Effects of cognitive and affective trust on online customer behavior

2019 ◽  
Vol 37 (1) ◽  
pp. 80-96 ◽  
Author(s):  
Plavini Punyatoya
Keyword(s):  
Consumer Trust ◽  
Equation Modeling ◽  
Online Retailing ◽  
Online Retailer ◽  
Cognitive Trust ◽  
Content Type ◽  
Affective Trust ◽  
Online Retailers ◽  
Indian Consumers ◽  
The Relationship

Purpose Although prior works in online retailing have addressed the influence of trust on customer responses, they conceptualized trust as a single dimension. Based on social-psychological literature and sociological literature, this study proposes that consumer trust in an online retailer has two principal forms: cognitive trust and affective trust. The purpose of this paper is to examine various factors influencing the development of each form of customer online trust and the subsequent effect on customer satisfaction (CS) and loyalty intention (LI). Design/methodology/approach Survey approach is employed to validate the research model. Data are collected from 334 Indian consumers and using structural equation modeling the causal pathways of the model are investigated. Findings The results show that cognitive trust and affective trust are empirically distinguished variables in online retailing context. Cognitive trust and affective trust are found to mediate the relationship between perceived website quality, security and privacy policy, prior-interaction experience, perceived e-tailer reputation and shared value and CS. CS also positively influences LI toward the online retailer. Practical implications The paper provides interesting insights about Indian consumers’ evaluation of online retailers. These useful insights would enable both international and national online retailers to develop and apply different strategies to improve customer trust, which is a key driver of CS and LI. Originality/value Drawing from signaling theory and organizational studies literature, this paper investigates the relationship between different antecedents and affect-based and cognition-based trust in online retailing context. In particular, this is the first study to examine multi-dimensional nature of consumer trust in online retailing context. Besides, this paper clearly shows that cognitive trust and affective trust are the mediating variables that positively affect CS toward online retailers and help in building strong customer LI.

Customer participation in services and employee innovative behavior

2018 ◽  
Vol 30 (4) ◽  
pp. 2112-2131 ◽  
Author(s):  
Minglong Li ◽  
Cathy H.C. Hsu
Keyword(s):  
Information Exchange ◽  
Interpersonal Trust ◽  
Customer Participation ◽  
Equation Modeling ◽  
Service Firms ◽  
Innovative Behavior ◽  
Content Type ◽  
Affective Trust ◽  
The Relationship ◽  
Innovative Behaviors

Purpose This paper aims to investigate the influence of customer participation in services on the innovative behaviors of employees. Although previous studies have acknowledged the importance of customers in service innovation and investigated how customer participation in product development teams affect innovation, the effect of mandatory customer participation in services on the employee innovative behavior has not been examined. In addition to addressing such gap, this study proposed the mediating role of interpersonal trust in the relationship between customer participation and employee innovative behavior and then tested the hypotheses in a restaurant context. Design/methodology/approach A total of 514 valid questionnaires were collected from frontline employees or entry-level managers in 25 well-known restaurants (including 14 hotels and 11 freestanding restaurants) in Beijing, China. The relationships among customer participation, interpersonal trust and employee innovative behavior were examined using structural models analyzed in AMOS 20.0. Findings The structural equation modeling results indicate that customers’ information and emotional participation in services significantly influence the innovative behavior of employees, whereas behavioral participation does not. In addition, a high level of interpersonal trust between customers and employees may increase employee innovative behaviors. Moreover, unlike cognitive trust, affective trust mediates the relationship between customer information or emotional participation and employee innovative behavior. Practical implications Findings indicate that service firms can encourage customers to participate actively in service co-creation; their participation in terms of information is encouraged to foster employee innovative behaviors by training employees and establishing an appropriate climate for information exchange. Moreover, service firms must pay attention to the emotions of customers during the service processes. Furthermore, the affective trust between customers and employees is significant to service firms, which need to take measures for employees to manage their relationships with customers well. Originality/value Based on the concepts of service marketing and organizational behavior, this study contributes to the research on customer–employee co-production and employee innovative behavior from an interdisciplinary perspective. The study reveals the influencing mechanism of customer participation on employee innovative behavior and contributes to the research on customer–employee interpersonal trust. Previous studies emphasized the importance of trust among work group members in innovation, while this study supports the association between customer–employee interpersonal trust and employee innovative behaviors.

