Understanding trust and perceived usefulness in the consumer acceptance of an e-service: a longitudinal investigation

E-services remain characterised by uncertainty despite their proliferation. Consumer trust beliefs are therefore considered an important determinant of e-service adoption. However, the research has not yet considered the potentially dynamic nature of these trust beliefs or how early-stage trust might influence later-stage adoption and use. To address this gap, this study draws on the theory of reasoned action and expectation–confirmation theory in a longitudinal study of trust in e-services. We examine how trust interacts with other consumer beliefs such as perceived usefulness (PU) and how these beliefs together influence consumer intentions and behaviours concerning e-services at both the initial and latter stages of use. The empirical context is online health information services. Data collection on a student population occurred during two time periods approximately five weeks apart. The results show that PU and trust are important at both the initial and latter stages in the consumer acceptance of online health services. Consumers’ actual usage experiences modify perceptions of usefulness and influence the confirmation of their initial expectations. These results have implications for our understanding of the dynamic nature of trust and PU as well as their roles in the long-term sustainability of e-services.     

Is that authentic or artificial? Understanding consumer perceptions of risk in e‐service encounters

Abstract. As companies race to digitize physical-based service processes repackaging them as online e-services, it becomes increasingly important to understand how consumers perceive the digitized e-service alternative. We theorize that consumers often perceive e-services as being artificial and non-authentic, and that consumers must perform this assessment when deciding whether new e-services are viable alternatives to traditional service methods. This research investigates whether consumer perceptions of artificiality increase perceptions of e-service risk, which has been shown to hamper consumer acceptance in a variety of online settings. An empirical study operationalized perceived artificiality (PA) within a controlled laboratory experiment that manipulated the risk of a specific e-service class (e-payments). For a specific e-service brand, PA is reduced when the web interface is viewed as easy to use; alternatively, PA is increased when consumers have relatively high risk perceptions about the overall e-service class. Furthermore, consumers who were rated as information technology innovators had lower overall artificiality perceptions, however, exposure to negatively framed e-service efficacy information removed this artificiality reducing effect. The theoretical linkages between PA and perceived risk, and the two antecedents – ease of use and e-service class risk – were confirmed by survey results. The implications of these results for future research as well as the design and marketing of e-services are examined.     

Perceived risk and trust associated with purchasing at electronic marketplaces

Understanding consumer behaviour is of vital importance to consumer-oriented e-business models today. In this paper, we study the relationships between consumer perceptions of risk and trust and the attitude towards purchasing at a consumer-to-consumer electronic marketplace (EM). Typical for EM settings is that consumer behaviour is subject to perceptions of the selling party as well as of the institutional structures of the intermediary that is operating the EM. Building upon the well-established literature of trust, we consider the concepts of intermediary trust and seller trust. We extend this categorisation by introducing the concepts of intermediary risk and seller risk. We developed measurement instruments for intermediary risk and seller risk. All measurement scales have acceptable alphas and are unidimensional. An empirical study is conducted to explore the relationships between the risk and trust types and consumer purchase attitude. The results reveal significant, direct effects of seller trust and seller risk. Second-order effects of intermediary trust and intermediary risk are investigated and reported. The paper concludes with general observations and recommendations for research and practice.     

A meta-analysis of e-learning technology acceptance: The role of user types and e-learning technology types

Existing literature in the field of e-learning technology acceptance reflects a significant number of independent studies that primarily investigate the causal relationships proposed by technology acceptance theory, such as the technology acceptance model (TAM). To synthesize the existing knowledge in the field of e-learning technology acceptance, we have conducted a systematic literature review of 42 independent papers, mostly published in major journals. Furthermore, in order to view the research context by combining and analyzing the quantitative results of the reviewed research studies, a meta-analysis of the causal effect sizes between common TAM-related relationships was conducted. The main findings of this study, which is the first of its kind, are: (1) TAM is the most-used acceptance theory in e-learning acceptance research, and (2) the size of the causal effects between individual TAM-related factors depends on the type of user and the type of e-learning technology. The results of the meta-analysis demonstrated a moderating effect for user-related factors and technology-related factors for several evaluated causal paths. We have gathered proof that the perceived ease of use and the perceived usefulness tend to be the factors that can influence the attitudes of users toward using an e-learning technology in equal measure for different user types and types of e-learning technology settings.     

