The social function of trust and implications for e-commerce

Morrison, David E.; Firmstone, Julie

doi:10.1080/02650487.2000.11104826

Cited by 73 publications

(44 citation statements)

References 1 publication

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“…The scant literature on marketing relationships in an internet environment seems to emphasise the internet's influence on several relational constructs individually without distinguishing between the two types of bonds (social and technical) as this research does (for example, Morrison and Firmsone, 2000;Sahay, Gould and Barwise, 1998; Ratnasingam, 2000). For example, research into the internet as a communication medium has concluded that internet technologies are different from other information technology system in terms of the way they transform business operations and practices (Hoffman, Novak and Chatterjee, 1995;Sahay, Gould and Barwise, 1998), particularly the way in which they communicate.…”

Section: Research Objectivesmentioning

confidence: 99%

The Impact of Internet Use on Inter-Firm Relationships in Australian Service Industries

Rao¹,

Perry²,

Frazer³

2003

Australasian Marketing Journal

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The impact of the internet on inter-firm relationships has received little attention in the academic literature. This theory building research develops a conceptual framework about internet-facilitated relationships based on the literature and research findings from convergent interviews. The convergent interviews were conducted with CEOs and/or marketing managers of 10 Australian service companies. Results show that the internet does not appear to hinder inter-firm relationships as the internet is not being used at the expense of more traditional and personal forms of communication and has little impact on the level of trust in internet exchange partners and the dependence they have on one another at this relatively early stage of adoption. Rather, internet use is thought to be linked with improved business performance and satisfaction with the exchange partner's performance. The findings of this research add to the body of marketing knowledge and provide guidelines for managers to more effectively use the internet in managing their relationships with other businesses. Relationship MarketingThis research investigates the intersection of relationship marketing and internet marketing. Relationship marketing was first investigated in the 1970s. Driven by global competition, relationship marketing was noticed when many businesses learnt that they must collaborate to compete (Palmer 1997(Palmer , 2000. However, it was not until the late 1970s and the 1980s that the term "relationship marketing" emerged in the marketing literature. Simultaneously but independently, researchers in the United States (for example, Wilson, 1976;Jackson, 1985) and Europe (for example, Gummesson, 1987;Hakansson, 1982;Johanson and Mattsson, 1987) began to look beyond simple dyadic transactions and began to explore the notion of dyadic relationships (Healy, Hastings, Brown and Gardiner, 2001). The two major theoretical streams of relationship marketing were the Nordic school focusing on services marketing, and the Network Approach to industrial marketing developed by the international marketing and purchasing group (IMP) (Gummesson, Lehtinen and Gronroos, 1997).Since then relationship marketing has evolved over the last two decades with the emphasis shifting with different approaches. One of the earliest approaches to relationship marketing research was social exchange theory, which placed importance on interactive marketing activities (Anderson and Narus, 1984;Araujo and Easton, 1996;Sheth and Parvatiyar, 1995). Other approaches have been grounded in inter-organisation theory (Van de Ven, 1992) and industrial network theory (Mattson, 1985). Some scholars claim that only people create relationships, while others believe that customised and personalised technologically delivered services may strengthen longterm relationships (for example, Thirkell, 1997;Schultz, 1997). For example, a recent approach to relationship marketing is predicated on the interactivity of the internet and the opportunities this provides for relationship market...

