2.1 Introduction. Tetsuro Kobayashi and Hitoshi Okada

Transcription

1 Chaptr 2 Th Effcts of Similaritis to Prvious Buyrs on Trust and Intntion to Buy from E-Commrc Stors: An Exprimntal Study Basd on th SVS Modl Ttsuro Kobayashi and Hitoshi Okada 2.1 Introduction Th sprad of businss-to-customr -commrc in rcnt yars has ld to a growing body of studis on th rol of trust in Intrnt shopping (Fogg and Tsng 1999; Fogg t al. 2001; McKnight 2001; McKnight and Chrvany 2002; McKnight t al. 2002; Gfn t al. 2003a, b; Salam t al. 2005). Trust concrns popl s prcption of a wbsit s trustworthinss in th fac of social uncrtaintis that rmain dspit institutional and tchnological protctiv structurs. Although institutional and tchnological advancmnts continu to scur structural assuranc (McKnight and Chrvany 2002; McKnight t al. 2002; Gfn t al. 2003b), systm trust (Grabnr-Kräutr and Kaluscha 2003), and calculativ-basd blifs (Gfn t al. 2003b), lack of trust is still a strong inhibiting factor to th sprad of -commrc (Wang t al. 1998; Hoffman t al. 1999; Jarvnpaa t al. 1999; Gfn and Straub 2004). Thrfor, along with th sophistication of th dfinition of trust in -commrc (McKnight and Chrvany 2002; Mayr t al. 1995; McKnight t al. 1998), many studis hav invstigatd th qustion of how to build customr trust undr th uncrtain conditions of onlin financial transactions (Grabnr-Kräutr and Kaluscha 2003; Corbitt t al. 2003; Koufaris and Hampton- Sosa 2004; Lim t al. 2006). Thr ar svral rsarch approachs to invstigating th trust-building mthodologis in an -commrc nvironmnt. First, svral studis hav focusd on th sophistication of contnts and intrfacs of -commrc wbsits. For xampl, Fogg and collagus hav xamind th ffctivnss of information in aiding judgmnts of a wbsit s trustworthinss whn potntial customrs brows wbsits (Fogg and Tsng 1999; Fogg t al. 2001, 2003; Fogg 2002). Similarly, othr studis hav applid th tchnology accptanc modl (TAM) (Davis 1986, T. Kobayashi (*) H. Okada National Institut of Informatics, Hitotsubashi, Chiyoda-ku, Tokyo, Japan -mail: k-ttsu@nii.ac.jp; okada@nii.ac.jp S. Usugi (d.), IT Enabld Srvics, DOI / _2, # Springr-Vrlag Win

2 20 T. Kobayashi and H. Okada 1989), which focuss on th prcivd as of us and usfulnss of wbsits (Gfn t al. 2003a, b; Pavlou 2003). Ths approachs hav invstigatd how to transcnd th signals of trustworthinss of th wbsits by incrasing th sophistication of th intrfac and nriching th contnts of -commrc wbsits. On th othr hand, in addition to information on th wbsit, thr ar studis that valuat th ffctivnss of information and rputation that xist outsid th focal -commrc wbsit in building trust among potntial buyrs (Lim t al. 2006; Lowry t al. 2008). Although it is obvious that both approachs ar ncssary to undrstand how to build trust among potntial buyrs, mpirical rsarch on th lattr is scarc in comparison with that on th formr. Thrfor, this study shds light on th ffctivnss of xtrnal information from a diffrnt prspctiv from thos of prvious studis. Extrnal information is dfind as th information that is not prsnt on th focal -commrc wbsit but can b usful in judging th trustworthinss of th stor. In this study, w first discuss th limitations of trust-building approachs basd on traditional social psychology that focuss only on th intrnal componnts of wbsits (hncforth rfrrd to as traditional social psychological approachs ). Thn w prsnt mpirical vidnc that xtrnal information on salint valu similaritis (SVSs) with prvious buyrs is a critical factor in building trust in -commrc stors among potntial buyrs. Through xprimntal manipulation of SVSs, w draw valid and rigorous infrncs about causal rlationships that ar not availabl from corrlational studis basd on qustionnair survys. 2.2 Thortical Dvlopmnt Limitations of Traditional Social Psychological Approachs Prvious studis hav dmonstratd th divrs and complx natur of trust in th contxt of -commrc (McKnight and Chrvany 2002; McKnight t al. 2002; Dony and Cannon 1997; Corritor t al. 2003). In fact, thr is no clar consnsus on th dfinition of trust so far (K and Knox 1970; Driscoll 1978; Cook and Wall 1980; Scott 1980). As McKnight t al. (1998) not, th word trust is so confusing (Shapiro 1987) and broad (Williamson 1993) that it almost dfis carful dfinition (Gambtta 1988). In particular, bcaus -commrc studis ar intrdisciplinary, thr ar diffrnt sntncs in th grammar of trust (McKnight and Chrvany 2002), which lads to th difficulty in achiving consnsus. Dspit this difficulty, howvr, rcnt studis hav trid to build consnsus on th dfinition of Mayr t al. (1995). Mayr t al. (1995) dfind trust as th willingnss of a party to b vulnrabl to th actions of anothr party basd on th xpctation that th othr will prform a particular action important to th trustor, irrspctiv of th ability to monitor or control th othr party. Basd on this dfinition, Mayr t al. (1995) concptualizd prcivd comptnc (i.. ability), bnvolnc, and intgrity as

