Building Online Trust in a Culture of Confucianism

Effect of word of mouth on m-payment service adoption: a developing country case study

This study determines influential factors that account for mobile payment service adoption in a developing country and assesses the mediating effect of word of mouth on this platform. Our model combines multi-dimensions of trust and risk, and word of mouth to predict the target population’s use intention and use behavior. We use the structural equation modeling method to analyze the data collected by an online survey of 392 respondents who use mobile payment services in Bangladesh. This study’s results reveal that trust in service providers, trust in service, privacy risk, and security risk have significant impacts on the intention to use. The findings also indicate that word of mouth mediates the direct impacts of trust in service providers, trust in apps, and security risk on the intention to use. In addition, importance-performance map analysis depicts that word of mouth is the most critical performing factor, but performance is comparatively low.

The Role of Consumers’ Perceived Security, Perceived Control, Interface Design Features, and Conscientiousness in Continuous Use of Mobile Payment Services

Mobile payment has played a vital role in transforming traditional payment methods into digital payment methods and has led to changes in consumers’ behaviors in economic exchanges. However, there is a lack of knowledge about how perceived security influences are a sustainable use of mobile payment services. In order to examine the impact of perceived security on users’ continuous use, especially regarding mobile payment services and factors related to perceived security (i.e., perceived control, interface design features, and conscientiousness), an empirical study was conducted to collect data from 252 participants. Then, the proposed research model was examined using structural equation modelling. The results revealed that the perception of interface design features was influenced by conscientiousness. Perceived security was affected by perceived control, the perception of interface design features, and conscientiousness. Moreover, perceived security was identified to have a strong impact on continuous intention to use mobile payment. The design implications for mobile service providers and designers are presented.

Value Congruence, Trust, and Their Effects on Purchase Intention and Reservation Price

We study the roles of value congruence and trust in increasing online shoppers’ intention to purchase goods and their reservation prices for these goods. Hypotheses are developed and a controlled experiment is conducted to measure subjects’ value congruence with and their trust in online sellers with disparate values, along with their purchase intention and willingness to pay price premiums. Using social exchange theory, we find that, for business-to-consumer (B2C) e-commerce, value congruence increases consumer online trust, and both value congruence and online trust have direct effects on purchase intention and reservation prices. In particular, in the positive value congruence vs. value neutral case, trust has a greater effect than value congruence on purchase intention, but value congruence has a greater effect than trust on reservation price. These findings suggest that trust is essential to a consumer's intention to purchase online but value congruence can induce price premiums from potential buyers for online sellers. This implies that trust is essential to B2C e-commerce, but value congruence can be a more effective instrument for online sellers to achieve competitive advantage through value-based differentiation in the virtual marketplace.

Understanding individuals’ initial and continued use of online auction marketplaces

Purpose

– The current study aims to systematically review the existing literature, identify the main determinants that impact individuals’ perceptions, attitude, intention and behavior and meta-analytically evaluate their respective strength. Moreover, this study examines the specific mechanism through which more distal factors, such as trust, risk, experience and enjoyment influence individuals’ decision in the context of online auction markets. Finally, the moderating effects of contextual and methodological factors that could potentially influence the relationships are explored. During the past two decades, a large number of empirical studies examined the factors that hinder or foster individuals’ initial and continued acceptance of online auction marketplaces.

Design/methodology/approach

– Based on the effect sizes reported, 91 studies, including 95 independent samples (N = 36.788), the current study utilizes bivariate meta-analysis, meta-analytic structural equation modeling and weighted least squares regression moderator analysis to examine the nature of the identified relationships, the mechanisms through which they operate and the boundary conditions under which they do or do not hold.

Findings

– The results show that trust and experience explain individuals’ initial usage intention, while risk and experience explain actual usage behavior, indicating that these variables are viable extensions to the technology acceptance model in the context of online auction marketplaces. The results also demonstrate that, once individuals participate in online auction markets, trust and enjoyment are important predictors of satisfaction, which, in turn, is the strongest determinant of loyalty intention. Furthermore, the results demonstrate that cultural context acts as moderator and, to some degree, explains the mixed empirical findings in prior research.

Originality/value

– This study contributes to the existing literature by identifying the main determinants and their average direct and indirect effect on the individuals’ decisions in online auction marketplaces. The findings provide critical insights into the complex network of relationships which impact individuals’ perceptions, attitude, intention and behavior to initially and continuously use online auction marketplaces. Furthermore, the result contributes to the existing research by examining the effect of contextual and methodological boundary conditions – moderating factors that are difficult to test in primary studies.