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ijcrb.webs.com INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS JANURAY 2011 VOL 2, NO 9 3- Kaplan & Nieschwietz‟s Research The proposed relationships among Web assurance services, trust, and outcomes are presented in Fig. 2. This model of trust is based on those developed by McKnight et al. (1998) and Mayer et al. (1995). Consistent with McKnight et al.‘s model, institutional based trust positively influences both trusting beliefs (or trust) and trusting intentions (or outcomes). In Fig. 2, the seal-type variable represents the source of institutional-based trust, and as shown, is related to both trust and outcomes. Building on the work of Mayer et al. (1995), Fig. 2 shows trust influencing outcomes (Kaplan & Nieschwietz, 2003, pp. 99-100). The measurement model is shown in Fig. 2. Four latent variables are used. The first latent variable, outcomes, consists of three measures: willingness to purchase, quality, and risk. The second latent variable, trust, consists of seven measures: two measures for each of predictability, dependability, and faith, along with one measure of overall trust. The third latent variable, assurance, consists of four measures: privacy, security, business practices and transaction integrity, and availability. And the fourth latent variable, provider, has six measures: confidentiality, objectivity, integrity, experience, expertise, and technical knowledge (Kaplan & Nieschwietz, 2003, p.106). Assurance Measures Seal type Trust Outcomes Web Seal Provider Attributes Figure 2. Model of trust including assurance measures and provider attributes. Source: S.E. Kaplan, R.J. Nieschwietz, 2003, p.100 4- Jaeki Song and Fatemeh “Mariam” Zahedi‟s research In the actor-network theory (ANT), design is a process of ―translation‖ of user‘s and other stakeholder‘s needs into specific categories of needs, and later to a general set of needs. These general needs are then ―inscribed‖ into a uniform solution (the design). Inscription in this context means that the IT artifact reflects and embodies the needs and use patterns of its users. In the context of health infomediaries, the design of a health infomediary is the result of inscription of various needs into the network (the health infomediary and its users and other stakeholders). Alignment is defined as ―the extent to which the agendas and interests inscribing into the practice, institutions, and strategies of the network pull in the same direction, and serve the same purpose‖. When the system is running, the alignment of the network‘s constitutive parts – including users' beliefs and experiences – will determine the patterns of use. In conceptual model presented in Fig. 3 researchers discuss how the constitutive parts of the network – including user‘s beliefs and experiences as well as the contents of the health infomediary and the environmental factors – will determine the pattern COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 400
ijcrb.webs.com INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS JANURAY 2011 VOL 2, NO 9 of intention to use in the information provided by the health infomediaries. In ANT, one of the major constituents of a network is the perceptions of its users. Trust beliefs are critical in the network to which the health infomediary belongs (Song, J., and Zahedi, F.M., 2007, p. 393). Information Quality of HI Understandability Relevance Usefulness Reliability Adequacy System Quality of HI Ease of Use Interactivity HI‘s Trust Signs Trust beliefs/Properties HI Environment * HI = health infomediary Figure 3: The Conceptual Model for Trust in Health Infomediaries. Source: J. Song, F“M.” Zahedi, 2007, p. 393 5- Belanger, F. & Carter, L.‟s research Grazioli and Jarvenpaa (2000) in their study focuses on user‘s initial trust in an e-government service. Initial trust refers to trust in an unfamiliar trustee. McKnight et al. (2002) said that Initial trust is required in a relationship in which the citizen does not yet have credible or meaningful information about the e-service provider. In initial relationships people use whatever information they have, such as perceptions of the website or the government agency, to assess the trustworthiness of the trustee. During initial encounters, trust is largely based on characteristics of the trustor (their disposition to trust), assumptions made about the traits of the trustee (trust of the government), and institutional factors (trust of the Internet). 5.1. Trust of the Internet and trust of the government Tan and Theon (2001) has been suggested that there are two targets of trust: the entity providing the service (party trust) and the mechanism through which it is provided (control trust). Carter and Be´langer (2005) and Pavlou (2003) implied that Trust in e-government is therefore composed of the traditional view of trust in a specific entity (trust of the government) as well as trust in the reliability of the enabling technology (trust of the Internet). Carter and Be´langer (2005), McKnight et al. (2002), Pavlou (2003), Warkentin et al. (2002) COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 401 Ability Benevolence Integrity Risk belief Web User‘s Propensity to Trust HI‘s Favorable reputation (Rep) Previous pos. experience with infomediaries (Exp) Structural assurance of the web (Assure) Intention to Use HI in Health Decisions
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