3 2 Th Effcts of Similaritis to Prvious Buyrs on Trust and Intntion to Fig. 2.1 Traditional social psychological modl Prcivd comptnc Prcivd bnvolnc Trust in -commrc stor Prcivd intgrity th antcdnts of trust (Fig. 2.1). Comptnc rfrs to skills, abilitis, and charactristics that nabl a party to hav influnc within a spcific domain. Bnvolnc is th xtnt to which a trust is blivd to want to do good to th trustor, asid from an gocntric profit motiv. Intgrity is dfind as th trustor s prcption that th trust adhrs to a st of principls that th trustor finds accptabl. According to th dfinition of trust by Mayr t al. (1995), potntial buyrs valuat information on th comptnc, bnvolnc, and intgrity of -commrc wbsits rspctivly and finally judg whthr thy trust th wbsit. In fact, many prvious studis on trust in -commrc hav concptualizd modls consistnt with Mayr t al. (1995). For xampl, using larg-scal social survys, Fogg t al. (2001) idntifid 300 intrnal componnts that mak wbsits crdibl (s also Fogg (Davis 1986)). Ths componnts wr rducd to 51 itms classifid undr svn diffrnt subscals: ral-world fl, as of us, xprtis, trustworthinss, tailoring, commrcial implications, and amaturism. It should b notd that all ths concrn prcptions of sit componnts. 1 Likwis, studis by Gfn t al. ( 2003a, 2003b); Salam t al. (2005), which mploy th TAM (Davis 1986, 1989) to stimat trust basd on a wbsit s prcivd as of us and usfulnss, also concrn th intrnal componnts of a wbsit. Consistnt with th modl of Mayr t al. (1995), ths studis all indicat that it is important for -commrc stors to communicat thir trustworthinss accuratly through th wbsit s dsign, as of us, and xprtis, to gain customrs trust in -commrc. Originally, th approach that focuss on prcivd ability, bnvolnc, and intgrity was drivd from findings on prsuasiv communication in social psychology. Hovland and Wiss (1951) classic xprimnt showd that thr is a high lvl of trust in a mssag if th crdibility of its sourc is high. Th componnts of crdibility ar (1) a prcption that th sourc has xprt knowldg, xprinc or qualifications, and (2) th prcption that th sourc is an honst prson with a bnvolnt intnt to convy a mssag fairly (Hovland t al. 1953; McGinnis and Ward 1980). That is, if th rcivr asily prcivs comptnc, bnvolnc, and intgrity, h or sh will trust th sndr. 1 To b xact, th trustworthinss scal indirctly considrs th ffcts of xtrnal information, such as th prsnc or absnc of links to xtrnal sits. Howvr, bcaus ths links ar prsntd on th wbsit, it is appropriat to count thm as intrnal componnts.

4 22 T. Kobayashi and H. Okada Howvr, thr is an important prsupposition to th traditional social psychological modl. That is, it is assumd that th rcivr of a mssag can obtain sufficint and accurat information to valuat th comptnc, bnvolnc, and intgrity of th sndr. If th rcivr was unabl to obtain this information, or th information was not crdibl vn if obtaind, s/h would b unabl to judg whthr th sndr may b trustd. Th qustion is whthr th intrnal componnts of a wbsit, such as thos prsntd by Fogg t al. (2001), ar sufficint to allow a buyr to valuat a sllr s trustworthinss. Compard with brick-and-mortar stors, transactions at onlin stors gnrally involv gratr social uncrtaintis bcaus buyrs ar unabl to confirm dirctly th quality of a product or ngag in fac-to-fac communication with th sllr (Richhld and Schftr 2000). Thrfor, it is difficult to gathr th sufficint and crdibl information rgarding th sllr s comptnc, bnvolnc, and intgrity that is normally accssibl at brick-and-mortar stors whr customrs can talk with rtailrs and actually s th products (Kollock 1999; Gfn 2000). Traditional social psychological approachs can b rgardd as attmpts to ovrcom this lack of information through nrichd, sophisticatd wbsit contnt and dsign. Howvr, ths improvmnts may not provid th consumr with sufficint signals concrning comptnc and bnvolnc/intgrity. Th rason is that, at last compard with brick-and-mortar stors, th componnts of -commrc stors can b much mor asily imitatd and rproducd, as has bn vidnt in rampant onlin phishing. Evn if trust-building componnts ar idntifid, ths alon cannot b rlid upon as stabl signals of a wbsit s trustworthinss in th long trm bcaus thy ar asily imitatd and rproducd. This indicats that w nd to b carful in applying th dfinition of trust by Mayr t al. (1995) bcaus, as ths authors notd, this modl is focusd on trust in an organizational rlationship, and its propositions may not gnraliz to rlationships in othr contxts. Mayr t al. (1995) focusd on th rlationships in organizations such as btwn mployrs and mploys and btwn suprvisors and thir subordinats. Thir rlationships ar normally basd on fac-to-fac intractions whr thy can obtain ampl clus about th comptnc, bnvolnc, and intgrity of othrs, which is not ncssarily th cas in -commrc situations. In summary, in -commrc transactions whr uncrtainty causd by information asymmtry is high, trust-building stratgis basd on traditional social psychological approachs may malfunction bcaus intrnal componnts insid th wbsit that can b asily forgd or imitatd at lowr cost cannot fully transmit ffctiv and costly signals. In this situation, nrichmnt and sophistication of intrnal componnts of th wbsit do not ncssarily guarant gratr consumr trust. In othr words, having th appropriat intrnal componnts is a ncssary but not sufficint condition for gaining a customr s trust. This suggsts that w nd to look byond a wbsit s intrnal componnts to undrstand customr trust building in -commrc.