Linking secure attachment to commitment: trust in supervisors

2016 ◽  
Vol 37 (3) ◽  
pp. 387-402 ◽  
Author(s):  
Selin Metin Camgöz ◽  
Pinar Bayhan Karapinar
Keyword(s):  
Attachment Style ◽  
Structural Equation ◽  
Model Comparison ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Secure Attachment ◽  
Multiple Mediation ◽  
Cognitive Trust ◽  
Content Type ◽  
The Relationship

Purpose – The purpose of this paper is to examine the relationship between a secure attachment style and affective commitment (AC) through the mediating roles of affective and cognitive trust in a direct supervisor. Design/methodology/approach – The study was conducted using the questionnaire answers of 357 private sector employees in various occupations. The statistical analysis was based on structural equation modeling. A multiple mediation model enabled us to investigate the specific indirect effects of each mediator. Findings – Results based on a model comparison showed that the employees’ affective trust in their supervisor fully mediated the relationship between a secure attachment style and AC. However, cognitive trust had no significant mediating effect on relationships between a secure attachment style and AC. Practical implications – Trust in supervisors should be monitored and supported during developmental interventions. Understanding the power of affective and cognitive trust in predicting attitudes can help shape more effective interventions to influence positive work attitudes, including AC. Originality/value – The study sheds new light on the literature by linking individual attachment to organizational attachment as the mediating role of two forms of trust in a supervisor.

The expatriate and local hotel general managers: differing approaches to employees’ loyalty

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yong-Ki Lee ◽  
Paresha N. Sinha ◽  
Soon-Ho Kim ◽  
Eric Melvin Swanson ◽  
Jae-Jang Yang ◽  
...  
Keyword(s):  
Knowledge Management ◽  
Structural Equation ◽  
Human Resources Management ◽  
Social Capital Theory ◽  
Equation Modeling ◽  
Employee Loyalty ◽  
Cognitive Trust ◽  
Content Type ◽  
Affective Trust ◽  
The Impact

PurposeHotels conducting international business are acknowledging the importance of an expatriate general manager (GM), to increase the effectiveness of their knowledge management system through the sharing of knowledge between expatriates and local employees. In the aspect of comparative leadership studies, this study attempts to compare and analyze the effects of knowledge sharing (KS) efforts, which are competencies of expatriate GMs and local GMs, on employee trust, organizational KS and employee loyalty.Design/methodology/approachData were collected from employees of 7 hotels managed by expatriate GMs among 16 franchising luxury (5-star) hotels, and from employees of 6 hotels operated by local GMs among 9 local luxury hotels located in Korea. Structural equation modeling method using SmartPLS 3.3.3 was used to analyze the data.FindingsExpatriate GM’s two-way KS influences affective trust but does not influence cognitive trust. Affective trust influences cognitive and organizational KS but does not influence employee loyalty. Cognitive trust does not influence organizational KS but influences employee loyalty. Finally, organizational KS significantly affects employee loyalty. In addition, in the analysis comparing the estimates between expatriate and local GM group, significant differences in groups were found for the impact of GM’s two-way KS on cognitive trust, for the impact of affective trust on organizational KS, for the impact of affective trust on employee loyalty and for the impact of cognitive trust on organizational KS.Practical implicationsThis study shows that knowledge management designs need to consider different effects of expatriate GMs’ and local GMs’ capabilities on employee attitudes and behavior considering cultural impacts. Expatriate GMs will greatly benefit their effort for KS by assuring employees that they are attentive to their needs, interests and problems.Originality/valueThis study not only contributes to the existing social capital theory but also provides managerial implications for human resources management in the hospitality field through a comparative study of KS efforts of expatriate and local GMs.

Impact of online social media activities on marketing of green products

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Meesha Gupta ◽  
Asif Ali Syed
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Green Products ◽  
Content Type ◽  
Online Social Media ◽  
Indian Consumers ◽  
Premium Price ◽  
Marketing Activities ◽  
The Relationship

Purpose The purpose of this paper is to identify, empirically analyze and validate the relationship between various social media marketing activities influencing the attitude of Indian consumers toward green products and their willingness to pay (WTP) a premium price for them. Design/methodology/approach Data was collected from 536 respondents who not only use various social media channels for purchases and gaining information but also prefer and buy green products across India. Exploratory factor analysis was done for the refinement and validation of the questionnaire items, and structural equation modeling was used to analyze the relationship among various variables. Findings The findings of the empirical study confer consumer’s attitude toward green products being shaped by four main social media marketing activities, namely, word of mouth, interaction, entertainment and customization, whereas trendiness was found to be insignificant toward predicting consumer’s attitude. The positive attitude so formed has a significant and positive impact on the willingness of consumers to pay a premium price for green products. Originality/value This research takes a lead in analyzing the construct WTP a premium for green products because this has been comparably less explored in Indian context. As spending a little extra by Indian consumers is a super sensitive issue, studying their willingness is therefore an important construct to be taken into account.

