Impact of Trust Belief on Download Intention of Bundled Freeware

Bundled freeware as a novel marketing strategy occupies a niche in online advertisement, though it harasses many people for incorporating the adware which is often assumed to potentially threaten security of applications. At present few researches touched on this business model because of imperceptibility to the industry. This paper illustrates the operation of revenue chain involving six stakeholders in this industry. Afterward the empirical analysis sheds light on the impact of users trust belief on the download intention of bundled freeware in the presence of three dimensions of trust: institution, cognition and competence. Eight constructs associated with those dimensions are identified to umbrella the denotation of influence. The analytical result deriving from the structural equation model developed indicates that cognition-based trust plays the core role in terms of influencing strength. Besides, quality of freeware is weighed much more than other constructs and may directly influence users decision of download.

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