5 2 Th Effcts of Similaritis to Prvious Buyrs on Trust and Intntion to Effctivnss of Extrnal Information Considring th limitations of traditional social psychological approachs, w nxt xamin how xtrnal information may b usd by potntial buyrs to valuat a sllr s comptnc, bnvolnc, and intgrity. For xampl, mploying a largscal social survy, Fogg t al. (2003) rfind componnt approachs and idntifid nam rcognition and rputation as on of 18 catgoris of information clus for rspondnts. Trust in a wbsit incrass if th sit oprator s nam is wll known in th ral world, and this ffct is spcially apparnt in -commrc stors. In fact, Fogg t al. (2003) rcognizd that it is impossibl to control rputation and othr such xtrnal information solly through nrichmnt and sophistication of th intrnal componnts of a wbsit and calld for mor rsarch on th ffct of xtrnal information on trust. Noting th importanc of xtrnal information, som prvious studis hav invstigatd th ffct of third party crtificats, consumr fdback, and advrtising rputation. Howvr, ths studis hav mainly focusd on th trust-building ffcts of such information whn it is prsntd on th wbsit. For xampl, Chskin Rsarch (1999, 2000) valuatd th ffctivnss of TRUST sals in trust building (s also McKnight and Chrvany (2001)). Similar approachs hav bn applid to BBB onlin (Chskin Rsarch and Studio Archtyp/Sapint 1999; Chskin Rsarch 2000; McKnight and Chrvany 2001), WbTrust (McKnight and Chrvany 2001; Kovr t al. 2000a, b), and VriSign (Chskin Rsarch and Studio Archtyp/Sapint 1999; Chskin Rsarch 2000; McKnight and Chrvany 2001). Othr studis hav invstigatd th ffct of advrtising rputation (Chskin Rsarch and Studio Archtyp/Sapint 1999; Chskin Rsarch 2000; McKnight and Chrvany 2001; Jarvnpaa t al. 2000), customr fdback (Lim t al. 2006, 2001), and portal affiliation (Lim t al. 2006). Although ths prvious studis concrn th ffctivnss of th crdibility of third partis or customr fdback rathr than slf-rport by th -commrc stor, thy ar still similar to th traditional social psychological modl in that thy focus on third party crtification or customr fdback prsntd on th -commrc wbsit. Although ths studis ar important in undrstanding how wbsit dsign and information prsntation affct trust building, it must b notd that potntial buyrs do not judg th trustworthinss of an -commrc sit only from th information prsntd on it. Whn popl mak purchass via th Intrnt, thy can collct xtrnal information on -commrc stors through any numbr of sarch ngins, word of mouth sits, bulltin boards, and blogs. To build trust in -commrc, it should b important to mploy ths wid ntworks of rputation and rcommndation information appropriatly. As mntiond abov, it is difficult for potntial buyrs to pntrat th wbsit s disguis with fak crtification sals or forgd customr fdback bcaus of th information asymmtry in th -commrc situation. Whn th intrnal componnts of th wbsit cannot srv as stabl signals of trustworthinss, potntial buyrs may also sarch for information outsid th wbsit to judg its trustworthinss. That is, potntial buyrs not only gathr

6 24 T. Kobayashi and H. Okada clus about comptnc, bnvolnc, and intgrity of th wbsit in a bottom-up way, but it is also usual for thm to judg whthr to trust a wbsit basd on th information outsid it. Howvr, thr ar a surprisingly small numbr of studis that invstigat th ffct of xtrnal information on potntial buyrs trust. This lads to a nd for a clar procss modl to xplain what and how xtrnal information about -commrc stors influncs trust among potntial buyrs. Rathr than th traditional social psychological modl, which assums that information on a wbsit s comptnc and bnvolnc/intgrity ar radily availabl, w must adopt a boundd rationality modl that accounts for th constraints of social uncrtaintis charactristic of -commrc stors. In this study, w mploy th SVS modl to invstigat th trust-building procss in -commrc stors Th SVS Modl of Trust and Its Application to E-Commrc Th SVS modl of trust was originally dvlopd from risk prcption studis. According to Earl and Cvtkovich (1995), popl trust othrs whn thy prciv that thy hav th sam salint valus. For xampl, citizns trust a particular risk managmnt organization if thy fl that th organization s prioritis in approaching and solving a problm (salint valus) ar similar to thir own. Basd on shard salint valus, thy ntrust th organization with dcision-making powr. In contrast to th traditional social psychological modl, th ky fatur of th SVS modl is that it xplains trust in situations with insufficint clus for a prson to valuat th comptnc or bnvolnc/intgrity of anothr prson or an organization. Whn popl cannot dirctly confirm th comptnc or bnvolnc/intgrity of othrs, thy focus on similarity in salint valus. If thy conclud that similarity xists, thy will ntrust ths othrs with dcision making. Th SVS modl is ntirly diffrnt from th traditional social psychological modl in that, rathr than comptnc and bnvolnc/intgrity bing tratd as antcdnts of trust, prcption of SVS incrass trust, lading to incrasd prcption of comptnc and bnvolnc/intgrity. Many mpirical risk managmnt studis hav supportd th SVS modl (Earl and Cvtkovich 1997; Sigrist and Cvtkovich 2000; Sigrist t al. 2001, 2003, 2005; Earl 2004; Poortinga and Pidgon 2006). Furthrmor, dirct comparisons of th SVS and traditional social psychological modls in th ara of risk managmnt hav indicatd that th SVS modl fits th data bttr than th traditional social psychological modl (Cvtkovich and Nakayachi 2007). Th SVS modl of trust can b applid to trust building in -commrc, whr information on comptnc and bnvolnc/intgrity is not asily transmittd. As discussd abov, it can b difficult for usrs to gathr information about th comptnc and bnvolnc/intgrity of an -commrc wbsit whn thy dcid whthr to trust it. Givn ths social uncrtaintis surrounding th trustworthinss

