Type of Document	Dissertation
Author	Stoecklin-Serino, Catharina Maria
URN	etd-01042005-215102
Title	Building Trust: An Examination of the Impacts of Brand Equity, Security, and Personalization on Trust Processes
Degree	Doctor of Philosophy
Department	Management Information Systems, Department of
Advisory Committee	Advisor Name Title Dr. Ashley Bush Committee Member Dr. Charlie Hofacker Committee Member Dr. David Paradice Committee Member Dr. Robert Mason Committee Member
Keywords	Electronic Commerce Disclosure Trust
Date of Defense	2004-12-03
Availability	unrestricted
Abstract The over-arching purpose of this research is to broaden the study of trust as it applies to developing stable relationships in electronic environments. Previous research has investigated many aspects of trust, but has not looked at the incremental development of it. This may be because methods are difficult to develop that study process models and concepts are difficult to operationalize that influence the incremental progression of variables. Previous empirical research identifies antecedents that emerge to enhance initial perceptions of trust. These may possibly influence the progression of trust to deeper levels. More conceptual work identifies antecedents that swiftly cultivate trust, allowing for stable relationships to develop more quickly. The antecedents investigated in this study are the use of security symbols, trustworthy brand names, and personalization techniques. Developing and testing a process model using antecedents of trust offers one method to study trust development. This dissertation documents a longitudinal experiment that tested hypotheses of the process model, producing data sets that were analyzed using regression and Structural Equation Modeling (SEM). The results of the study indicate that the use of security symbols and trustworthy brand names have a positive and lasting effect on trusting beliefs. The results also show that personalization has a decreasing and lasting effect on trusting beliefs. There was no support for the hypothesis that trust develops over time in electronic environments.
Files	Filename       Size       Approximate Download Time (Hours:Minutes:Seconds)     28.8 Modem   56K Modem   ISDN (64 Kb)   ISDN (128 Kb)   Higher-speed Access    serinodissertation.pdf 1.02 Mb 00:04:44 00:02:26 00:02:08 00:01:04 00:00:05