Perceived trustworthiness in using B2B digital services

The purpose of this paper is to examine how the perceived trustworthiness of a B2B service provider relates to a business customer’s intention to use digital services from that provider. The study investigates whether perceived trustworthiness, composed of ability, integrity and benevolence, explains behavioral intentions equally among all business customer segments, and how characteristics such as job level, decision-making role, technology readiness age and gender moderate these effects.

Drawing on a model of trust transfer mechanism, the study explores how perceived trustworthiness established in face-to-face interaction influences the use of digital services in making B2B purchases. Hypotheses are tested using a sample of 1,866 responses collected from customers of four B2B firms.

Ability is the most influential on the customer’s intention to transact through digital channels, while the effects of integrity and benevolence show more variation. The effect of perceived trustworthiness on the intention to use digital services is remarkably stronger among senior and middle management, high-level decision makers, the younger age segment, men and individuals high in technology readiness, compared to other segments studied.

The study contributes to the scant research on B2B customer behavior in the digital environment and incorporates individual characteristics specific to the industrial domain.