7 2 Th Effcts of Similaritis to Prvious Buyrs on Trust and Intntion to Salint valu similarity with prvious buyrs Trust in -commrc stor Prcivd stor trustworthinss Prcivd bnvolnc Prcivd bnvolnc Prcivd comptnc Fig. 2.2 Salint valu similarity modl of a sit, xtrnal information is important. According to th SVS modl of trust, popl bas thir dcisions on th judgmnts of othrs with whom thy shar salint valus. If w dfin information about th salint valus of prvious buyrs as xtrnal information, it follows that if potntial buyrs prciv that thy shar salint valus with prvious buyrs, thy will trust thm and consquntly thir judgmnt of th trustworthinss of a particular -commrc stor. By dfinition, prvious buyrs hav alrady dcidd to trust an -commrc stor and hav mad a purchas. If a prson s salint valus ar vry similar to thos of a prvious buyr, his or hr trust in, and intntion to buy from, th -commrc stor also incrass. Th SVS-basd trust-building modl w us in this study is illustratd in Fig Basd on this modl, trust in this study is constitutivly dfind as a psychological construct comprisd of prcivd trustworthinss, bnvolnc, intgrity, and comptnc. Basd on th thortical dvlopmnt discussd abov, w hav two hypothss to tst in this study. H1: SVS to prvious buyrs incrass trust in -commrc stors. Trust in -commrc is a complx concpt that cannot b masurd with any singl indicator (McKnight 2001; McKnight and Chrvany 2002; McKnight t al. 2002). In this study, w tak stor trustworthinss, bnvolnc, intgrity, and comptnc as four indicators of trust-rlatd variabls. In addition to manipulating SVS in our xprimnt, w also xamin th ffct of basic attribut similaritis that potntial buyrs may hav with prvious buyrs. Zuckr (1986) argus that similaritis in basic attributs, such as birthplac and rac, can produc mutual trust. It is possibl that this typ of trust-building procss is also at work in an -commrc contxt. In this study, by attributs w man sx and ag group. If similarity lads to gratr trust in -commrc stors, is it limitd to similarity of salint valus, or dos it includ widr similarity of social attributs? W must answr this qustion to clarify th scop of our proposd modl. Thr ar also significant implications for markting if SVS to prvious buyrs is found to hav a substantial ffct on intntion to buy. Although th SVS modl of trust prdicts that SVS incrass trust, it dos not prdict subsqunt bhavior. Evn if SVS to prvious buyrs incrass intntion to buy, with our prsnt knowldg w hav no way of prdicting whthr trust acts as a mdiating factor or if SVS dirctly affcts intntion to buy. Thrfor, w divid our scond hypothsis, that SVS to prvious buyrs incrass intntion to buy, into two compting corollaris: SVS

8 26 T. Kobayashi and H. Okada indirctly incrass intntion to buy with trust as a mdiating factor (H2-1), and SVS dirctly incrass intntion to buy without trust as a mdiating factor (H2-2). H2: SVS to prvious buyrs incrass intntion to buy from -commrc stors. H2-1: SVS to prvious buyrs indirctly incrass intntion to buy from -commrc stors, with trust as a mdiating factor. H2-2: SVS to prvious buyrs dirctly incrass intntion to buy from -commrc stors, without trust as a mdiating factor. 2.3 Mthodology Prsurvy and Slction of Subjcts Th subjcts of this xprimntal survy wr Japans adults who wr rcruitd through goo Rsarch, a wb-basd survy srvic of NTT Rsonant Inc (Tokyo, Japan). 2 W first conductd a prsurvy ovr two priods: January 29th 31st and Fbruary 4th 8th Our prsurvy of 75,000 goo Rsarch rgistrants producd 2,151 valid rsponss, limitd to adults agd from 20 to 39 yars old. This was to nsur a sufficint sprad of ags for attribut dissimilarity, to b discussd blow. Th primary information w gathrd in th prsurvy consistd of (1) past -commrc xprinc, (2) consumr valus rlatd to food product -commrc and thir subjctiv importanc (salint valus), and (3) basic social attributs. W first slctd rspondnts who had mad a past -commrc purchas of at last on of (1) crab or othr safood, (2) mat, (3) sid dishs, (4) ric, or (5) vgtabls or fruit. Th purpos of limiting th survy to rspondnts with food purchas xprinc was to incras th sns of rality in th following xprimntal survy. W nxt usd a four-point bipolar scal to masur tn diffrnt consumr valus rlatd to food product -commrc. W also usd a four point scal ( important, somwhat important, somwhat unimportant, and unimportant ) to masur th subjctiv importanc attachd to ths consumr valus by rspondnts. This information was usd as point of rfrnc in th xprimntal survy whn prsnting SVSs. Spcifically, w adoptd th two itms shown in Tabl 2.1 bcaus thy had comparativly symmtric distributions and high avrag valus for subjctiv importanc. W also slctd rspondnts who rankd ths two itms as important or somwhat important to nsur th succss of th manipulation in th xprimntal survy. Aftr slcting subjcts, w conductd th xprimntal survy using a twofactor btwn-subjcts dsign with random assignmnt. Salint consumr valu and attributs wr ach tstd at thr lvls: similar attributs/valus, dissimilar attributs/valus, or no attributs/valus. For ach of th nin conditions 2 This study was supportd by a Grant-in-Aid for Scintific Rsarch (PI: Hitoshi Okada, # ).

