“…If customers believe that service providers will treat them well (i.e., benevolence), their perceived risk and uncertainty will be reduced (Auh, 2005;Cho, 2006;Gao, Sirgy, and Bird, 2005;Selnes, 1998). Increasing customer's confidence not only can reduce customer's uncertainty in decision-making but also can increase customer's purchase intention (Flanagan et al, 2005;Yen and Gwinner, 2003), which shows that the role to increase confidence and reduce uncertainty in decision-making is played by none other than the trust (Garbarino and Johnson, 1999;Johnson and Grayson, 2005;Morgan and Hunt, 1994). In addition of benevolence, the trust in professional capability also can reduce the uncertainty (Crosby.…”