research context
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Drakoulis Martakos Assistant Professor. Trust and Virtual Communities. Research Context. Information Systems. Information Systems …. … to refer to information and data handling activities in human organizations … Avgerou & Conford 1993 - PowerPoint PPT PresentationTRANSCRIPT
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 11
Research ContextResearch Context
Information SystemsInformation Systems
Drakoulis MartakosDrakoulis Martakos
Assistant Professor Assistant Professor
Trust and Virtual CommunitiesTrust and Virtual Communities
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 22
Information Systems …Information Systems …
… … to refer to information and data handling activities in human organizations … to refer to information and data handling activities in human organizations … Avgerou & Conford 1993Avgerou & Conford 1993
… … are social systems whose behavior is heavily influenced by the goals, values are social systems whose behavior is heavily influenced by the goals, values and beliefs of individuals and groups as well as the performance of technology. and beliefs of individuals and groups as well as the performance of technology. … is not deterministic … does not fit any formal algorithmic … … is not deterministic … does not fit any formal algorithmic … Angell & Angell & Smithson 1991Smithson 1991
… … an integrated, user-machine system for providing information to support an integrated, user-machine system for providing information to support operations, management and decision making in an organization … operations, management and decision making in an organization …
Davis & Olson 1983Davis & Olson 1983
… … is an application of computing and communication technology to meet a is an application of computing and communication technology to meet a defined need. … is to collect, process, store, transfer and disseminate defined need. … is to collect, process, store, transfer and disseminate information. … from and to persons, … measuring and control devices … information. … from and to persons, … measuring and control devices … British Computer SocietyBritish Computer Society
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 33
Information Systems ContextInformation Systems Context
PurposefulnessPurposefulness Goal direction and defined needsGoal direction and defined needs Technology Technology Information and its flowInformation and its flow Relationship with some organization as the Relationship with some organization as the
hosting environmenthosting environment Distinct components (procedures, Distinct components (procedures,
technology, people)technology, people)
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 44
What, why and howWhat, why and how
Basic ResearchBasic Research
Applied ResearchApplied Research
Social IssuesSocial Issues
PoliticsPolitics
Information SystemsInformation SystemsInformation SystemsInformation Systems
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 55
EnvironmentEnvironment
OrganizationOrganization
A possible definition ???A possible definition ???
PeoplePeople
ProceduresProcedures
TechnologyTechnology
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 66
I.S. FoundationI.S. Foundation C. W. Churchman (1976): “The design of inquiring systems”C. W. Churchman (1976): “The design of inquiring systems” Checkland P. (1981): “Systems Thinking, Systems Practice”Checkland P. (1981): “Systems Thinking, Systems Practice” Hammer M. (1990): “Re-engineering work: Don’t automate, obliterate” Hammer M. (1990): “Re-engineering work: Don’t automate, obliterate” Davenport T., Short J. (1990): “The New Industrial Engineering: Information Davenport T., Short J. (1990): “The New Industrial Engineering: Information
Technology and Business Process Redesign”Technology and Business Process Redesign” Hammer M.& Champy J. (1993) : “Reengineering the corporation: A Hammer M.& Champy J. (1993) : “Reengineering the corporation: A
manifesto for business revolution”manifesto for business revolution” Winograd T. (1993) “A language/action perspective on the design of Winograd T. (1993) “A language/action perspective on the design of
