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
Date of Defense 2004-12-03 Availability unrestricted AbstractThe 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
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.
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