The Effects of Consumer Perceived Different Service of Trusted Third Party on Trust Intention: An Empirical Study in Australia

Cong Cao, Jun Yan, Mengxiang LI

Research output: Chapter in book/report/conference proceedingConference contributionpeer-review

1 Citation (Scopus)

Abstract

With the advantages including the high interaction, convenience, transparency and individualization, the Internet makes the online shopping become increasingly popular among businesses and consumers. The online transaction environment is characterized by virtuality and anonymity, so the trust plays an indispensable role. Currently the trust issue has become one of the main reasons that troubles and hinders the online shopping behavior of consumers. In this paper, the trusted third party (TTP) in Australia's business is studied and the factors influencing consumers' trust behavior are examined from the perspective of consumers online trust of online shopping. Based on the literature review and combined with the development status and background of Australia's e-commerce, underpinned by the Theory of Planned Behavior, the Institutional Theory and Signaling Theory, an integrative service framework of TTP is proposed and empirically tested in this paper. Partial Least Squares Structural Equation Modelling was conducted to assess the hypotheses. This study proposes that an integrative service framework of TTP should include the following five aspects: payment service, logistics distribution service, guarantee insurance service, certification service, and rating and amp; recommendation service. The empirical results, obtained in a sample of 282 online shopping users, indicate that the above-mentioned five different types of TTPs, which have combined effect on the trust motivation and behavior of consumers. Through building an integrative service framework of TTP, the level of consumer trust can be more fully strengthened. When consumers think that more services from TTP are owned by an enterprise, they have smaller barrier in their expected future trust and stronger control of their own trust behavior, and finally enhance the consumers' trust behavior.

Original languageEnglish
Title of host publicationProceedings - 14th IEEE International Conference on E-Business Engineering, ICEBE 2017 - Including 13th Workshop on Service-Oriented Applications, Integration and Collaboration, SOAIC 207
EditorsKuo-Ming Chao, Omar Hussain, Lihong Jiang, Xiang Fei, Ci-Wei Lan
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages62-69
Number of pages8
ISBN (Electronic)9781538614129
DOIs
Publication statusPublished - 22 Nov 2017
Event14th IEEE International Conference on E-Business Engineering, ICEBE 2017 - Shanghai, China
Duration: 4 Nov 20176 Nov 2017

Publication series

NameProceedings - 14th IEEE International Conference on E-Business Engineering, ICEBE 2017 - Including 13th Workshop on Service-Oriented Applications, Integration and Collaboration, SOAIC 207

Conference

Conference14th IEEE International Conference on E-Business Engineering, ICEBE 2017
Country/TerritoryChina
CityShanghai
Period4/11/176/11/17

Scopus Subject Areas

  • Computer Networks and Communications
  • Business and International Management
  • Management Information Systems
  • Information Systems and Management
  • Computer Science Applications

User-Defined Keywords

  • Institutional Theory
  • Online Shopping
  • Online Trust Behavior
  • Signalling Theory
  • Theory of Planned Behavior
  • Trust Intention
  • Trusted Third Party

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