Understanding the effects of trust and risk on individual behavior toward social media platforms: A meta-analysis of the empirical evidence

Trust and risk have been theorized and empirically approved as the most influential factors affecting individual behavior toward social media platforms (SMPs). However, the evidence is scattered and the understanding of the effects is ambiguous. To address this problem, a rigorous and quantitative meta-analysis was conducted to investigate the empirical evidence of 43 studies in information systems research between 2006 and 2014. The findings suggested that trust and risk both had significant effects on individual behavior toward SMPs but that trust had a stronger effect. Moderating effects of trust objects (community members vs. platforms) and platform types (virtual communities vs. social networking sites) were found. Surprisingly, culture was found to exert no moderating effect. This paper contributes more generalized knowledge to social media research literature to the theory with regard to the influence of trust and risk on individual behavior toward SMPs. The knowledge serves as the foundation for future research efforts in social media. Implications for practice are discussed.     

M‐payment service: Interplay of perceived risk,benefit, and trust in service adoption

This study aimed to examine the effects of perceived risk, perceived benefits, and trust on consumers’ intention to use mobile payment, or m‐payment. In addition, different effects of some demographic factors (e.g., income, age, education) on m‐payment usage were examined. The sample of 457 respondents was used to analyze the causal relationships between the variables and the mean differences of demographic factors in consumer intention to use m‐payment. The results supported the negative relationship between perceived risk, trust, and consumer intention to use m‐payment. A positive relationship between perceived benefits and trust was found. This study revealed that trust mediated consumer intention to use m‐payment. In individual differences of m‐payment adoption, education influenced the relationship between perceived risk and intention to use m‐payments as well as the relationship between trust and intention to use m‐payment. This study provided insights into consumer differences regarding m‐payment adoption and the mediating role of trust between perceived benefits, perceived risk, and intention to use m‐payment.     

The causal relationship between risk and trust in the online marketplace: A bidirectional perspective

Trust and perceived risk have been identified as the two primary factors affecting engagement in online transactions. However, earlier studies have conceptualized the directionality of the causal link between these two factors differently. Some researchers have conceptualized trust as an antecedent to risk, while others see it as a consequence. To resolve this issue, we develop a bidirectional model in which trust and perceived risk mutually influence each other. We then test the ability of the bidirectional model to provide a more realistic explanation of buyers' decision-making than previously offered unidirectional models. In a sample of 747 experienced buyers in the online marketplace, we find a reciprocal and nearly equal effect of trust and perceived risk. The results of the study reveal that the direct effect of trust on transaction intention is highly significant, whereas that of perceived risk is insignificant. Based on these empirical findings, we discuss the implications of our research, including the appropriateness of our research question and several paradoxes identified in prior studies.     

Consumers rule: How consumer reviews influence perceived trustworthiness of online stores

Two studies examined the impact of online store reviews on consumer trust in online stores. Based on the warranting principle, it was proposed that consumer reviews are a more important cue for judging the trustworthiness of an online store than the overall reputation of the store (Experiment 1) or assurance seals (Experiment 2). The role of dispositional trust was also examined. In both experiments, consumer reviews turned out as the strongest predictor of trustworthiness judgments. Store reputation had no significant effect. In Experiment 1, there was a main effect of dispositional trust on perceived trustworthiness. In Experiment 2, dispositional trust moderated the effects of reviews and assurance seals. High trusters were more influenced by the reviews of other consumers; and only high trusters tended to be influenced by assurance seals. The results show that consumer reviews play an important role in consumer decision making, indicating that online consumer communities indeed empower consumers.     

Investigating the Importance of Trust on Adopting an Autonomous Vehicle

The objective of this study is to examine the user’s adoption aspects of autonomous vehicle, as well as to investigate what factors drive people to trust an autonomous vehicle. A model explaining the impact of different factors on autonomous vehicles’ intention is developed based on the technology acceptance model and trust theory. A survey of 552 drivers was conducted and the results were analyzed using partial least squares. The results demonstrated that perceived usefulness and trust are major important determinants of intention to use autonomous vehicles. The results also show that three constructs—system transparency, technical competence, and situation management—have a positive effect on trust. The study identified that trust has a negative effect on perceived risk. Among the driving-related personality traits, locus of control has significant effects on behavioral intention, whereas sensation seeking did not. This study investigated that the developed model explains the factors that influence the acceptance of autonomous vehicle. The results of this study provide evidence on the importance of trust in the user’s acceptance of an autonomous vehicle.     

