Understanding the influencing factors of the effectiveness of trusted third party's trust transformation

Cong Cao, Jun Yan, Mengxiang LI

Research output: Contribution to conferencePaperpeer-review

Abstract

Through the experimental data analysis, this paper found that trusted third parties (TTPs) can effectively reduce the trust barrier of consumers. Furthermore, we point out that TTPs have the function of trust transfer, which provides a meaningful framework for our understanding of the mechanism of TTPs. According to this research, consumers’ trust in unfamiliar enterprises is built on their trust of TTPs. The chain relationship of TTPs’ trust and certification of enterprises and consumers’ recognition of TTPs enables the transfer of consumer trust to enterprises and finally leads to consumers’ trust in these enterprises. Also, the reputation and presentation of TTPs can have a significant influence on the trust transfer. The results further reveal the internal mechanism of TTPs and clarify the regulatory factors that influence the trust transfer. These findings are helpful for understanding and extension of relevant theories and enterprises’ decision making on TTPs.

Original languageEnglish
DOIs
Publication statusPublished - 2018
Event29th Australasian Conference on Information Systems, ACIS 2018 - Sydney, Australia
Duration: 3 Dec 20185 Dec 2018

Conference

Conference29th Australasian Conference on Information Systems, ACIS 2018
Country/TerritoryAustralia
CitySydney
Period3/12/185/12/18

Scopus Subject Areas

  • Information Systems

User-Defined Keywords

  • Online shopping
  • Presentation type
  • Reputation
  • Trust formation
  • Trust transformation
  • Trusted third party

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