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ijcrb.webs.com INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS 8.4 System Trust JANURAY 2011 VOL 2, NO 9 System trust is an impersonal structure that supports trusting intentions. There are two main types of impersonal structures in system trust, namely structural assurances and situational normality. Issues like policies or contracts are included in structural assurances, and issues like the roles of trustee and truster in a particular situation belong to situational normality. System trust may also be seen as a belief relied upon by the truster. 8.5. Dispositional trust Dispositional trust is a situational construct generally expected by the truster. In other words, it means this kind of trust can occur when a person has a general preference to trust, which encompasses a broad spectrum of situations and persons. Like system trust, dispositional trust also contains two categories: belief-in-people and trusting stance. Belief-in-people refers to the truster‘s assumptions that people are trustworthy, whereas trusting stance refers to the truster‘s belief that better results will follow if he or she relies on a specific party. 8.6. Situational decision to trust Situational decision to trust means that people are willing to trust other people to a similar extent in a specific situation. In other words, when people are faced with a particular situation, they already have the intention to trust the other party, even if the other party is not specifically labelled by the truster . 8.7.Trust in the online environment Though there are still many uncertainties in computer-mediated commerce, studies have found that many people are nevertheless willing to spend time and money in online transactions. One of the reasons for the end-user‘s willingness to purchase goods online is that they trust the online companie‘s ability to deliver the products or services in good quality. Literature is consistent in claiming that trust is a very important element in successful web-based business . It has been noted that trust does not only play a main role between truster and trustee, but also in the context of information systems, in the use of third-parties and in privacy protection, and thereby trust has a great influence on end-users when they decide whether to participate in e-commerce or not. the above statement are adopt from following outhors: Lee and Turban, 2001; Siau and Shen, 2003; Gambetta, 2000; McKnight and Chervany, 2002; Ba et al., 2003; Hoffman et al., 1999; Keat and Mohan, 2004; Kim and Benbasat, 2003; Lee et al., 2006; Chopra and Wallace, 2003; Kini and Choobineh, 1998; Kong and Hung, 2006; Briggs et al., 2004; Cranor, 1998; Durkan et al., 2003; Yang et al., 2005; Pavlou, 2003; Tavani, 1999; Walters, 2001 (Salo, J., & Karjaluoto, H., 2007, pp. 606- 609). COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 406
ijcrb.webs.com INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS Trustor‘s Motivation ELM PROCESSING Trustor‘s Ability Peripheral Route Reputation Disposition to trust Situational normality Structural assurance Web Site Quality Central Route Ability Benevolence Integrity Web Site Quality Trust attitude Behavioural Trust Intentions Figure 7 Proposed model of online trust. Source: Salo, J., Karjaluoto, H., 2007, P. 610 JANURAY 2011 VOL 2, NO 9 Perceived Risk Based on analysis of the literature, a conceptual model of the factors that influence end-user‘s trusting beliefs is now proposed in Figure 8. The model separates influential factors under external and internal factors. External factors include consumer characteristics, the nature of the product and service, the development of the market, culture and countries, the user‘s perception of risk, and any other experience that the customer has had dealing with sales and marketers. The factors included in the internal category are the end-user‘s prior experience with web vendors, the web vendor‘s trustworthiness and reputation, the quality of the Website, the acceptance of the information system, third party trust, and the company‘s online privacy policy (ibid, p.614). Outcomes COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 407
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