9 2 Th Effcts of Similaritis to Prvious Buyrs on Trust and Intntion to Tabl 2.1 Salint consumr valus usd for salint valu similarity manipulation Salint consumr valu 1 Salint consumr valu 2 A: Slct inxpnsiv and conomical products A: Slct bst products by spnding considrabl tim to nsur full satisfaction Clos to A Somwhat clos to A Prcntag (%) of xprimntal survy subjcts (N ¼ 751) Somwhat clos to B Clos to B B: Slct highquality products vn though thy ar xpnsiv B: Slct satisfactory products without spnding much tim on it (3 3 ¼ 9), w solicitd 180 rspondnts for a total of 1,620 survy subjcts. Th distribution of salint consumr valus was qual in ach of th nin conditions. That is, 25 % of rspondnts in ach condition fll into ach of th four combinations of salint consumr valus 1 and 2, with possibl rsponss A or B. Th combinations wr: (1) A, A; (2) A, B; (3) B, A; and (4) B, B Exprimntal Survy and Manipulation Chck W conductd our xprimntal survy on Fbruary 10th and 11th Th procdurs wr conductd in four stps. Stp 1: Lad-in to th Scnario. Th following txt was prsntd to all subjcts. You hav a craving for crab aftr sing on tlvision that it is in sason. Howvr, you v bn vry busy rcntly and don t hav tim to go to th stor. You dcid to buy som crab from an onlin stor instad. Aftr browsing around, you narrow down your choics to a numbr of stors slling snow crab that you think you would b satisfid with in trms of pric and tast. On of th stors you ar considring is shown on th nxt pag. Plas carfully look ovr th information on this sit bfor moving on to th nxt pag. Stp 2: Mock Sit. Th mock sit of an -commrc stor that slls crab was prsntd to all subjcts. 3 Th -commrc sit includd picturs, pric, brif dscription about th quality of crabs, wight, pull dat, and plac of origin, all of which ar typical intrnal componnts of -commrc sits slling crabs in Japan. Stp 3: Prsntation of Salint Consumr Valus and Attributs of Prvious Buyrs. Th following txt was prsntd to subjcts basd on salint consumr valus masurd in th prsurvy. 3 Th mock -commrc sit shown to subjcts is availabl from th authors upon rqust.

10 28 T. Kobayashi and H. Okada According to goo Rsarch, a survy of prvious buyrs indicats that this shopping sit is usd mostly by [attribut 1 (sx)] in thir [attribut 2 (ag group)] who [salint consumr valu 1]. Rcntly it has also bcom popular among popl who [salint consumr valu 2]. Subjcts assignd to th similar attribut condition wr informd that many prvious buyrs wr of th sam ag group and sx as thmslvs. Subjcts assignd to th dissimilar attribut condition wr informd that many prvious buyrs wr ovr 30 yars of ag and of th opposit sx. Thos assignd to th similar salint consumr valu condition wr informd that many prvious buyrs shard two of th rspondnt s salint valus masurd in th prsurvy. In th dissimilar salint consumr valu condition, subjcts wr informd that many prvious buyrs ndorsd valus opposd to thos that th subjcts had indicatd in th prsurvy. For xampl, to womn in thir 20s who answrd A for salint consumr valu 1 and A for valu 2 in th prsurvy and wr assignd to th similar attributs and salint consumr valus condition, w prsntd th following information about prvious buyrs. According to goo Rsarch, a survy of prvious buyrs indicats that this stor is usd mostly by womn in thir 20s who slct inxpnsiv and conomical products. Rcntly it has also bcom popular among popl who slct th bst products by spnding considrabl tim to nsur full satisfaction. (Similar attributs and similar salint consumr valus condition) To mn in thir 30s who answrd B for salint consumr valu 1 and A for valu 2 in th prsurvy assignd to th dissimilar attributs and dissimilar salint consumr valus condition, w prsntd th following information about prvious buyrs. According to goo Rsarch, a survy of prvious buyrs indicats that this stor sit is usd mostly by womn in thir 60s who slct inxpnsiv and conomical products. Rcntly it has also bcom popular among popl who slct satisfactory products without spnding much tim. (Dissimilar attributs and dissimilar salint consumr valus condition) Subjcts assignd to th no-attributs condition wr only givn information on th salint consumr valus of prvious buyrs. Thos in th no salint consumr valus condition wr only providd with information on th attributs of prvious buyrs. Subjcts with nithr attributs nor salint consumr valus wr not providd with any information about prvious buyrs. Finally, for purposs of chcking th manipulation, w calculatd th total amount of tim spnt by ach subjct on stps 2 and 3. Stp 4: Masurmnt of Dpndnt Variabls and Manipulation Chck. Aftr rviwing th survy rsults of prvious buyrs, ach of th dpndnt variabls blow wr masurd. Plas rfr to th Appndix for th scal itms. 1. Prcivd stor trustworthinss W usd six of th svn itms from th stor trustworthinss scal (Jarvnpaa t al. 1999) (a ¼ 0.73). 2. Prcivd bnvolnc, intgrity, and comptnc

