Shu-Hua Chien

Impact of Signals and Experience on Trust and Trusting Behavior

Trust is an essential factor that drives virtual interaction and transactions on the Internet. Researchers have investigated the trust development process, and identified several important factors that form the basis for trust. This research combines the signal perspective and trust theory to examine the impact of market signals and past experience on trust formation and trusting behavior. Three market signals, including brand image, Web-site investment, and privacy policies, are identified and empirically tested to determine their impact on consumer trust. Based on 322 active Web users, the quantitative results suggest that brand image, Web-site investment, privacy policies, and past experience all positively impact trust formation. Furthermore, trust shows a positive effect on Web-site stickiness. Both theoretical and practical implications of the results are also offered.

Impulse Purchases and Trust: The Mediating Effect of Stickiness and the Mental Budgeting Account

Impulse purchasing is a pervasive yet relatively little-discussed phenomenon. This study investigates the effect of impulse purchases on trust, as well as the mediating effect of stickiness and the mental budgeting account in the group buying context. Questionnaires were sent to group buying participants. The results show that impulse purchases have a positive effect on trust and that both stickiness and the mental budgeting account present a mediating effect.

Impact of initial trust, involvement, and mood on trusting belief

Purpose – The purpose of this paper is to incorporate social exchange theory to elaborate on the antecedents that underlie consumers’ trust of innovative financial product providers. In particular, this study investigates the mediating role of positive moods in stimulating customer trust. Design/methodology/approach – The research model was tested using data collected from 440 elite customers from top-ten financial holding companies in Taiwan. Structure equation modeling was employed to verify and validate the research model. Findings – The findings suggest that initial trust and customer involvement significantly and positively impact customer moods. In addition, customer initial trust, involvement, and positive moods significantly influence customers’ trusting belief of service providers. Research limitations/implications – This study focussed on the financial services industry only. While this industry represents an ideal new product development context, future research is needed to test the theory in ...

Attachment relationship study of trust and trust transfer

Purpose The purpose of this paper is to apply trust perspective and attachment theory and determined that relational embeddedness, anxiety attachment, and avoidance attachment are major factors influencing the trust of tenants in owners/developers of shopping centers. The authors also examined whether tenants transfer this trust to new shopping center developers and the consequent effect on relational performance. Design/methodology/approach This research was empirically based on primary data collected from new shopping center developers and the consequent effect on relational performance. Structure equation modeling was employed to verify and validate the research model. Findings Data collected from 250 shopping center tenants were analyzed, and the findings indicate that relational embeddedness, anxiety attachment, and avoidance attachment positively affect the trust of store tenants in the owners or developers of shopping centers. Furthermore, the authors determined that trust in existing shopping center developers was transferred to new shopping center developers, which consequently enhanced relational performance. Originality/value The findings contribute to trust transfer research and provide actionable guidelines to organizations intending to provide intermediary business services.

Factors Influencing Business Adoption of Online Tax Payment Services

Enhanced telecommunication technologies have enabled government to provide business organizations and citizens with integrated information and online services. Such technology-based services, often referred to e-government, have substantially advanced the efficiency and accessibility of public services. While the benefits of e-government are widely recognized, the use of online services remains low. The present quantitative study aims to uncover the underlying factors that influence business user adoption of e-government services. In particular, this study integrates the system acceptance model with the trust perspective to investigate the factors that influence business user intentions. Based on the results from questionnaires collected from 204 business users of an online tax payment system, the findings suggest that perceived ease of use has a positive impact on perceived usefulness, that structural assurance influences trust positively, that perceived usefulness, perceived ease of use, and trust have positive impact on attitude, and that trust and attitude influence behavioral intentions positively. The research findings indicate that governments not only need to increase the public awareness of the technological merits of the online tax services but also need to provide adequate security mechanisms to facilitate online transaction. The research implications are discussed.