cooperative work”cooperative work” Walsham G. (1993): “Interpreting Information Systems in organizations” Walsham G. (1993): “Interpreting Information Systems in organizations” Straub W. (1994): “Normative standards for I.S. research”Straub W. (1994): “Normative standards for I.S. research” Walsham G. (1995): “Interpretive case studies in IS research: nature and Walsham G. (1995): “Interpretive case studies in IS research: nature and
method”method” ………………
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 77
I.S. communityI.S. community AIS (Association for Information Systems), AIS (Association for Information Systems), ACM (Association for Computer Machinery), ACM (Association for Computer Machinery), IFIP TC11 (International Federation for Information IFIP TC11 (International Federation for Information
Processing)Processing) AIM (Association for Information and Management)AIM (Association for Information and Management) ICIS – International Conference on Information SystemsICIS – International Conference on Information Systems ECIS – European Conference on Information SystemsECIS – European Conference on Information Systems AMCIS – America’s Conference on Information SystemsAMCIS – America’s Conference on Information Systems PACIS – Pacific Conference on Information SystemsPACIS – Pacific Conference on Information Systems RSEEM (Research Symposium on Emerging Electronic RSEEM (Research Symposium on Emerging Electronic
Markets)Markets) McMaster Business Conference (Canada)McMaster Business Conference (Canada)
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 88
I.S. Research Design I.S. Research Design
Context Context
DefinitionDefinition
Context Context
DefinitionDefinition
Hypotheses Hypotheses
FormulationFormulation
Hypotheses Hypotheses
FormulationFormulation
Measurement Measurement
InstrumentInstrument
DevelopmentDevelopment
Measurement Measurement
InstrumentInstrument
DevelopmentDevelopmentMeasurement Measurement
Instrument Instrument
ValidationValidation
Measurement Measurement
Instrument Instrument
ValidationValidationEmpirical Empirical
TestingTesting
Empirical Empirical
TestingTesting
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 99
Today’s Lecture …Today’s Lecture …
The research question:The research question:
Could we build trust in e_services ???Could we build trust in e_services ???
To come to an answer…To come to an answer… Trust in Business environments & e-commerceTrust in Business environments & e-commerce Trust definition, constructs & building processes Trust definition, constructs & building processes Modeling Trust Formation in E-Commerce SystmesModeling Trust Formation in E-Commerce Systmes
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 1010
Trust in business environmentTrust in business environment
Relationships Relationships Marketing activities are directed toward Marketing activities are directed toward
establishing, developing and maintaining establishing, developing and maintaining successful relational exchanges successful relational exchanges
Trust Trust Central to all relational exchangesCentral to all relational exchanges Key mediating variable for relationship’s success Key mediating variable for relationship’s success Marketing toolMarketing tool
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 1111
Commitment & trustCommitment & trust (16, 17, 18 ΟΧΙ) (16, 17, 18 ΟΧΙ)
Relationship commitment and trust are Relationship commitment and trust are key mediating variables of relationship key mediating variables of relationship marketing (KMV model)marketing (KMV model)
ThreeThree determinants of trust determinants of trust Shared values (Shared values (κοινές αξίεςκοινές αξίες)) Communication Communication (επικοινωνία)(επικοινωνία) (non) Opportunistic behaviour(non) Opportunistic behaviour
(μη ωφελιμιστική συμπεριφορά)(μη ωφελιμιστική συμπεριφορά)
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 1212
Customer Relationships Customer Relationships & & E-Commerce E-Commerce ((1717))
The customer is in control The customer is in control (έλεγχος από τον (έλεγχος από τον καταναλωτή)καταναλωτή)
Customer acquisition is not enoughCustomer acquisition is not enough, ... , ... Relationships …Relationships …
… … new asset categorynew asset category ... νέα κατηγορία πόρων... νέα κατηγορία πόρων
… … a capitala capital ... κεφάλαιο... κεφάλαιο
… … an investmentan investment… … επένδυσηεπένδυση
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 1313
Customer Relationships Customer Relationships & & E-Commerce E-Commerce ((1818))