Understanding virtual community members’ relationships from individual, group, and social influence perspectives

2017 ◽  
Vol 117 (6) ◽  
pp. 990-1010 ◽  
Author(s):  
Wen-Hai Chih ◽  
Li-Chun Hsu ◽  
Dah-Kwei Liou
Keyword(s):  
Social Influence ◽  
Structural Equation ◽  
Structural Model ◽  
Virtual Community ◽  
Equation Modeling ◽  
Multiple Perspectives ◽  
Normative Influence ◽  
Cognitive Trust ◽  
Content Type ◽  
Affective Trust

Purpose The purpose of this paper is to explore a model of how people are influenced from the perspectives of individuals (cognitive trust and affective trust), group (sense of virtual community), and social influence (normative influence and information influence) factors. Design/methodology/approach This research adopts structural equation modeling to test the proposed model and the structural model shows a good fit. This research sample consists of 312 members who have used Facebook for at least six months. Findings The results indicate the following. Both cognitive trust and affective trust have effects on members’ sense of virtual community. Cognitive trust, affective trust, and sense of virtual community have effects on both normative influence and informative influence, respectively. Members in a virtual community could create a sense of virtual community via affective trust. Members’ sense of virtual community partially mediates between cognitive/affective trust and normative/informative influence. Originality/value This study investigates the multiple perspectives of the interpersonal interaction between individual, community, and social influence.

Trust and elderly users' continuance intention regarding mobile health services: the contingent role of health and technology anxieties

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Fanbo Meng ◽  
Xitong Guo ◽  
Zeyu Peng ◽  
Qiang Ye ◽  
Kee-Hung Lai
Keyword(s):  
Mobile Health ◽  
Health Anxiety ◽  
Equation Modeling ◽  
Continuance Intention ◽  
Cognitive Trust ◽  
Content Type ◽  
Affective Trust ◽  
Technology Anxiety ◽  
Elderly Users

PurposeMobile health (mHealth) services are considered an important means of relieving the problems of the aging population. The efficiency of mHealth services can be enhanced by engaging more elderly users and guaranteeing their continued use. However, limited attention has been directed toward investigating elderly users' continuance intention regarding mHealth services. The purpose of this paper is to explain elderly users' continuance intention by investigating the contingent role of technology anxiety and health anxiety on affective trust and cognitive trust.Design/methodology/approachSurvey data were collected from 232 elderly users to verify the research model and hypotheses based on structural equation modeling (SEM).FindingsThis study revealed that both affective and cognitive trust enhance elderly users' continuance intention regarding their use of mHealth services. Health anxiety strengthens the effect of cognitive trust but weakens the effect of affective trust with regard to continuance intention. Furthermore, technology anxiety strengthens the effect of affective trust but not the effect of cognitive trust with regard to continuance intention.Originality/valueThis study is one of the first to examine elderly users' continuance intention regarding mHealth services use from the perspective of affective and cognitive trust, thus enriching the extant literature on the use of mHealth services. Additionally, this study sheds light on the contingent effects of technology anxiety and health anxiety on affective and cognitive trust, which have been neglected by previous research.

What influences patients' willingness to choose in online health consultation? An empirical study with PLS–SEM

2020 ◽  
Vol 120 (12) ◽  
pp. 2423-2446
Author(s):  
Yan Wan ◽  
Yifan Zhang ◽  
Mengling Yan
Keyword(s):  
Positive Influence ◽  
Equation Modeling ◽  
Positive Interactions ◽  
Generic Model ◽  
Cognitive Trust ◽  
Content Type ◽  
Affective Trust ◽  
Health Consultation ◽  
Online Trust ◽  
Significant Positive Influence

PurposeOnline trust is a key factor for successful online transactions. To some extent, online health consultation can be considered an online transaction. Owing to the unique physician–patient relationship, patients' choice of physicians within an online health consultation setting may not only be based on rational judgments but also considerably affected by their feelings. Hence, the purpose of this study was to explore which physicians' attributes affect patients' cognitive and affective trust in physicians, as well as how these two variables and their association affect patients' willingness to choose.Design/methodology/approachBased on the broad conceptual framework of online trust, this paper proposed a set of hypotheses that were tested through analyzing survey data using structural equation modeling techniques.FindingsResults showed that physicians' ability had a significant positive influence on patients' cognitive trust in the physician; physicians' integrity and benevolence had a significant positive influence on patients' affective trust in the physician; cognitive and affective trust had a significant positive impact on patients' willingness to choose and there were significant positive interactions between affective and cognitive trust.Originality/valueThis study theoretically enriches the generic model of online trust. From the practical perspective, it will provide physicians working in online health consultation platforms and relevant practitioners with baseline information on the topic and advice for decision-making toward service enhancement and clientele improvements.

