Validation of a Two Factor Structure for System Trust

Customers assess a company's ability to meet their needs based upon service interactions with that company. The growth of the Internet as an information transfer medium has dramatically increased reliance on communication between a human and a computer during service interactions. Although trust is known to be an integral part of customer experience during human-to-human interactions, it has been suggested that even when service is provided by an inanimate entity, trust remains a relevant factor. This study evaluated a tool purporting to measure system trust during automated service interactions. Participants completed an auto rate quote via one of two insurers' websites. A two-factor structure was uncovered. The scale exhibited strong internal consistency, sensitivity to objective task success, and was significantly related to several other customer experience measures. The results provide convergent evidence that the scale is a valid and reliable tool for describing customers' experiences during automated interactions.

[1]  Cees J. H. Midden,et al.  The effects of errors on system trust, self-confidence, and the allocation of control in route planning , 2003, Int. J. Hum. Comput. Stud..

[2]  Thomas B. Sheridan,et al.  TRUSTWORTHINESS OF COMMAND AND CONTROL SYSTEMS , 1988 .

[3]  A. P. Macdonald,et al.  Self-Disclosure and Two Kinds of Trust , 1972, Psychological reports.

[4]  John D. Lee,et al.  Trust, self-confidence, and operators' adaptation to automation , 1994, Int. J. Hum. Comput. Stud..

[5]  S. Hunt,et al.  The Commitment-Trust Theory of Relationship Marketing , 1994 .

[6]  Mark R. Lehto,et al.  Foundations for an Empirically Determined Scale of Trust in Automated Systems , 2000 .

[7]  Ann M. Bisantz,et al.  Assessment of operator trust in and utilization of automated decision-aids under different framing conditions , 2001 .

[8]  Domenic Sculli,et al.  The role of trust, quality, value and risk in conducting e-business , 2002, Ind. Manag. Data Syst..

[9]  Jon M. Hawes,et al.  To know me is to trust me , 1994 .

[10]  Mark S. Johnson,et al.  The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships , 1999 .

[11]  Chris Manolis,et al.  The Influence of Product Customization and Supplier Selection on Future Intentions: The Mediating Effects of Salesperson and Organizational Trust , 2001 .

[12]  Joyce Seelen,et al.  Psychological Determinants for Consumer Trust in E-Retailing , 2001 .

[13]  J. Rotter.  Interpersonal trust, trustworthiness, and gullibility. , 1980 .

[14]  Colin G. Drury,et al.  Towards an Empirically Determined Scale of Trust in Computerized Systems: Distinguishing Concepts and Types of Trust , 1998 .

[15]  Thomas S. Tullis,et al.  A Comparison of Questionnaires for Assessing Website Usability , 2004 .

[16]  F. Dwyer,et al.  Developing Buyer-Seller Relationships , 1987 .

[17]  John D. Lee,et al.  Trust in Automation: Designing for Appropriate Reliance , 2004, Hum. Factors.

[18]  James R. Lewis,et al.  Psychometric Evaluation of the PSSUQ Using Data from Five Years of Usability Studies , 2002, Int. J. Hum. Comput. Interact..

[19]  Ewald A. Kaluscha,et al.  Empirical research in on-line trust: a review and critical assessment , 2003, Int. J. Hum. Comput. Stud..

[20]  Carl W. Turner,et al.  The Effects of Service Availability and Recognition Errors on Trust in Voice User Interfaces , 2005 .

[21]  S. Hart,et al.  Development of NASA-TLX (Task Load Index): Results of Empirical and Theoretical Research , 1988 .