Predicting user response to sponsored advertising on social media via the technology acceptance model

Sponsored advertising has generated strong advertising revenues for Facebook in recent years. As sponsored ads are built on an interactive platform that could be seen as invasive to user privacy, the growth of this advertising platform has important implications for consumers, and advertisers alike. As little research is available on consumer response to sponsored advertising as an interactive technology innovation, the current study assesses the effects of user perceptions of privacy risk, intrusiveness concerns and utilities of sponsored advertising on consumer attitudes and purchase intent. Testing a model derived form the technology acceptance model (TAM), the study found that privacy and intrusiveness concerns are both valid antecedent variables to perceived usefulness but not perceived ease of use of sponsored advertising. While both antecedent variables also influence consumer attitudes toward sponsored advertising, only privacy concerns have an impact product purchase intentions. The hypothesized relations between perceived usefulness, ease of use, attitudes and purchase intentions were also validated.     

Exploring the role of espoused values on e-service adoption: A comparative analysis of the US and Nigerian users

Technology adoption in developing and developed countries needs to be studied and contrasted in order to identify similar and unique factors which impact adoptions. Information technology acceptance and the influence of espoused values (EV) have been investigated in developed countries but such studies are rare for developing countries. The present study surveyed 201 Nigerians and 188 Americans using constructs based on accepted theories, with the aim of comparing the influence of national culture on the acceptance of e-services in each country. The combined data indicate that user satisfaction with e-services is affected by perceived usefulness and information/system quality (with R² = 0.64). User satisfaction, in turn, affects users’ behavioral intention to continue to use e-services (R² = 0.50). EVs moderate the effect of perceived usefulness and information/system quality on satisfaction. In general, the moderating effects of EVs are more pronounced for Nigerian respondents than for US respondents, due to national cultural differences.     

Explaining physicians’ acceptance of EHCR systems: An extension of TAM with trust and risk factors

This paper explains physicians’ acceptance, in terms of usage intentions, of a central component of health information technology: electronic health care records (EHCR systems). For this purpose, the original version of the Technology Acceptance Model (TAM), which included perceived usefulness, perceived ease of use, attitude towards usage, and usage intentions, is extended with trust and risk-related factors such as physicians’ perceptions of institutional trust, perceived risk, and information integrity. The results stress the special importance of attitudinal factors (attitude towards usage and perceived institutional trust) and cognitive instrumental processes (mainly, usefulness perceptions) in determining physicians’ intention to use EHCR systems. Perceptions of institutional trust exerted strong direct effects on physicians’ perceived usefulness, perceived ease of use, and attitude towards the use of EHCR systems. In addition, trust fully mediated the influences of perceived risk and information integrity perceptions on physicians’ acceptance of EHCR systems.     

Evaluating Initial Public Acceptance of Highly and Fully Autonomous Vehicles

ABSTRACT

The autonomous vehicle (AV) is expected to dramatically increase road safety. Understanding the public’s initial perceptions and acceptance of AV is imperative because these aspects are likely to determine the future evolution of AVs. This study focuses on public perceptions and acceptance of the two highest levels of vehicle automation – highly autonomous vehicle (HAV) and fully autonomous vehicle (FAV). We drew from the conversation on trust and developed a psychological model to explain three acceptance measures, namely, general acceptance, behavioral intention to use, and willingness to pay (WTP). Using a between-subject survey (N = 742), we determined that the respondents held a stronger belief of benefits from FAV than from HAV. Trust in AV retained a direct effect as well as an indirect effect (mainly through perceived benefit) on the three acceptance measures. In comparison with perceived risk, perceived benefit exerted a higher direct effect on AV acceptance and a higher mediating effect on the trust–acceptance relationship. A prediction analysis further demonstrated that the model exhibited acceptable predictive capability for public acceptance. We drew certain implications for increasing AV acceptance.     

Consumers’ perceived risk: sources versus consequences

In this study, we examine an important factor that affects consumers’ acceptance of business-to-commerce (B2C) electronic commerce—perceived risk. The objective of this paper is to examine the definition of perceived risk in the context of B2C electronic commerce. The paper highlights the importance of perceived risk and the interwoven relation between perceived risk and trust. It discusses the problem of defining perceived risk in prior B2C research. This study proposes a new classification of consumers’ perceived risk based on sources. It highlights the importance of identifying the sources of consumer’s risk perceptions in addition to the consequences dimensions. Two focus group discussion sessions were conducted to verify the proposed classification. Results indicate that Internet consumers perceive three sources of risk in B2C electronic commerce: technology, vendor, and product.     

Is the influence of privacy and security on online trust the same for all type of consumers?

