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Transfer of electronic commerce trust between physical and virtual environments: experimental effects of structural assurance and situational normality

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Abstract

Although there is a considerable body of empirical evidence on the subject of electronic commerce trust, most of it is correlational evidence based on field surveys, and very little attention has been given to causal effects of how participants in electronic markets transfer their trust beliefs between physical and virtual environments. Research has previously established that structural assurance and situational normality have differential effects on vendor and technology-based trust. Generalized expectancies are used as a theory for understanding how people trust and transfer trust in the context of electronic commerce technologies. In theory, there should be differential cause-and-effect relationships between trust antecedents and transfer of trust between physical and virtual environments. This study reports the results of a randomized experiment on the effects of structural assurance and situational normality on the transfer of electronic commerce trust between physical and virtual environments. A pretest-treatment-posttest design using MANOVA revealed that structural assurance, situational normality, and direction of transfer have differential effects on vendor-based trust and technology-based trust. Structural assurance prevents loss of trust in physical-to-virtual transfers, and both situational normality and structural assurance cause increases in trust for virtual-to-physical transfers for technology-based trust, but not necessarily for vendor-based trust. The results indicate significant differences between how trust operates in physical-to-virtual transfers versus virtual-to-physical transfers.

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Authors and Affiliations

  1. University of Canterbury, Christchurch, New Zealand

    Stephen C. Wingreen & Natasha C. H. L. Mazey

  2. Saint Leo University, Saint Leo, FL, USA

    Stephen L. Baglione

  3. Cherry Hill, NJ, USA

    Gordon R. Storholm

Authors
  1. Stephen C. Wingreen
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  2. Natasha C. H. L. Mazey
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Correspondence to Stephen C. Wingreen.

Appendices

Appendix A: Instrumentation

Vendor-based trust

 vtrust1

I know the vendor is honest

 vtrust2

I know the vendor cares about customers

 vtrust3

The vendor has the ability to handle sales transactions

 vtrust4

I know the vendor is not opportunistic

 vtrust5

The vendor has sufficient expertise and resources to do business

 vtrust6

I know the vendor is predictable

 vtrust7

The vendor has adequate knowledge to manage their business

 vtrust8

I know the vendor knows the market

Technology-based trust

 ttrust1

I feel safe conducting business with the vendor because I believe that my personal information will be secure and confidential

 ttrust2

I feel safe conducting business with the vendor because the transaction is conducted through a technologically reliable website (or, at a physical “brick-and-mortar” store)

 ttrust3

I feel safe conducting business with the vendor because the website provides encrypted transactions (or, because I believe my transactions are completely secure and confidential)

 ttrust4

I feel safe conducting business with the vendor because it uses electronic security technology (or, because it’s physically secure)

Generalized expectancies: familiarity

 fam1

How familiar are you with using the Internet in general?

 fam2

How familiar are you with using the Internet to buy things?

 fam3

How familiar are you with sending personal information over the Internet?

 fam4

How familiar are you with buying textbooks over the Internet?

Initial trust

 

 Itrust1

It is easy for me to trust a person/thing

 Itrust2

My tendency to trust a person/thing is high

 Itrust3

I tend to trust a person/thing, even though I have little knowledge of it

 Itrust4

Trusting someone or something is not difficult

Generalized expectancies: previous experience

 Surf

On average, how many hours do you spend surfing the Internet or using email per week? _____ hours

 ebook

Have you ever purchased a textbook over the Internet? ____ (Y/N)

 Ebuy

Beside textbooks, have you ever purchased anything over the Internet? ____ (Y/N)

Appendix B: Treatment scenarios

Treatments

Control

Structural assurance

Situational normality

Brick-and-mortar to online

No treatments, answers same questions in same order, but w/o instructions

The bookstore uses modern best-practices for safe and secure shopping, transactions, and customer confidentiality

The bookstore’s website uses rigorous security measures and state-of-the-art technology to assure that credit card numbers and personal information transmitted and stored electronically will remain safe, secure, and confidential

The bookstore is in all respects comparable to other local bookstores with good reputations, including textbook availability, competitive pricing, payment options, refunds, and guarantees of customer satisfaction

The bookstore’s website is in all respects comparable to other Internet bookstores with good reputations, including textbook availability, competitive pricing, payment options, prompt delivery, refunds, and guarantees of customer satisfaction

Online to brick-and-mortar

No treatments, answers same questions in same order, but w/o instructions

The bookstore’s website uses rigorous security measures and state-of-the-art technology to assure that credit card numbers and personal information transmitted and stored electronically will remain safe, secure, and confidential

The same campus bookstore has a physical brick-and-mortar store on campus. The bookstore uses modern best-practices for safe and secure shopping, transactions, and customer confidentiality

The bookstore’s website is in all respects comparable to other Internet bookstores with good reputations, including textbook availability, competitive pricing, payment options, prompt delivery, refunds, and guarantees of customer satisfaction

The same campus bookstore has a physical “brick-and-mortar” store on campus. The bookstore is in all respects comparable to other local bookstores with good reputations, including textbook availability, competitive pricing, payment options, refunds, and guarantees of customer satisfaction

Appendix C: Factor analysis of vendor-based trust and technology-based trust

 

Factor 1

Factor 2

vtrust1

0.30384

0.53884

vtrust2

− 0.00441

0.67669

vtrust3

0.12389

0.63372

vtrust4

− 0.27091

0.80859

vtrust5

0.09047

0.69015

vtrust6

0.17197

0.501

vtrust7

0.20949

0.65332

vtrust8

0.31945

0.46205

ttrust1

0.72389

0.24072

ttrust2

0.87031

0.00605

ttrust3

0.86478

0.1194

ttrust4

0.9296

− 0.05548

  1. Bold values indicate items that are associated with a factor

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Wingreen, S.C., Mazey, N.C.H.L., Baglione, S.L. et al. Transfer of electronic commerce trust between physical and virtual environments: experimental effects of structural assurance and situational normality. Electron Commer Res 19, 339–371 (2019). https://doi.org/10.1007/s10660-018-9305-z

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