How online trust evolves over time: The role of social perception

Abstract

Using customer service scenarios in an online retail context, the current study examines how cognitive and affective trust develop over time and how service failure negatively impacts trust, along with the trust restoration opportunities provided by recovery. Study 1 findings reveal that the relationship between Web site social perception and affective trust is stronger for repeat visitors than for first-time visitors. Study 2 findings indicate that failure timing and recovery duration play important roles in service failure situations. Overall, the results demonstrate that consumer cognitive and affective trust develop through the number of interactions with a retail Web site over time and that increased Web site social perceptions facilitate the trust-building process.

When do you trust AI? The effect of number presentation detail on consumer trust and acceptance of AI recommendations

“…Cognitive trust relates more to the perception of the ability (e.g., skills, knowledge, and competencies), reliability, and integrity of the trustee, whereas the affective dimension involves the perceived benevolence and disposition to do good of the trustee (Johnson & Grayson, 2005; Mayer et al, 1995). Cognition related to available information and valid logic is the foundation of trust (Ye et al, 2020). Integrating these streams of research, given that crucial elements of trust are reliability and ability, we propose that the preciseness of AI‐generated information will greatly strengthen trust toward the AI's recommendations, thus deriving in more favorable consumer responses toward the AI company.…”

Consumer Trust in Food and the Food System: A Critical Review

“…As consumers become more disconnected from food supply chain operators, especially those from the upstream producers, processors, and manufactures, they increasingly rely on retailers to ensure food safety and quality. Both traditional and online retailers build trust through developing ongoing consumer-retailer relationships, ensuring all economic transactions are secure, and fostering positive consumer feedback [106][107][108][109]. Traditional retailers with a physical presence, such as supermarkets, grocery stores, butch-ers, and farmers' markets, build trust through direct consumer-retailer relationships and food networks [3].…”

“…Another study of 420 mobile shopping app users in India showed that online trust can be highly influenced by the visual attractiveness of the mobile shopping app [114]. Innovative website features have also been shown to build trust towards online shopping sites and increase consumers' repurchasing intentions [109]. In particular, e-retailer sites with added human and social elements strengthened trust through providing consumers with an indirect sense of personalness and warmth [115][116][117].…”

Scrutinizing the efficacy of branded apps quality to counter counterfeiting and restore trust in M-Commerce

“…Trust is a subjective belief about someone (trustee) regarding the ability to fulfill an obligation made to the holder of the subjective belief (trustor) (Ye et al 2020). Usually, the trustor carries more uncertainty and a higher risk of loss of control.…”

“…Trust plays a key role in customers' online purchase decisions, and a lack of trust makes consumers reluctant to shop online (Ye et al 2020). The best way to encourage the adoption of m-shopping is to increase the level of trust and lower the perception of risk (Manchanda and Deb 2021) in the consumers' minds.…”