An Examination of the Nature of Trust in Buyer-Seller Relationships

Abstract

Even if the online store image has recognized an important factor for e-commerce, there are not only rather little attention has been paid to the online store image (e.g., van der Heijden and Verhagen 2004 ), but also poorly to investigate its consequence. van der Heijden and Verhagen (2004) developed factors of online store image and regarded all factors as a parallel relationship. The purpose of this study is to provide a new insight into constitutes structural relationships among the factors of online store image and to explore how it influences attitude of online shopping. The results of study will benefit online store because it can operate or improve one of online store image to form another image and make clear priorities in the marketing budget.van der Heijden and Verhagen (2004) argued that consumers perceive online store image on many factors, including usefulness, enjoyment, ease use, style, familiarity, trust and settlement performance, which collectively make up online store image. There are some online store images embedded in TAM in this study (e.g., usefulness and ease use). An online store is equal to a web site and the attitudes of online shopping similar to attitudes of web site usage and web site is, in essence, an information technology. Thus, as such, attitudes of online shopping should be explained in part by the Technology Acceptance Model (TAM) (David 1989). Then, according to the instrumental conditioning of the behavioral learning theory (Skinner 1953), the image of enjoyment is similar to the positive reinforcement, it strengthen the frequency of web site usage, hence, foster perception of image of ease use. Based on the psychology mechanism of trust process, which includes capability process and intentionality process (Doney and Cannon 1997), the online shoppers can realize the target's behaviors further and attempts to determine its intentions of exchange. Inferences of benevolent intentions also enable online shoppers to understand the target's goals better (i.e., what drives their behavior). Furthermore, the better image of settlement performance is the more contribute to the built-up of image of trust because online shoppers believe that online store has the ability to meet its obligations. Finally, Social Exchange Theory (SET) (Blau 1964) could explain the relation between trust and usefulness. Only when an online store can be trusted, the online shoppers are able to successfully accomplish their tasks on the web site, that is, usefulness (e.g., search for product information and place an order). Conversely, doing business with an online store that cannot be trusted could result in detrimental consequences, i.e., reduced usefulness.Based upon samples of211 online users in Taiwan and all scales adapted from the study of van der Heijden and Verhagen (2004). The conceptual model was analysis by the two-step structural equation model (SEM) (Bollen 1989). The results of CF A and structural model showed a satisfactory fit. Composite reliability, convergent validity and discrimi...

On the nature and direction of relationships between constructs and measures.

“…Further evaluation of Doney and Cannon's (1997) measure suggests a different model. Scores on items describing social interaction are distinct from those interactions, and higher scores should be associated with the increased occurrence of interactions.…”

A szolgáltatásérték, a bizalom és az elkötelezettség vizsgálata a kulturális szolgáltatások körében ‒ a jobb szolgáltatásérték magasabb elkötelezettséget eredményez?

“…Másrészt, a szolgáltató azon képességén és szándékán alapul, hogy megbízhatóan szolgáltat és kiszámítható, őszinte a viselkedése. A bizalom alapja, hogy a fogyasztó és a szolgáltató értékeli egymás hitelességét (credibiliy) és jóhiszeműségét (benevolence), tehát legalább az egyiknek információval kell rendelkeznie a másik korábbi viselkedéséről és ígéreteiről (Doney -Cannon, 1997). A bizalom keletkezése szempontjából ezért fontos szerepe van a döntést megelőző információ-keresési folyamatnak, amely különböző csatornák mentén történik.…”

Franchisor-Franchisee Relationship Quality: Time of Relationship and Performance

“…Trust is one of the most relevant constructs in relationship marketing (Anderson & Narus, 1990;Doney & Cannon, 1997;Ganesan, 1994;Mohr & Spekman, 1994;Morgan & Hunt, 1994), and is tied to the belief in partner integrity and predictability (Morgan & Hunt, 1994). Under this view, a company acts in order to generate positive results and does not take unexpected actions which may harm their partners (Anderson & Narus, 1990).…”

“…Under this view, a company acts in order to generate positive results and does not take unexpected actions which may harm their partners (Anderson & Narus, 1990). This is an important factor in building long-term relationships (Ganesan, 1994), since in the presence of trusted long-term idiosyncratic investments can be made with limited risk (Doney & Cannon, 1997).…”