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Section: Research Objectivesmentioning

confidence: 99%

The Impact of Internet Use on Inter-Firm Relationships in Australian Service Industries

Rao¹,

Perry²,

Frazer³

2003

Australasian Marketing Journal

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“…The extant literature on trust is diffuse, spanning many different disciplines such as social psychology (Deutsch, 1960;Lewicki & Bunker, 1996), sociology (Lewis & Weigert, 1985;Strub & Priest, 1976), economics (Dasgupta, 1988), and, more recently, marketing (E. Anderson & Weitz, 1989;Choi & Rifon, 2002;Dwyer, Schurr, & Oh, 1987) and e-commerce (Lee & Turban, 2001;McKnight & Chervany, 2002;Morrison & Firmstone, 2000). Marketing interest in the topic has been driven by the burgeoning topic of relationship marketing with trust seen as being crucial to the fostering of long-term customer relationships Morgan & Hunt, 1994).…”

Section: Trustmentioning

confidence: 99%

Donor Trust and Relationship Commitment in the U.K. Charity Sector: The Impact on Behavior

Sargeant

Lee

2004

Nonprofit and Voluntary Sector Quarterly

163

164

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This article explores the relationship between trust, relationship commitment, and giving behavior. It operationalizes trust and commitment by developing measurement scales for each construct. The technique of structural equation modeling is used to determine whether trust directly affects giving behavior or whether its effects are mediated by commitment. It is concluded that commitment plays a mediating role, and implications for professional fundraising practice are discussed.

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“…However, the need for trust only arises when risk is perceived or identified (Mayer et al, 1995) whilst trust and risk are inter-related in a consumer's decision making process (Morrison and Firmstone, 2000) with trust used by consumers as a method to address perceived risk (Gefen, 2000). Trust has been identified as a key factor in consumer's intention to use mobile payments and has an increased level of importance with consumer payments (Pousttchi, 2003) whilst the perceived level of risk diminishes when trust exists between the parties (Featherman and Pavlou, 2003).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

A mixed methods empirical exploration of UK consumer perceptions of trust, risk and usefulness of mobile payments

Hampshire

2017

IJBM

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Purpose The purpose of this paper is to explore UK consumer perceptions of trust, risk and perceived usefulness of mobile payments through the use of sequential mixed methods. Design/methodology/approach A post-positivist philosophy is used with a social constructionist ontology with a questionnaire as the first survey instrument using an empirical sequential mixed methods approach. Summary quantitative analysis of the questionnaire data is undertaken followed by semi-structured interviews that produce qualitative data on which content analysis is undertaken to assess and explore UK consumer perspectives. The technology acceptance model is used as the underlying framework on which a conceptual model is developed. Findings UK consumers have significant risk and trust concerns with mobile payments, although these concerns can be overcome when clear consumer benefits are identified whilst bank supported mobile payments have an increased level of trust compared to new market entrants and other established companies. Furthermore, perceived trust positively influences perceived usefulness and mitigates perceived risk, whilst perceived risk negatively influences perceived usefulness. In addition, perceived usefulness significantly and positively influences UK consumer attitude which can lead to adoption. Research limitations/implications Whilst 120 completed questionnaire responses are received, only 101 questionnaires are used for analysis. In addition, ten semi-structured interviews are undertaken using a purposeful sample to minimise any imbalance (Oakley, 1981) which increases the reliability of the research findings (Hackley, 2003). This mobile payments research does not have a statistically secure universalisation of the findings, which negates the application of these research findings to other groups and to different social settings (Lincoln and Guba, 1985). Practical implications Mobile payment organisations will need to focus on identifying the specific benefits of mobile payments to UK consumers as mitigating risk and increasing trust do not compensate for the absence of usefulness. Social implications UK consumers indicate a lack of awareness of existing contactless payment guarantees provided by UK banks, although these payment guarantees significantly increase UK consumer trust. Originality/value Both quantitative and qualitative empirical data are obtained on UK consumer perspectives of risk, trust and perceived usefulness of mobile payments using sequential mixed methods.

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The social function of trust and implications for e-commerce

Cited by 73 publications

References 1 publication

The Impact of Internet Use on Inter-Firm Relationships in Australian Service Industries

The Impact of Internet Use on Inter-Firm Relationships in Australian Service Industries

Donor Trust and Relationship Commitment in the U.K. Charity Sector: The Impact on Behavior

A mixed methods empirical exploration of UK consumer perceptions of trust, risk and usefulness of mobile payments

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