11 2 Th Effcts of Similaritis to Prvious Buyrs on Trust and Intntion to Tabl 2.2 Factor analysis of all indicators Variabl Factor 1 Factor 2 Uniqunss Trust-rlatd scals Stor trustworthinss Bnvolnc Intgrity Comptnc Transaction intntions Itm Itm Itm Itm Varianc N ¼ 751 Proportion Mthod: principal componnt factor analysis Rotation: obliqu promax W usd slightly rwordd vrsions of thr subscals from th trusting blif scal (McKnight t al. 2002), bnvolnc scal (thr itms, a ¼ 0.72), intgrity scal (four itms, a ¼ 0.89), and comptnc scal (four itms, a ¼ 0.85). 3. Transaction intntions W usd a total of four itms: on of thr itms on th transaction intntions scal (Itm 1 in th Appndix) (Pavlou and Gfn 2004) and thr of four itms on th intntion to buy scal (Itms 2 to 4 in th Appndix) (Stwart 2003) (a ¼ 0.86). A factor analysis (principal componnt mthod) of all of th indicators abov clarly indicatd a two-factor structur (Tabl 2.2). This rsult validats our modls with two latnt variabls; i.. trust in an -commrc stor and intntion to buy. Thr wr 941 rsponss to th 1,620 rqusts to participat in this study. W xcludd data with low trustworthinss by liminating thos from th fastst and slowst 5 % of rspondnts in trms of total rspons tim as wll as thos from rspondnts who spnt lss than 10 s or mor than 10 min on stps 2 and 3. In addition, w liminatd cass that indicatd incomplt manipulation. 4 This lft 751 subjcts for analysis. An x postriori sampl siz calculation (Wstland 2010) indicatd that th sampl siz of 751 subjcts is adquat for hypothsis tsting using structural quation modls. 4 A manipulation chck was conductd aftr th dpndnt variabls wr masurd. Rspondnts wr askd, Of th prvious buyrs who prviously bought crab from this stor, do you bliv that thr ar many popl who ar similar to you, or do you bliv that thr ar mor popl who ar dissimilar to you, basd on th critria blow? W liminatd th subjcts who rspondd dissimilar to at last on of th two salint valus although thy wr assignd to th similar salint consumr valu condition, as wll as subjcts who rspondd similar to at last on of th two salint valus although thy wr assignd to th dissimilar salint consumr valu condition. Sixty-six subjcts wr liminatd by this manipulation chck. This may b bcaus of an intrval of up to 2 wks btwn th prsurvy and xprimntal survy and possibl diffrncs in valuation critria usd for food products in gnral in th prsurvy and for crab only in th xprimntal survy.

12 30 T. Kobayashi and H. Okada Tabl 2.3 Corrlation matrix for dpndnt variabl scals Stor trustworthinss Bnvolnc Intgrity Comptnc Bnvolnc 0.72 Intgrity Comptnc Transaction intntion All cofficints ar significant at 1 % lvl (N ¼ 751) 2.4 Rsults Tabl 2.3 shows th corrlation cofficint matrix for th dpndnt variabls. To vrify H1 and H2 simultanously for statistical fficincy, structural quation modling was mployd to dtrmin whthr SVS to prvious buyrs incrasd trust in th -commrc stor (H1), and whthr SVS to prvious buyrs incrasd intntion to buy from th -commrc stor as an indirct ffct mdiatd by trust, or as an unmdiatd dirct ffct (H2). W configurd a latnt variabl to trust in -commrc stor bcaus, as Tabl 2.3 shows, thr wr strong corrlations among indicators of trust in -commrc sit. W stimatd an indirct modl with a trust-mdiatd indirct ffct of th xognous variabls (salint consumr valu similarity and attribut similarity) on intntion to buy, which vrifis H2-1, as wll as th dirct modl allowing dirct paths from th xognous variabls to intntion to buy, which vrifis H2-2. By comparing modls using goodnss of fit indics (GFIs), w invstigatd th paths through which similarity to prvious buyrs affcts intntion to buy. Figur 2.3 shows th indirct modl adoptd aftr th addition of thr rror covariancs. Th rfrnc catgoris of salint consumr valu similarity and attribut similarity ar th dissimilar salint consumr valus and dissimilar attributs conditions. Ths rfrnc catgoris ar naturally omittd from th modl to tst th diffrnc in mans btwn ach condition with rfrnc catgoris. Bcaus salint consumr valu similarity and attribut similarity wr orthogonal, w st all th covarianc paramtrs btwn th two factors at zro. Tabl 2.4 shows th indirct modl s goodnss of fit and standardizd cofficints. As Tabl 2.4 shows, th GFI, adjustd goodnss of fit indx (AGFI), and root man squar rror of approximation (RMSEA) all indicatd accptabl ovrall goodnss of fit. Th rsults of chi-squard tsts indicat that thr was no statistically significant discrpancy btwn th data and th modl. Furthrmor, all th cofficints from trust in -commrc stor to its thr indicators ar highly significant, which indicats th succss of th masurmnt modl of trust (th cofficint of stor trustworthinss was st to 1 to fix th scal of a latnt variabl; i.. trust in -commrc stor). Trust was significantly highr in th similar salint consumr valus condition compard with th dissimilar condition, which clarly supports H1. On th othr hand, similarity in attributs (i.. sx and ag groups) did not show any significant

13 2 Th Effcts of Similaritis to Prvious Buyrs on Trust and Intntion to No salint consumr valu condition Similar salint consumr valu condition No attribut condition Similar attribut condition Itm 1 Stor trustworthinss Bnvolnc Trust in -commrc stor Intntion to buy Itm 2 Itm 3 Itm 4 Intgrity Comptnc Fig. 2.3 Indirct modl Tabl 2.4 Estimations for th indirct modl Goodnss of fit Chi-squard (df ¼ 57) n.s GFI 0.99 AGFI 0.98 RMSEA 0.00 AIC Standardizd cofficints Bta Trust in -commrc stor No salint consumr valu condition 0.09 þ Similar salint consumr valu condition 0.14 ** No attributs condition 0.01 n.s. Similar attributs condition 0.04 n.s. Intntion to buy Trust in -commrc stor 0.64 ** Stor trustworthinss Trust in -commrc stor 0.84 Bnvolnc 0.83 ** Intgrity 0.89 ** Comptnc 0.81 ** Itm 1 Intntion to buy 0.89 Itm ** Itm ** Itm ** þ p < 0.10, ** p < 0.01 All th covariancs ar significant at 1 % lvl S Appndix for th scal itms of intntion to buy

