The impact of uncertainty avoidance, social norms and innovativeness on trust and ease of use in electronic customer rel
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The impact of uncertainty avoidance, social norms and innovativeness on trust and ease of use in electronic customer relationship management Yujong Hwang
Received: 27 August 2008 / Accepted: 13 February 2009 / Published online: 28 February 2009 # Institute of Information Management, University of St. Gallen 2009
Abstract Social and individual factors and their relationships to trust in electronic customer relationship management (eCRM) are important topics for e-commerce designers and information systems researchers. In spite of several previous studies of online trust and consumer behavior, none has adequately examined the influences of social and individual factors on online trust in eCRM. In this paper, the relationships among uncertainty avoidance, social norms, personal innovativeness in IT, and multidimensions of online trust (integrity, benevolence, and ability) as well as perceived ease of use (PEOU) are tested, based on a PLS analysis with 209 student samples. Social norms influence all three dimensions of online trust, while uncertainty avoidance affects only the benevolence and ability dimensions. Personal innovativeness in IT affects PEOU, and PEOU influences all three dimensions of online trust. Theoretical and practical implications of these findings beneficial to our understanding of customer relationships in the electronic marketplace are discussed in the paper. Keywords eCRM . Online trust . Uncertainty avoidance . Social norms . Personal innovativeness in IT JEL classification M15
Responsible editor: Nicholas C. Romano, Jr. Y. Hwang (*) School of Accountancy and MIS, DePaul University, 1 E. Jackson Blvd., Chicago, IL 60604, USA e-mail: [email protected]
Introduction Online trust in electronic customer relationship management (eCRM) is an important topic for e-commerce designers and human–computer interaction researchers (Saeed et al. 2003c; Gefen et al. 2003; Birkhofer et al. 2000). In spite of several previous studies of online trust and consumer behavior (e.g., Gefen et al. 2003; Grazoli and Jarvenpaa 2000; Pennington et al. 2004; Jarvenpaa et al. 2000; Ba and Pavlou 2002; Gefen 2002a, b; Pavlou 2003; Bhattacherjee 2002; Paul and McDaniel 2004), none has adequately examined the influences of social and individual factors on online trust in eCRM. Individual factors for eCRM have been emphasized for the successful implementation of e-commerce (Leonard and Riemenschneider 2008). The role of various social factors involved in online trust for successful eCRM is an important research issue (McKnight et al. 2004). Schoder and Haenlein (2004) also emphasized a trust-based strategy for successful eCRM. Anecdotal evidence suggests that 30% to 75% of eCRM initiatives fail because organizations roll them out without assessing their social aspects (Simpson 2002). Based on a meta-analysis of online consumer behavior in 42 MIS articles published between 1995 and 2002, Saeed et al. (2003c) argued that social context variables and individual characteristics should be studied further to fully und
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