This article analyzes the relationships among online trust and two of its most important antecedents, namely privacy and security, and explains how consumers’ characteristics (gender, age, education and extraversion), moderate the influence of both privacy and security in online trust. This study expands previous literature by identifying the conditions under which perceived privacy and security are likely to have the greatest positive effects on consumer trust in the online retailer. Based on data from 398 online consumers, the results revealed that the influence of both privacy and security on online trust was stronger for male, younger, more educated, and less extraverted consumers. Implications for theory and management are discussed.     

Towards an understanding of the consumer acceptance of mobile wallet

This study seeks to validate a comprehensive model of consumer acceptance in the context of mobile payment. It uses the unified theory of acceptance and use of technology (UTAUT) model with constructs of security, trust, social influence, and self-efficacy. Structural equation modeling is used to construct a predictive model of attitudes toward the mobile wallet. Individuals’ responses to questions about attitude and intention to adopt/use a mobile wallet were collected and analyzed with various factors modified from UTAUT. While the model confirms the classical role of technology acceptance factors (i.e., perceived usefulness and ease of use are key antecedents to users’ attitude), the results also show that users’ attitudes and intentions are influenced by perceived security and trust. In the extended model, the moderating effects of demographics on the relations among the variables were found to be significant. The proposed model brings together extant research on mobile payment and provides an important cluster of antecedents to eventual technology acceptance via constructs of behavioral intention to use and actual system usage.     

Effects of consumer characteristics on their acceptance of online shopping: Comparisons among different product types

Previous electronic commerce (EC) studies have found that consumer characteristics are important when considering issues related to the acceptance of online shopping. However, most studies have focused on a single product or similar products. The effects of different product types have been relatively neglected. Previous studies have limited the generalizability of their results to a few products at best. To overcome this limitation, the purpose of this study was to explore the effects of different product types. The Internet product and service classification grid proposed by Peterson, Balasubramanian and Bronnenberg (Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. (1997). Exploring the implications of the Internet for consumer marketing. Journal of Academy of Marketing Science, 25(4), 329–346) was employed to examine the effects of consumer characteristic differences on online shopping acceptance in the context of different products and services. A survey-based approach was employed to investigate the research questions. Regression analysis demonstrated that the determinants of online shopping acceptance differ among product or service types. Additionally, personal innovativeness of information technology (PIIT), perceived Web security, personal privacy concerns, and product involvement can influence consumer acceptance of online shopping, but their influence varies according to product types.     

Trust transfer in the continued usage of public e-services

We investigate how public administrations can influence citizens’ continued usage of public e-services and focus on the role of different trust elements. We review prior literature and derive a model of trust transfer and continued usage. Our results show that trust in the public e-service mediates the influence of both trust in the public administration and trust in the Internet on continuance intentions. Trust was influenced by e-service quality and recommendations from public administrations and interpersonal sources. The relationship between interpersonal recommendations and trust in the e-service was non-significant; we found a strong moderating influence of time consciousness.     

An analysis of the relationship between quality and user acceptance in smartphone apps

This study investigates consumer intentions within the smartphone app environment. More specifically, it studies the factors influencing the intention to use banking apps based on the smartphone by employing the information system success model and a revised technology acceptance model. The study examines how quality factors and attitudes toward mobile apps-based banking influence the intention to use banking apps, and whether trust influences the relationship between quality factors and intention to use. In it, we collect data from 520 users and estimate the structural model. The results indicate that attitudes to mobile apps-based banking, as well as information and service quality, affect consumers’ intention to use banking apps. We further confirm that three particular quality factors, moderated by trust, affect the intention to use these apps. This study helps to explain consumers’ mobile apps-based banking behaviours, by combining the information system success model with a technology acceptance model.     

Perceived quality factors of location-based apps on trust,perceived privacy risk,and continuous usage intention

Numerous location-based services (LBS) studies have suggested that the risk of disclosing personal privacy hinders consumers from adopting LBS, whereas scant attention has focused on clarifying how to mitigate the perceived privacy risk of using LBS. This quantitative study focuses on the effects of consumer quality perceptions (i.e. information quality, system quality, and service quality) on their trust in LBS, which consequently affects perceived privacy risk and continued usage intention towards LBS. Research data were collected through a market survey website; 1399 valid questionnaires were collected. Structural equation modelling analysis was applied to the data. The results revealed that information quality, system quality, and service quality were positively related to perceived trust. Perceived trust also correlated negatively with perceived privacy risk, but positively with continued usage intention. A managerial implication drawn from the findings is that LBS providers should develop more useful user interfaces or provide timely, personalised services to reduce perceived privacy risk and strengthen LBS continued usage intention.