Loyalty (Loyalty (αφοσίωση)αφοσίωση) Economic necessity (Economic necessity (οικονομική ανάγκη)οικονομική ανάγκη) Competitive necessityCompetitive necessity (ανταγωνιστική ανάγκη) (ανταγωνιστική ανάγκη)
TrustTrust (εμπιστοσύνη) (εμπιστοσύνη) The sine qua non of the digital economyThe sine qua non of the digital economy (εκ των ουκ άνευ) (εκ των ουκ άνευ) The foundation for loyalty and long-term relationshipsThe foundation for loyalty and long-term relationships
(Θεμέλιο για την αφοσίωση και τις μακροχρόνιες σχέσεις) (Θεμέλιο για την αφοσίωση και τις μακροχρόνιες σχέσεις)
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 1414
Trust in E-Commerce (1/2)Trust in E-Commerce (1/2)
Literature survey and categorization Literature survey and categorization 5 categories5 categories
Trust in e-commerce system/applicationTrust in e-commerce system/applicationΕμπιστοσύνη στα συστήματα/εφαρμογέςΕμπιστοσύνη στα συστήματα/εφαρμογές
Trust in Internet shopping processTrust in Internet shopping processΕμπιστοσύνη στις διαδικασίες αγορών στο ιντερνετΕμπιστοσύνη στις διαδικασίες αγορών στο ιντερνετ
Trust in vendorTrust in vendorΕμπιστοσύνη στον Εμπιστοσύνη στον ““πωλητήπωλητή””
Trust between individualsTrust between individualsΕμπιστοσύνη μεταξύ ατόμωνΕμπιστοσύνη μεταξύ ατόμων
Firm trust in e-businessFirm trust in e-businessΕμπιστοσύνη στην ηλεκτρονική επιχείρησηΕμπιστοσύνη στην ηλεκτρονική επιχείρηση
Trust dimensionTrust dimensionss:: 1)1) DeterminantsDeterminants 2) 2) ApproachesApproaches 3) 3) ConsequencesConsequences
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 1515
Trust in E-Commerce (2/2)Trust in E-Commerce (2/2)
Whilst there is evidence of a general congruence regarding the Whilst there is evidence of a general congruence regarding the importance of trust for e-commerce success, most of the current importance of trust for e-commerce success, most of the current literature revolves around the literature revolves around the role of trust for therole of trust for the adoption of e-adoption of e-commercecommerce and does not provide an investigation of the and does not provide an investigation of the way in way in which trust can actually be developed and maintained.which trust can actually be developed and maintained.
The majority of studies mainly focus on understanding the The majority of studies mainly focus on understanding the needneed for trust, its for trust, its antecedentsantecedents and and consequencesconsequences and the and the barriersbarriers contributing to the lack of trust, emphasizing the contributing to the lack of trust, emphasizing the short-term, short-term, transactional perspectivetransactional perspective of e-commerce, and fail to address the of e-commerce, and fail to address the formation of trustformation of trust as a process and as a means for as a process and as a means for long-term long-term relationship building.relationship building.
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 1616
Trust in E-Commerce (2/2)Trust in E-Commerce (2/2)
Αν και είναι φανερή η ομοφωνία σχετικά με την σημασία της Αν και είναι φανερή η ομοφωνία σχετικά με την σημασία της εμπιστοσύνης για την επιτυχία του ηλεκτρονικού εμπορίου, το εμπιστοσύνης για την επιτυχία του ηλεκτρονικού εμπορίου, το μεγαλύτερομεγαλύτερο μέρος της έρευνας που έχει δημοσιευθεί αφορά στο μέρος της έρευνας που έχει δημοσιευθεί αφορά στο ρόλο της εμπιστοσύνης για την αποδοχή του ηλεκτρονικού ρόλο της εμπιστοσύνης για την αποδοχή του ηλεκτρονικού εμπορίουεμπορίου χωρίς να εξετάζει πως η εμπιστοσύνη μπορεί να χωρίς να εξετάζει πως η εμπιστοσύνη μπορεί να αναπτυχθεί και να διατηρηθεί.αναπτυχθεί και να διατηρηθεί.
Η πλειονότητα των ερευνών εστιάζει στην κατανόηση της Η πλειονότητα των ερευνών εστιάζει στην κατανόηση της ανάγκης για εμπιστοσύνη, τις προϋποθέσεις και τις συνέπειες ανάγκης για εμπιστοσύνη, τις προϋποθέσεις και τις συνέπειες άλλα και τα εμπόδια που συμβάλουν στην απουσία της, με άλλα και τα εμπόδια που συμβάλουν στην απουσία της, με έμφαση στη μικρού χρόνου συναλλακτική μορφή του έμφαση στη μικρού χρόνου συναλλακτική μορφή του ηλεκτρονικού εμπορίου και δεν ασχολείται με το σχηματισμό ηλεκτρονικού εμπορίου και δεν ασχολείται με το σχηματισμό εμπιστοσύνης σαν διαδικασία αλλά και σαν τρόπο δημιουργίας εμπιστοσύνης σαν διαδικασία αλλά και σαν τρόπο δημιουργίας μακροχρόνιων σχέσεων.μακροχρόνιων σχέσεων.