14 32 T. Kobayashi and H. Okada Tabl 2.5 Estimations for th dirct modl Goodnss of fit Chi-squard (df ¼ 53) n.s. GFI 0.99 AGFI 0.99 RMSEA 0.00 AIC Standardizd cofficints Bta Trust in -commrc stor No salint consumr valu condition 0.09 þ Similar salint consumr valu condition 0.13 ** No attributs condition 0.01 n.s. Similar attributs condition 0.04 n.s. Intntion to buy No salint consumr valu condition 0.01 Similar salint consumr valu condition 0.07 þ No attributs condition 0.06 þ Similar attributs condition 0.05 Trust in -commrc stor 0.64 ** Stor trustworthinss Trust in -commrc stor 0.84 Bnvolnc 0.83 ** Intgrity 0.89 ** Comptnc 0.81 ** Itm 1 Intntion to buy 0.89 Itm ** Itm ** Itm ** þ p < 0.10, **p < 0.01 All th covariancs ar significant at 1 % lvl S Appndix for th scal itms of intntion to buy ffcts on trust in -commrc stor. Trust in -commrc stor, in turn, had a statistically significant positiv ffct on intntion to buy. Tabl 2.5 shows th goodnss of fit and standardizd cofficints of th dirct modl (Fig. 2.4) in which w draw dirct paths from salint consumr valu similarity and attribut similarity to intntion to buy. GFI, AGFI, and RMSEA all indicatd accptabl ovrall goodnss of fit. Th rsults of chi-squard tsts indicat no statistically significant discrpancy btwn th data and th modl. Trust was significantly highr in th similar salint consumr valus condition compard with th dissimilar condition as wll as in th indirct modl. Th consistncy of th positiv ffct of salint consumr valus similarity across two modls indicats robustnss of th validity of H1. Attribut similaritis did not incras trust in -commrc stor as wll as in th indirct modl. Furthrmor, th dirct paths from valu similarity and attribut similarity did not show clar positiv ffcts on intntion to buy from th -commrc sit. Although two of th four cofficints ar marginally significant, ths ffcts ar rathr wakr than th ffcts on trust in -commrc stor.

15 2 Th Effcts of Similaritis to Prvious Buyrs on Trust and Intntion to No salint consumr valu condition Similar salint consumr valu condition No attribut condition Similar attribut condition Itm 1 Stor trustworthinss Bnvolnc Trust in -commrc stor Intntion to buy Itm 2 Itm 3 Itm 4 Intgrity Comptnc Fig. 2.4 Dirct modl Furthrmor, thr was no statistically significant improvmnt in ovrall goodnss of fit from th indirct to th dirct modl (Dchi-squard ¼ 7.1, df ¼ 4, n.s.), and Akaik s information critrion (AIC) is slightly smallr in th indirct modl. This strongly suggsts that w should slct th indirct modl from th viwpoint of parsimony. Ths rsults support H2-1, instad of H2-2, that salint consumr valu similarity has an indirct ffct, via trust in -commrc stor, on intntion to buy. 2.5 Discussion and Conclusions In this study, w indicatd th limitations of traditional social psychological approachs in undrstanding trust building in -commrc stors and invstigatd th ffcts of xtrnal information about salint consumr valus and attributs of prvious buyrs on trust in potntial buyrs. W also conductd an xploratory invstigation of th procss by which SVS incrass intntion to buy from an -commrc stor. As w prdictd in H1, salint consumr valu similarity to prvious usrs had a causal ffct on incrasing trust in -commrc stors. By manipulating salint consumr valu similarity, w wr abl to avoid th ambiguous intrprtation common to corrlational survy studis. Spcifically, it is not possibl to intrprt our findings such that thr was a rvrs causal rlationship in which popl trust -commrc stors and thrfor prciv shard similaritis with prvious buyrs undr a fals consnsus ffct (Ross t al. 1977). Sharing salint consumr valus with prvious buyrs dos not logically guarant that a sit is trustworthy. Yt our

16 34 T. Kobayashi and H. Okada data indicats that salint consumr valu similarity did in fact incras trust, suggsting that th SVS modl of trust is a valid procss modl in cass of financial transactions undr conditions of social uncrtainty. Whil w widnd th dfinition of trust by including indicators of stor trustworthinss, bnvolnc, intgrity, and comptnc, ANOVA tsts showd that salint consumr valu similarity to prvious buyrs had ffcts on all four indicators (tabls not shown), raising th possibility that popl dpnd on information about salint consumr valu similarity to prvious buyrs to mak comprhnsiv valuations in situations whr thy lack adquat information about a wbsit s trustworthinss. In othr words, rathr than arriving at trust as th sum of indpndnt valuations of comptnc, bnvolnc, and so on, popl form topdown judgmnts basd on xtrnal information about salint consumr valu similarity to prvious buyrs. This intrprtation is supportd by th xtrmly high goodnss of fit of th modls in Figs. 2.3 and 2.4. Svral tasks rmain bfor w can apply th findings of this study to crat a trust-building mthodology for -commrc stors. First is th qustion of how to prsnt potntial buyrs with information about SVSs to prvious buyrs. If prvious buyr profils ar displayd on a sit, th information bcoms an intrnal componnt of th wbsit. In fact, rputation information is alrady widly prsntd on -commrc stors in th form of usr ratings and othr mssags from prvious buyrs. Howvr, such displays may not function as valid clus for potntial buyrs if thy do not discuss salint consumr valus or if it is possibl for th wbsit ownr to manipulat th information. Ths kinds of intrnal componnts may also b insufficint as signals of trustworthinss bcaus, as discussd arlir, thy may b asily imitatd and rproducd. In this study, information on prvious buyrs is prsntd as th rsult of a survy by a rsarch company indpndnt of th -commrc stor. This rtains th nutrality of th xtrnal information and suggsts that information on salint consumr valus and attributs of prvious buyrs should b prsntd by a nutral third party. Of cours, not all potntial buyrs will b willing to trust an -commrc stor just bcaus a nutral third party has providd information about prvious buyrs. Our study shows that trust building is rathr difficult if potntial buyrs and prvious buyrs hav diffrnt salint consumr valus. This mans that a trustbuilding mthodology basd only on th prsntation of salint consumr valus is not univrsally ffctiv. Howvr, whn th customrs of an -commrc stor shar som consumr valus, prsnting such information should b ffctiv in attracting, or slctivly ncircling, potntial buyrs who shar such valus. By xplicitly stating that usrs of a stor shar th sam salint consumr valus, -commrc stors can build a sns of community or in-group idntity among usrs to maintain a highly loyal customr bas basd on trust. Finally, our study lavs us with svral rsarch tasks for th futur. Whil w tstd a food product -commrc stor, it is unclar whthr w would obtain th sam rsults with othr products or srvics. Transaction uncrtaintis ar gratr for food products bcaus thr tnds to b gratr variation in quality, unlik products such as books or CDs. Furthr rsarch should b conductd on th ffcts

