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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…

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3853

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

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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

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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

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Article
Publication date: 27 November 2020

Youssef Chetioui, Hind Lebdaoui and Hajar Chetioui

The coronavirus pandemic has created a new wave of first-time online shoppers in both industrialized and emerging countries. More interestingly, scholars and practitioners…

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1711

Abstract

Purpose

The coronavirus pandemic has created a new wave of first-time online shoppers in both industrialized and emerging countries. More interestingly, scholars and practitioners expect this transition to online shopping to eventually persist in the next few years. The current research study aims to investigate the factors explaining attitudes toward online shopping. The authors propose an integrated model in which trust mediates the effects of relative advantage and electronic word of mouth (eWOM) on attitudes toward online shopping. The moderating effect of gender was also assessed using the multigroup analysis (MGA).

Design/methodology/approach

Based on data collected from 378 Moroccan online shoppers, the authors empirically tested the hypothesized model using a partial least squares (PLS) estimation.

Findings

First, relative advantage, eWOM and trust significantly impact consumer attitudes toward online shopping; at the same time, trust is influenced by relative advantage and eWOM. Second, results confirm that trust mediates the effects of relative advantage and eWOM on attitudes toward online shopping. Third, the MGA reveals that female consumers tend to exhibit a stronger effect of eWOM on trust and on attitudes toward online shopping.

Originality/value

Most relevant studies have focused on the main predictors of attitudes toward online shopping but did not suggest mediating and moderating factors that can help in explaining indirect effects. The present paper bridges a gap pertaining to antecedents of attitudes toward online shopping by incorporating the mediating effect of online trust. The authors also examine gender disparities related to the predictors of trust and consumer attitudes toward online shopping. This study is the first of its kind to investigate the antecedents of attitudes toward online shopping in an African country.

Details

EuroMed Journal of Business, vol. 16 no. 4
Type: Research Article
ISSN: 1450-2194

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Article
Publication date: 1 May 2020

Tanikan Pipitwanichakarn and Nittaya Wongtada

As technology has increasingly disrupted traditional commerce, there is a need for inclusive growth to ensure that no group – particularly the underprivileged – is left…

Abstract

Purpose

As technology has increasingly disrupted traditional commerce, there is a need for inclusive growth to ensure that no group – particularly the underprivileged – is left behind. Against this backdrop, this paper aims to shed light on mobile commerce (m-commerce) adoption among street vendors. This study conducts an experiment to investigate the contribution of online reviews and relevant factors in enhancing the perceived usefulness and adoption of m-commerce.

Design/methodology/approach

This study used a 2 (perceived ease of use: high vs low) × 2 (trust in service provider: high vs low) × 2 (online review: positive vs negative) between-subjects design, resulting in eight experimental groups. The level of the online review was manipulated, and the degrees of perceived ease of use and trust were measured.

Findings

Perceived usefulness depends on online reviews when users perceive incongruent information (e.g. high ease of use but low trust); that is, users who saw positive reviews more strongly perceived the usefulness of m-commerce. On the contrary, perceived usefulness does not vary based on online reviews if users perceive congruent information (e.g. high ease of use and high trust).

Originality/value

This research advances the knowledge of m-commerce adoption by exploring the interaction of perceived ease of use, trust and online reviews, a combination that has not been addressed in previous empirical studies.

Details

Journal of Asia Business Studies, vol. 14 no. 5
Type: Research Article
ISSN: 1558-7894

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Article
Publication date: 20 May 2020

Akram Garepasha, Samad Aali, Ali Reza Bafandeh Zendeh and Soleyman Iranzadeh

The purpose of this paper is to investigate the effect of service quality and relationship quality on customer loyalty in different stages of the relationship life cycle…

Abstract

Purpose

The purpose of this paper is to investigate the effect of service quality and relationship quality on customer loyalty in different stages of the relationship life cycle in online banking services.

Design/methodology/approach

A total of 651 Iranian online banking customers participated in the research by completing questionnaires. The research hypotheses were tested using structural modeling technique.

Findings

The results showed that the relationship quality on customer loyalty in online banking services is affected by the relationship life cycle. The results also showed that online service quality, in the form of Utilitarian quality and Hedonic quality, has a positive effect both directly and indirectly on customer loyalty through online relationship quality.

Research limitations/implications

In this paper, the relationship dynamics was achieved through adding the relationship life cycle variable to the model. However, the study was a cross-sectional research and different results might be obtained if data was collected longitudinally.

Practical implications

In an online banking service, the role of relationship quality in the prediction of customer loyalty is reduced as the relationship ages. Therefore, marketers need to consider other marketing actions to continue their relationship with the customer in the long run.

Originality/value

This paper examines customer loyalty to online banking services from dynamic perspective by introducing relationship life cycle as a moderating variable for the first time. Therefore, the main contribution of this paper is to develop the relationship marketing literature in the field of relationship dynamics and to challenge the effectiveness of relationship marketing in the long run.

Details

Journal of Islamic Marketing, vol. 12 no. 4
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 19 March 2020

Ho Trong Nghia, Svein Ottar Olsen and Nguyen Thi Mai Trang

Based on a duality approach, this study examines the path from utilitarian value via cognitive trust versus hedonic value via affective trust in online shopping…

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1170

Abstract

Purpose

Based on a duality approach, this study examines the path from utilitarian value via cognitive trust versus hedonic value via affective trust in online shopping well-being. This study also explores the moderating role of extraversion in the relationships between shopping value and trust.

Design/methodology/approach

A data set collected from 648 online consumers in Vietnam was used to validate the measures employing confirmatory factor analysis (CFA) and to test the hypotheses using structural equation modelling (SEM).

Findings

The results show that online shopping well-being is determined hedonically and affectively rather than in an utilitarian manner and cognitively. Affective trust positively contributes to online shopping well-being, but cognitive trust does not. The dual-process associations between utilitarian shopping value and cognitive trust and between hedonic shopping value and cognitive trust were also confirmed. Finally, extraversion moderates the cognitive and affective associations between shopping values and trust.

Originality/value

This study contributes to the literature on online shopping by applying a dual perspective to confirm the role of hedonic shopping value and affective trust in positively determining online shopping well-being. As a result, this study provides a deeper understanding about if and why online shopping well-being is affect-based, instead of cognition-based.

Details

Marketing Intelligence & Planning, vol. 38 no. 5
Type: Research Article
ISSN: 0263-4503

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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…

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15603

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

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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

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5584

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

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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…

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11587

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

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