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 1717
Where can we find trust Where can we find trust relationships (internet) ??relationships (internet) ??
Virtual CommunitiesVirtual Communitiesi.e….i.e….
… … long term computer mediated communication among large long term computer mediated communication among large groups …groups …
… … (1) share a common focused interest (2) get to “know” each (1) share a common focused interest (2) get to “know” each other (3) participate over time …other (3) participate over time …
… … a group of people that meet …a group of people that meet …
… … people with shared interests … e-communication is the people with shared interests … e-communication is the primary way of communication …primary way of communication …
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 1818
V_communities and V_communities and E_Business, E_Commerce …E_Business, E_Commerce …
E_BusinessE_Business
The complex fusion of business processes, The complex fusion of business processes, enterprise applications and organization structure enterprise applications and organization structure to create a high performance business model …to create a high performance business model …
E_CommerceE_Commerce
Buying and selling over digital media .. Buying and selling over digital media ..
And the connection … :And the connection … :
… … business transaction business transaction relationshiprelationship …. ….
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 1919
Customer CommunitiesCustomer Communities
Inter-customer communicationInter-customer communication Sharing experiencesSharing experiences Common interestsCommon interests
Feeling of belongingFeeling of belonging ReferralsReferrals (συστάσεις) (συστάσεις) Social aspect of commercial Social aspect of commercial
transaction. transaction. Enable inter-customer contact Enable inter-customer contact
to promote trust and to promote trust and relationship buildingrelationship building
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 2020
What is trust?What is trust?
““A set of expectations shared by all those in an A set of expectations shared by all those in an exchange” exchange” - Zucker, 1986- Zucker, 1986
““A willingness to rely on an exchange partner in A willingness to rely on an exchange partner in whom one has confidence”whom one has confidence” - Moorman et - Moorman et al, 1993al, 1993
““An expectation that alleviates the fear that one’s An expectation that alleviates the fear that one’s exchange partner will act opportunistically”exchange partner will act opportunistically”
- Bradach & Eccles, - Bradach & Eccles, 19891989
““A set of expectations that tasks will be reliably A set of expectations that tasks will be reliably accomplished”accomplished” - Sitkin & Roth, - Sitkin & Roth, 19931993
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 2121
based on: based on:
McKnight et al., McKnight et al., (1996)(1996)Dertouzos et al., Dertouzos et al., (1989)(1989)Ganesan, (1994)Ganesan, (1994)
Shapiro, (1987) Shapiro, (1987)
Zucker, (1986) Zucker, (1986)
Williamson, (1991)Williamson, (1991)……………………………………………………… …………………
based on: based on:
McKnight et al., McKnight et al., (1996)(1996)Dertouzos et al., Dertouzos et al., (1989)(1989)Ganesan, (1994)Ganesan, (1994)
Shapiro, (1987) Shapiro, (1987)
Zucker, (1986) Zucker, (1986)
Williamson, (1991)Williamson, (1991)……………………………………………………… …………………
Trust constructs Trust constructs Disposition to trustDisposition to trust (προδιάθεση για εμπιστοσύνη) (προδιάθεση για εμπιστοσύνη) Institution-based trustInstitution-based trust (εμπιστοσύνη βασισμένη σε κανονιστικό (εμπιστοσύνη βασισμένη σε κανονιστικό
πλαίσιο)πλαίσιο) Trusting beliefsTrusting beliefs (πεποιθήσεις για την εμπιστοσύνη) (πεποιθήσεις για την εμπιστοσύνη)
BenevolenceBenevolence (καλή πρόθεση) (καλή πρόθεση) CompetenceCompetence (ικανότητα/δυνατότητα) (ικανότητα/δυνατότητα) Honesty/IntegrityHonesty/Integrity (τιμιότητα/ακεραιότητα) (τιμιότητα/ακεραιότητα) PredictabilityPredictability (προσδιορισιμότητα/προβλεψιμότητα) (προσδιορισιμότητα/προβλεψιμότητα)
Trusting intentionTrusting intention (πρόθεση για εμπιστοσύνη προς ...) (πρόθεση για εμπιστοσύνη προς ...) Trusting behaviorTrusting behavior (εμπιστοσύνη λόγω συμπεριφοράς ...) (εμπιστοσύνη λόγω συμπεριφοράς ...)