Differentiating two facets of trust in colleagues

2019 ◽  
Vol 41 (1) ◽  
pp. 88-100
Author(s):  
Yidong Tu ◽  
Yangmei Zhang ◽  
Xinxin Lu ◽  
Shuoli Wang
Keyword(s):  
Knowledge Sharing ◽  
Ethical Leadership ◽  
Design Methodology ◽  
Mediating Effect ◽  
Mediating Effects ◽  
Cognitive Trust ◽  
Content Type ◽  
Affective Trust ◽  
The Relationship ◽  
Team Knowledge Sharing

Purpose The purpose of this paper is to examine the relationship between ethical leadership and employee cross-team knowledge sharing via the differentiating mediating effects of cognitive and affective trust in colleagues. Design/methodology/approach Multi-source and multi-wave data were collected from 214 dyads of employees and their supervisors. Linear regression was employed to examine the hypotheses. Findings Ethical leadership positively predicts employee cross-team knowledge sharing. Affective trust in colleagues mediates the relationship between ethical leadership and employee cross-team knowledge sharing, whereas cognitive trust in colleagues does not. The hypothesis – the mediating effect of affective trust in colleagues between ethical leadership and cross-team knowledge sharing is greater than that of cognitive trust in colleagues – is not supported. Originality/value This study extends understanding of the influence of ethical leadership on cross-team knowledge sharing. It further differentiates cognitive and affective trust in colleagues between ethical leadership and cross-team knowledge sharing. These findings are valuable for improving the research of leadership practices and knowledge sharing.

User experience sharing

2018 ◽  
Vol 52 (5/6) ◽  
pp. 1154-1184 ◽  
Author(s):  
Tom Chen ◽  
Judy Drennan ◽  
Lynda Andrews ◽  
Linda D. Hollebeek
Keyword(s):  
User Experience ◽  
Online Communities ◽  
Structural Equation ◽  
Online Survey ◽  
Mobile App ◽  
Equation Modeling ◽  
Content Type ◽  
Key Driver ◽  
The Relationship ◽  
Level Of Effort

PurposeThis paper aims to propose user experience sharing (UES) as a customer-based initiation of value co-creation pertaining to service provision, which represents customers’ level of effort made for the direct benefit of others in their service network. The authors propose and empirically examine a user experience sharing model (UESM) that explicates customer-to-customer (C2C) UES and its impacts on firm-desired customer-based outcomes in online communities.Design/methodology/ApproachBased on an extensive review, the authors conceptualize UES and UESM. By using online survey data collected from mobile app users in organic online communities, the authors performed structural equation modeling analyses by using AMOS 24.FindingsThe results support the proposed UESM, showing that C2C UES acts as a key driver of both firm-desired customer efforts and customer insights. The results also confirmed that service-dominant (S-D) logic-informed motivational drivers exert a significant impact on C2C UES. Importantly, C2C UES mediates the relationship between S-D logic-informed motivational drivers and firm-desired customer-based outcomes.Originality/valueThis study offers a pioneering attempt to develop an overarching concept, UES, which reflects customers’ initiation of value co-creation, and to empirically examine C2C UES. The empirical evidence supports the key contention that firms should proactively facilitate C2C UES.

The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Halil Erdem Akoglu ◽  
Oğuz Özbek
Keyword(s):  
Brand Loyalty ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Trust ◽  
Content Type ◽  
Sports Industry ◽  
Brand Resonance ◽  
Positive Direct ◽  
The Relationship

PurposeAdopting the brand resonance approach, this research aimed to reveal the effect of emotional (perceived quality) and rational (brand trust) factors between brand experience and brand loyalty.Design/methodology/approachThis article uses the brand resonance model to examine the above-mentioned relationship. The sample of the study consisted of 385 sports consumers between the ages of 18 and 65 years. An online survey was used to collect data and surveys were delivered to sports consumers via social media. Using SmartPLS 3.0 software, a partial least squares structural equation modeling analysis was conducted in this study.FindingsThe results support the hypotheses and demonstrate the importance of quality and trust in building customer loyalty for companies in the sports industry. Brand experience has a positive direct effect on perceived quality, brand trust and brand loyalty. It has been revealed that there is an important intermediary role of perceived quality and brand trust that manages the relationship between customers' brand experience and brand loyalty.Practical implicationsThe findings of this study are essential for brands that want to develop and are included in the sports industry in the online shopping environment, which increases with the development of technology to create long-term loyalty in customers.Originality/valueIt reveals two mediating roles in the relationship between brand experience and brand loyalty, namely perceived quality and brand trust. These research results help to understand the processes of shaping the loyalty of sports consumers towards sports brands. Unlike previous studies, it examines this relationship in the sports industry by adding new mediator variables and contributes to the development of the model.

Sign in / Sign up

Export Citation Format

Share Document