TRUST FORMATION AND RELATIONSHIP BUILDING IN ELECTRONIC SERVICESCAPES.pdf
上传人:a是****澜吖 上传时间:2024-09-10 格式:PDF 页数:11 大小:105KB 金币:10 举报 版权申诉
预览加载中,请您耐心等待几秒...

TRUST FORMATION AND RELATIONSHIP BUILDING IN ELECTRONIC SERVICESCAPES.pdf

TRUSTFORMATIONANDRELATIONSHIPBUILDINGINELECTRONICSERVICESCAPES.pdf

预览

免费试读已结束,剩余 1 页请下载文档后查看

10 金币

下载此文档

如果您无法下载资料,请参考说明:

1、部分资料下载需要金币,请确保您的账户上有足够的金币

2、已购买过的文档,再次下载不重复扣费

3、资料包下载后请先用软件解压,在使用对应软件打开

TRUSTFORMATIONANDRELATIONSHIPBUILDINGINELECTRONICSERVICESCAPESPanagiotaPapadopoulou,PanagiotisKanellis,DrakoulisMartakosDepartmentofInformaticsandTelecommunicationsUniversityofAthensPanepistimioupolis,15771,Athens,Greece.{peggy,kanellis,martakos}@di.uoa.grTel:+30107275225Fax:+30107275214AndersenSyngrouAve.377,17564Athens,GreeceTel:+30109470212Fax:+30109425681panagiotis.kanellis@gr.andersen.comABSTRACTTrustisthekeyenablingfactorforanyrelationship–commercialornot.Althoughithasbeenextensivelystudiedinvariousdisciplines,informationsystemsresearchershavefocusedontrustinthecontextofshort-termtransactionalexchangesfailingthustoaddressitsevolutionarynatureandassociatedcomplexities.Addressingthislimitationwepresentamodelanddefineasetoftestablehypotheses.Ameasurementinstrumentisalsodevelopedfortheempiricaltestingofthemodelandthesubsequenttheorydevelopment.Thisisdeemedessentialinordertoinformthedesignofelectronicservicescapesthatcantrulyenableandsupportlastingrelationshipsinvirtualcommercialsettings.1.INTRODUCTIONTheroleandimportanceoftrusttointerpersonalandcommercialrelationshipsisevidencedbytheplethoraofresearcheffortswithinvariousdisciplinessuchaspsychology(Rotter,1967,1971),socialpsychology(Deutsch,1960),sociology(LewisandWeigert,1985),economics(Dasgupta,1988;Williamson,1991)andmarketing(AndersonandWeitz,1989;Dwyeretal.,1987;Ganesan,1994).Trusthasbeenwidelyrecognizedasvitalfore-commerce,notonlyasafacilitatorforcustomeracquisitionbutalsoasakeyenablingfactorforcustomerrelationshipbuildingandloyalty.However,despiteageneralcongruenceregardingitsvaluefore-commercesuccess,mostofthecurrentliteraturerelatedtothistopicfocusesontrustinthecontextofshort-termtransactionalexchangesandfailtoexaminetheformationoftrustasaprocessandasameansforbuildinglong-termcustomerrelationships.Themajorityofstudiesmainlyfocusonunderstandingtheneedfortrust,itsantecedentsandconsequencesandthebarrierscontributingtothelackoftrust(Papadopoulouetal.,2001).Taki