series of exploratory and confirmatory factor analyses were used to assess the research constructs, unidimensionality, validity, and composite reliability (CR). Structural path model analysis was also used to test the proposed research model and hypotheses.

Findings

The empirical findings of this study indicate that perceived website reputation, relative advantage, perceived website image, and trust have directly and indirectly affected consumers’ attitudes toward online shopping. Online consumers’ shopping attitudes are mainly affected by perceived relative advantage and trust. Trust is a product of relative advantage and that the later is a function of perceived website reputation. Relative advantage and perceived website reputation are key predictors of perceived website image. Perceived website image was found to be a direct predictor of trust. Also, the authors found that 26 percent of variation in online shopping attitudes was directly caused by relative advantage, trust, and perceived website image.

Research limitations/implications

The research examined online consumers’ attitudes toward one website only therefore the generalizability of the research finding is limited to the local Jordanian website; MarkaVIP. Future research is encouraged to conduct comparative studies between local websites and international ones, e.g., Amazon and e-bay in order to shed lights on consumers’ attitudes toward both websites. The findings are limited to online shoppers in Jordan. A fruitful area of research is to conduct a comparative analysis between online and offline attitudes toward online shopping behavior. Also, replications of the current study’s model in different countries would most likely strengthen and validate its findings. The design of the study is quantitative using an online survey to measure online consumers’ attitudes through a cross-sectional design. Future research is encouraged to use qualitative research design and methodology to provide a deeper understanding of consumers’ attitudes and behaviors toward online and offline shopping in Jordan and elsewhere.

Practical implications

The paper supports the importance of perceived website reputation, relative advantage, trust, and perceived web image as keys drivers of attitudes toward online shopping. It further underlines the importance of relative advantage and trust as major contributors to building positive attitudes toward online shopping. In developing countries (e.g. Jordan) where individuals are generally described as risk averse, the level of trust is critical in determining the attitude of individuals toward online shopping. Moreover and given the modest economic situation in Jordan, relative advantage is another significant factor affecting consumers’ attitudes toward online shopping. Indeed, if online shopping would not add a significant value and benefits to consumers, they would have negative attitude toward this technology. This is at the heart of marketing theory and relationship marketing practice. Further, relative advantage is a key predictor of both perceived website image and trust and the later is a major driver of attitudes toward online shopping. Online retailers’ executives and managers can benefit from such findings for future e-marketing strategies and retaining customers to achieve long-term performance objectives.

Originality/value

This paper is one of the early empirical endeavors that examined factors affecting attitudes toward online shopping in Jordan. This study provides evidence on the factors that determine online shoppers’ attitudes as an antecedent to consumers purchase decisions. From a theoretical perspective, this study contributes to the existing body of knowledge by revealing the sort of cause and effect relationships among relative advantage, perceived website reputation, perceived website image, in addition to trust, and their effect on consumers’ attitudes toward online shopping. Moreover, this paper is one of handful research that has distinguished between perceived website image and perceived website reputation along with their relationships and more specifically in the context of online shopping. From an international e-marketing perspective, online retailers planning to expand their operations to include Jordan or the MENA Region have now valuable empirical evidence concerning the predictors of online shopping attitudes and online shoppers’ behavior upon which e-marketing strategies are formulated and implemented.

Details

Business Process Management Journal, vol. 21 no. 6
Type: Research Article
ISSN: 1463-7154

Keywords

Article
Publication date: 28 October 2010

HyeKyoung Kim and Jihoon Song

The purpose of this paper is to examine the relationships among the quality of word‐of‐mouth (WOM), online trust, perceived usefulness, perceived ease of use, and online

5856

Abstract

Purpose

The purpose of this paper is to examine the relationships among the quality of word‐of‐mouth (WOM), online trust, perceived usefulness, perceived ease of use, and online shopping intention in the online shopping mall. This study presented participation and response of others on bulletin boards or product review sections as the factors that affect the quality of WOM through literature review.

Design/methodology/approach

A theoretical review and an empirical study were conducted and the hypotheses were tested through the empirical analysis.

Findings

The paper finds that participation and response of others on bulletin board or product review section have positive effects on the quality of WOM. It was revealed that the quality of WOM has positive effects on online trust, and online trust has positive effects on perceived usefulness, shopping intension and perceived ease of use. In addition, the results demonstrated that perceived ease of use and perceived usefulness have positive effects on shopping intention.

Originality/value

Many studies on online shopping malls are mostly focused on the effects of following the action by positive or negative WOM. This study examines the factors that determine the quality of online WOM, and it seeks to examine the effects of such WOM on the following actions such as online trust and purchase intention.

Details

Journal of Research in Interactive Marketing, vol. 4 no. 4
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 5 June 2009

Juan Carlos Roca, Juan José García and Juan José de la Vega

The purpose of this paper is to test an augmented technology acceptance model (TAM) in the online financial trading context. This research aims to investigate how…

12735

Abstract

Purpose

The purpose of this paper is to test an augmented technology acceptance model (TAM) in the online financial trading context. This research aims to investigate how e‐investors are influenced by perceived trust, security, and privacy jointly with traditional TAM constructs.

Design/methodology/approach

The research examines e‐investors' behavioral intention to use online dealers' and stockbrokers' services. The model suggests that perceived trust jointly with perceived usefulness and perceived ease of use are important antecedents of intentions; the hypotheses are statistically tested using structural modeling.

Findings

The results from this study suggest that perceived trust, usefulness and ease of use are important issues in online trading systems. The findings suggest that online financial dealers and stockbrokers must improve the security of the online system since e‐investors form perceptions about its perceived security and when these perceptions are confirmed, their trust is enhanced and consequently they are more likely to use these online services particularly if the financial information is useful for their purposes.

Research limitations/implications

The findings of the present study have various implications for research as well as practice. First, perceived trust, perceived usefulness and perceived ease of use are critical to the success of an online trading system. Second, perceived privacy did not influence users' beliefs in trust. Since perceived trust and perceived usefulness are the most important antecedents of behavioral intention, managers can increase e‐investors' usage intention by improving their beliefs in how the online trading system can enhance their performance and effectiveness using a system with enough security mechanisms. The major limitation is that trust is examined as a single‐dimension construct.

Originality/value

This paper is one of the first that has empirically tested the link between trust, security, privacy, usefulness, ease of use and behavioral intention in the online trading context.

Details

Information Management & Computer Security, vol. 17 no. 2
Type: Research Article
ISSN: 0968-5227

Keywords

1 – 10 of over 43000