Empirical Assessment of Alternative Designs for Enhancing Different Types of Trusting Beliefs in Online Recommendation Agents

Author List: Wang, Weiquan; Benbasat, Izak;

Journal of Management Information Systems, 2016, Volume 33, Issue 3, Page 744-775.

competence, integrity, and benevolence are the three key trusting beliefs that are widely acknowledged in the trust literature. Drawing on users' different dispositional attribution of these trusting beliefs, we investigate the different influence of two sets of experiential reasons on the competence belief versus the benevolence and integrity beliefs in online recommendation agents (RAs). The two sets of experiential reasons encompass interactive reason, including three performance factors (namely, perceived cognitive effort, advice quality, and perceived strategy restrictiveness), and knowledge-based reason (i.e., perceived transparency of an RA). Data were collected through a laboratory experiment to test our hypotheses. Results demonstrate that the three performance factors affect only the competence belief, whereas perceived RA transparency influences all three trusting beliefs. In addition, the effects of perceived transparency on competence are partially mediated by perceived cognitive effort and advice quality. The research contributes to the trust literature by revealing the different antecedents of the three trusting beliefs and provides guidelines for designers to choose specific design elements to improve a particular trusting belief of the user toward an RA. > >

Keywords: advice quality ;cognitive effort ;decision support ;recommendation agent ;restrictiveness; transparency trust; trusting beliefs

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List of Topics

#172	0.219	trust trusting study online perceived beliefs e-commerce intention trustworthiness relationships benevolence initial importance trust-building examines discussed building future context transactions
#94	0.179	effort users advice ras trade-off recommendation agents difficulty decision make acceptance product loss trade-offs context perceived influence laboratory reasons consumers
#46	0.148	perceived transparency control design enjoyment experience study diagnosticity improve features develop consequences showing user experiential providing antecedents interface effects economy
#116	0.111	research study influence effects literature theoretical use understanding theory using impact behavior insights examine influences mechanisms specifically context perspective findings
#213	0.101	assimilation beliefs belief confirmation aggregation initial investigate observed robust particular comparative circumstances aggregated tendency factors examine stages uncertainty instead confidence
#10	0.080	strategies strategy based effort paper different findings approach suggest useful choice specific attributes explain effective affect employ particular online control