17 2 Th Effcts of Similaritis to Prvious Buyrs on Trust and Intntion to of similarity on trust in -commrc in goods and srvics that hav comparativly low uncrtainty lvls. Furthrmor, rsarchrs must considr formats othr than survy rsarch rsults that may b usd to prsnt similaritis of prvious buyrs to potntial consumrs. In rality, potntial buyrs may judg similaritis basd on xtrnal information postd indpndntly by prvious buyrs on social mdia. Th diffrnc btwn th ffcts of this kind of usr-gnratd contnt and prsntation by third party survy rsults should also b furthr xplord. By continuing this lin of rsarch, w hop to improv undrstanding of -commrc trust-building mthodologis for both practitionrs and rsarchrs. Appndix Scal Itms Prcivd Stor Trustworthinss (1. Agr, 2. Somwhat agr, 3. Somwhat disagr, 4. Disagr) 1. This stor is trustworthy. 2. This stor wants to b known as on that kps its promiss and commitmnts. 3. I trust this stor to kp my bst intrsts in mind. 4. I find it ncssary to b cautious with this stor. 5. Th rtailr of this stor has mor to los than to gain by not dlivring on its promiss. 6. This stor s bhavior mts my xpctations. Prcivd Bnvolnc (1. Agr, 2. Somwhat agr, 3. Somwhat disagr, 4. Disagr) 1. I bliv that this stor would act in my bst intrst. 2. If I rquird hlp, this stor would do its bst to hlp m. 3. This stor is intrstd in my wll-bing, not just its own. Prcivd Intgrity (1. Agr, 2. Somwhat agr, 3. Somwhat disagr, 4. Disagr) 1. This stor is truthful in its dalings with m. 2. I would charactriz this stor as honst. 3. This stor would kp its commitmnts. 4. This stor is sincr and gnuin.

18 36 T. Kobayashi and H. Okada Prcivd Comptnc (1. Agr, 2. Somwhat agr, 3. Somwhat disagr, 4. Disagr) 1. This stor is comptnt and ffctiv in slling crabs. 2. This stor prforms its rol of slling crabs vry wll. 3. Ovrall, this stor is a capabl and proficint Intrnt crab sllr. 4. In gnral, this stor is vry knowldgabl about crabs. Intntion to Buy (1. Agr, 2. Somwhat agr, 3. Somwhat disagr, 4. Disagr) 1. Givn th chanc, I would considr buying crabs from this stor in th futur. [Itm 1] 2. I probably would not buy from this stor. [Itm 2] 3. It is likly I would considr purchasing from this stor. [Itm 3] 4. It is unlikly I would rturn to this stor bfor making a purchas dcision. [Itm 4] Rfrncs Chskin Rsarch (2000) Trust in th wird Amricas. Accssd 22 Spt 2010 Chskin Rsarch and Studio Archtyp/Sapint (1999) Commrc trust study. com/cms/fils/i/articls//17 rport-comm%20trust1999.pdf. Accssd 22 Spt 2010 Cook J, Wall T (1980) Nw work attitud masurs of trust, organizational commitmnt, and prsonal nd nonfulfillmnt. J Occup Psychol 53(2):39 52 Corbitt BJ, Thanasankit T, Yi H (2003) Trust and -commrc: a study of consumr prcptions. Elctron Commr Rs Appl 2(3): Corritor CL, Krachr B, Widnbck S (2003) On-lin trust: concpts, volving thms, a modl. Int J Hum-Comput Stud 58(6): Cvtkovich G, Nakayachi K (2007) Trust in a high-concrn risk controvrsy: a comparison of thr concpts. J Risk Rs 10(2): Davis FD (1986) A tchnology accptanc modl for mpirically tsting nw nd-usr information systms: thory and rsults. Unpublishd doctoral thsis, MIT Sloan School of Managmnt, Cambridg, MA Davis FD (1989) Prcivd usfulnss, prcivd as of us and usr accptanc of information tchnology. MIS Quart 13(3): Dony PM, Cannon JP (1997) An xamination of th natur of trust in buyr sllr rlationships. J Mark 61(2):35 51 Driscoll JW (1978) Trust and participation in organizational dcision making as prdictors of satisfaction. Acad Manag J 21:44 56 Earl TE (2004) Thinking aloud about trust: a protocol analysis of trust in risk managmnt. Risk Anal 24(1): Earl TE, Cvtkovich G (1995) Social trust: toward a cosmopolitan socity. Pragr, Wstport

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