2010
DOI: 10.1089/cyber.2009.0188
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Impact of Signals and Experience on Trust and Trusting Behavior

Abstract: Trust is an essential factor that drives virtual interaction and transactions on the Internet. Researchers have investigated the trust development process, and identified several important factors that form the basis for trust. This research combines the signal perspective and trust theory to examine the impact of market signals and past experience on trust formation and trusting behavior. Three market signals, including brand image, Web-site investment, and privacy policies, are identified and empirically tes… Show more

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Cited by 52 publications
(39 citation statements)
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References 40 publications
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“…The results show that experience will affect higher levels of trust and wish to continue payment transactions with confidence. Other findings are Chen, et al (2010), who stated past experiences played two important roles in developing trust. One is the experience of the past is the basis for decision making for customers who tend to refer to past experiences to predict outcomes.…”
Section: Discussionmentioning
confidence: 92%
“…The results show that experience will affect higher levels of trust and wish to continue payment transactions with confidence. Other findings are Chen, et al (2010), who stated past experiences played two important roles in developing trust. One is the experience of the past is the basis for decision making for customers who tend to refer to past experiences to predict outcomes.…”
Section: Discussionmentioning
confidence: 92%
“…Chen et al (2010) used brand image, privacy policies, past experiences, and web site investment as means to increase consumer trust. Wells, Valacich, and Hess (2011) studied web site quality signs based on the web site's security, download delay, navigability and visual appeal.…”
Section: Online Trust Cuesmentioning
confidence: 99%
“…Lin [11] regarded stickiness intention as the willingness to revisit a website and spend an extended period on that website. In other words, stickiness intention is the level of attachment to a preferred website [39] or a positive attitude toward the content, functions, products, and services featured on a website [13].…”
Section: Commitment-trust Theorymentioning
confidence: 99%