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Factors That Enhance Consumer Trust in Human-Computer Interaction: an Examination of Interface Factors and Moderating Influences

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Factors That Enhance Consumer Trust in Human-Computer Interaction: an Examination of Interface Factors and Moderating Influences University of Tennessee, Knoxville TRACE: Tennessee Research and Creative Exchange Doctoral Dissertations Graduate School 12-2002 Factors That Enhance Consumer Trust in Human-Computer Interaction: An Examination of Interface Factors and Moderating Influences Eun-Ju Lee University of Tennessee - Knoxville Follow this and additional works at: https://trace.tennessee.edu/utk_graddiss Part of the Business Administration, Management, and Operations Commons Recommended Citation Lee, Eun-Ju, "Factors That Enhance Consumer Trust in Human-Computer Interaction: An Examination of Interface Factors and Moderating Influences. " PhD diss., University of Tennessee, 2002. https://trace.tennessee.edu/utk_graddiss/2148 This Dissertation is brought to you for free and open access by the Graduate School at TRACE: Tennessee Research and Creative Exchange. It has been accepted for inclusion in Doctoral Dissertations by an authorized administrator of TRACE: Tennessee Research and Creative Exchange. For more information, please contact [email protected]. To the Graduate Council: I am submitting herewith a dissertation written by Eun-Ju Lee entitled "Factors That Enhance Consumer Trust in Human-Computer Interaction: An Examination of Interface Factors and Moderating Influences." I have examined the final electronic copy of this dissertation for form and content and recommend that it be accepted in partial fulfillment of the equirr ements for the degree of Doctor of Philosophy, with a major in Business Administration. David W. Schumann, Major Professor We have read this dissertation and recommend its acceptance: J. Tom Mentzer, Ernest Cadotte, Robert Mee Accepted for the Council: Carolyn R. Hodges Vice Provost and Dean of the Graduate School (Original signatures are on file with official studentecor r ds.) To the Graduate Council: I am submitting herewith a dissertation by Eun-Ju Lee entitled “Factors That Enhance Consumer Trust in Human-Computer Interaction: An Examination of Interface Factors and Moderating Influences.” I have examined the final electronic copy of this dissertation for form and content and recommended that it be accepted in partial fulfillment of the requirements for the degree of Doctor of Philosophy, with a major in Business Administration. David W. Schumann i Major Professor We have read this dissertation and recommend its acceptance: J. Tom Mentzer i Ernest Cadotte i Robert Mee i Accepted for the Council: Dr. Anne Mayhew ii Vice Provost and Dean of Graduate Studies (Original signatures are on file with official student records) FACTORS THAT ENHANCE CONSUMER TRUST IN HUMAN- COMPUTER INTERACTION: AN EXAMINATION OF INTERFACE FACTORS AND THE MODERATING INFLUENCES A Dissertation Presented for the Doctor of Philosophy Degree The University of Tennessee, Knoxville Eun-Ju Lee December 2002 Copyright © Eun-Ju Lee, 2002 All Rights Reserved ii ACKNOWLEDGEMENT I thank my teacher, Dr. David Schumann for his thoughtful and benevolent trust. I thank my Father, Dr. Kwang-Bae Lee and my Mother, Oak-Kyung Hwang for their thick and blind trust. I thank Jesus who trusted so much that he gave his own life. And now, it’s my turn - my turn to trust, thoughtfully, benevolently, thickly, blindly, and selflessly. iii ABSTRACT The Internet coupled with agent technology presents a unique setting to examine consumer trust. Since the Internet is a relatively new, technically complex environment where human-computer interaction (HCI) is the basic communication modality, there is greater perception of risk facing consumers and hence a greater need for trust. In this dissertation, the notion of consumer trust was revisited and conceptually redefined adopting an integrative perspective. A critical test of trust theory revealed its cognitive (i.e., competence, information credibility), affective (i.e., benevolence), and intentional (i.e., trusting intention) constructs. The theoretical relationships among these trust constructs were confirmed through confirmatory factor analysis and structural equation modeling. The primary purpose of this dissertation was to investigate antecedent and moderating factors affecting consumer trust in HCI. This dissertation focused on interface-based antecedents of trust in the agent-assisted shopping context aiming at discovering potential interface strategies as a means to enhance consumer trust in the computer agent. The effects of certain interface design factors including face human-likeliness, script social presence, information richness, and price increase associated with upgrade recommendation by the computer agent were examined for their usefulness in enhancing the affective and cognitive bases for consumer trust. In addition, the role of individual difference factors and situational factors in moderating the relationship between specific types of computer interfaces and consumer trust perceptions was examined. Two experiments were conducted employing a computer agent, Agent John, which was created using MacroMedia Authorware. The results of the two experiments showed that certain interface factors including face and script could affect the affective trust perception. Information richness did not enhance consumers’ cognitive trust perceptions; instead, the percentage of price increase associated with Agent John’s upgrade recommendation affected individuals’ cognitive trust perceptions. Interestingly, the moderating influence of consumer personality (especially feminine orientation) on trust perceptions was significant. The consequences of enhanced consumer trust included increased conversion behavior, satisfaction and retention, and to a lesser extent, self-disclosure behavior. Finally, theoretical and managerial implications as well as future research directions were discussed. iv TABLE OF CONTENTS CHAPTER 1. INTRODUCTION.................................................................................................. 1 Introduction...................................................................................................................................................... 1 Background ....................................................................................................................................................... 3 Agents as Computer Interfaces..........................................................................................................................3 Intelligent Agents on the Internet ................................................................................................................5 Conceptual Framework1...............................................................................................................................10 Trust .....................................................................................................................................................................10 Factors That Enhance Trust in Human-Computer Interaction.................................................................10 Interface Factors............................................................................................................................................11 Cognitive and Affective Bases for Trust ...................................................................................................12 Individual Difference Factors......................................................................................................................12 Situational Factors .........................................................................................................................................13 Consequences of Consumer Trust in Human-Computer Interaction ......................................................13 Purpose of This Dissertation .......................................................................................................................14 Organization of the Dissertation.................................................................................................................16 CHAPTER 2. THEORETICAL FRAMEWORK FOR CONSUMER TRUST IN HUMAN- COMPUTER INTERACTION .....................................................................................................18 Trust .................................................................................................................................................................18 Definitions of Trust...........................................................................................................................................19 Need for Trust ...............................................................................................................................................25 Antecedents of Trust.........................................................................................................................................26 Cognitive and Affective Bases for Trust ...................................................................................................28 The Interplay of Cognition and Affect......................................................................................................28 Consumer Trust on the Internet..................................................................................................................30 Problems of the Internet...................................................................................................................................31 Risks Involved in Internet-Based Human-Computer Interaction ........................................................32 Diffusion of
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