The paper mainly studies the influences of
trust transfer on the establishment of consumers’ initial trust. Based on the
theory of signal transmission and self-efficiency, the study builds a trust
transfer model aiming at the same subject between different environments. The
results shows that when the consumers’ perceived change of environment is
little, prior successful experiences will improve the consumers’ perceptions of
self-ability, which probably lowers the effect of bank’s role on the
establishment of initial trust. Therefore, banks should cultivate consumers’
perceptions of their relative advantages in the original environment and thus
improve the consumers’ dependency in the new environment to avoid the loss of
consumers and build a long-term relationship.
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[3]
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http://dx.doi.org/10.1145/1007965.1007970
[4]
D. H. Mcknight, L. L. Cummings and N. L. Chervany, “Initial Trust Formation in New Organization Relationships,” Academy of Management Review, Vol. 23, 1998, pp. 473-490.
[5]
D. H. Mcknight, V. Choudhury and C. Kacmar, “Developing and Validating Trust Measure for e-Commerce: An Integrative Typology,” Information System Research, Vol. 13, 2002, pp. 297-323.
http://dx.doi.org/10.1287/isre.13.3.334.81
[6]
D. H. Mcknight, V. Choudhury and C. Kacmar, “The Impact of Initial Consumer Trust in Intentions to Transact with a Web Site: A Trust Building Model,” Journal of Strategic Information Systems, Vol. 1, 2002, pp. 473-490.
[7]
M. Koufaris and W. Hampton-Sosa, “The Development of Initial Trust in an Online Company by New Customers,” Information and Management, Vol. 41, 2004, pp. 377-397.
[8]
S. Laforet and X. Y. Li, “Consumers’ Attitudes towards Online and Mobile Banking in China,” International Journal of Bank Marketing, Vol. 23, No. 5, 2005, pp. 362- 380.
[9]
J. P. Peter and J. C. Olson, “Consumer Behavior,” Irwin, Chicago, 2001.
[10]
K. C. Lee, Inwonkang and D. H. Mcknight, “Transfer from Offline Trust to Key Online Perceptions: An Empirical Study,” IEEE Translation Journal on Magnetics in Japan, Vol. 54, No. 4, 2007.
[11]
K. J. Stewart, “Trust Transfer on the World Wide Web, Organization Science,” 2003 Informas, Vol. 14, No. 1, 2003, pp. 5-17.
[12]
Q. Yang, L. H. Huang and Y. J. Xu, “Role of Trust Trans- fer in E-Commerce Acceptance,” Tsinghua Sceience and Technology, Vol. 13, 2008.
[13]
D. Gefen and D. W. Straub, “Consumer Trust in B2C e-Commerce and the Importance of Social Presence: Experiments in e-Products and e-Service,” Omega, Vol. 32, 2004, pp. 407-424.
http://dx.doi.org/10.1016/j.omega.2004.01.006
[14]
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http://dx.doi.org/10.1108/08876040310461273
[15]
K. H. Lim, C. L. Sia, M. K.O. Lee and J. Benbasat, “Do I Trust You Online, and If So, Will I Buy? An Empirical Study of Two Trust-Building Strategies,” Journal of Management Information System, Vol. 23, No. 2, 2006, pp. 233-266.
[16]
K. J. Stewart, “How Hypertext Links Influence Consumer Perceptions to Build and Degrade Trust Online,” Journal of Management Information System, Vol. 23, No. 1, 2006, pp. 183-210.
[17]
N. J. Black, A. Lockett, H. Winklhofer and C. Ennew, “The Adoption of Internet Financial Services: A Qualitative Study,” International Journal of Retail & Distribution Management, Vol. 29, No. 8, 2001, pp. 390-398.
http://dx.doi.org/10.1108/09590550110397033
[18]
H.-H. Kuan and G.-W. Bock, “Trust Transference in Brick and Click Retailers: An Investigation of the Before- On-line-Visit Phase,” Information & Management, Vol. 44, 2007, pp. 175-187.
http://dx.doi.org/10.1016/j.im.2006.12.002
[19]
D. Gefen, E. Karahanna and D. W. Steaub, “Trust and TAM in On-line Shopping: An Integrated Model,” MIS Quarterly, Vol. 27, 2003, pp. 51-91.
[20]
D. Gefen, “E-Commerce: The Role of Familiarity and Trust,” Omega, Vol. 28, 2000, pp. 725-737.
[21]
V. N. Polatoglu and S. Ekin, “An Empirical Investigation of the Turkish Consumers’ Acceptance of Internet Banking.”