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 2222
What are the trust-building What are the trust-building processes ??processes ??
Calculative processCalculative process (διαδικασία υπολογισμού) (διαδικασία υπολογισμού) Prediction processPrediction process (διαδικασία πρόβλεψης) (διαδικασία πρόβλεψης) Capability processCapability process (διαδικασία (διαδικασία
ικανότητας/δυνατότητας)ικανότητας/δυνατότητας) Intentionality processIntentionality process (διαδικασία (διαδικασία
πρόθεσης/προδιάθεσης)πρόθεσης/προδιάθεσης) Transference processTransference process (διαδικασία μεταφοράς) (διαδικασία μεταφοράς) Credibility processCredibility process (διαδικασία αξιοπιστίας) (διαδικασία αξιοπιστίας)
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 2323
Summarizing …Summarizing …Customer trust in an E-Commerce company mightCustomer trust in an E-Commerce company might … …
… … be the result of the six trust building processes.be the result of the six trust building processes.
… … initially based … initially based …
on disposition to trust and on institution-based trust,on disposition to trust and on institution-based trust,
on the trusting beliefs about the business, including on the trusting beliefs about the business, including benevolence, competence, honesty, predictability,benevolence, competence, honesty, predictability,
and on a trusting intention towards the business.and on a trusting intention towards the business.
… … demonstrated by the customer’s trusting behavior anddemonstrated by the customer’s trusting behavior and
… … influenced by communication, shared values and lack of influenced by communication, shared values and lack of opportunistic behavior.opportunistic behavior.
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 2424
Can we build a model Can we build a model for Trust formation for Trust formation
in E-Commerce Relationships in E-Commerce Relationships ??????
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 2525
keep theprom ise
m ake theprom ise
enable theprom ise
Electronic servicescapeElectronic servicescape
Compression of time and spaceCompression of time and space An interactive environment for An interactive environment for
service encounters service encounters Integrates the separate but Integrates the separate but
partially overlapping functions partially overlapping functions of:of:
MakingMaking EnablingEnabling KeepingKeeping
promisespromises
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 2626
Transferenceprocess
Initialtrustingbeliefs
TrustingBeliefs
TrustingIntention
TrustingBehavior
Dispositionto trust
Institution-based trust
Make thepromise
Enable the promise
Keep thepromise
E-Servicescape
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 2727
C apabilityprocess
keep theprom ise
m ake theprom ise
enable theprom ise
pred ictab ilitycom petence
Pred ictionprocess
C alcu lativeprocess
beliefsconfidence
C redib ilityprocess
Intentionalityprocess
in tegrity/honesty
benevo lence
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 2828
Trust formation in e-servicescapeTrust formation in e-servicescape
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 2929
Can we design the trust formation Can we design the trust formation servicescapeservicescape
??????
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 3030
Electronic servicescapeElectronic servicescape
Web sites should be transformed to customer-Web sites should be transformed to customer-centric servicescapescentric servicescapes
An environment offering iterative reciprocal An environment offering iterative reciprocal interaction ideal for evolutionary nature of trust interaction ideal for evolutionary nature of trust formation based on the fulfillment of customer formation based on the fulfillment of customer promisespromises
Implemented as a three-dimensional virtual Implemented as a three-dimensional virtual environment using agent technologyenvironment using agent technology
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 3131
Agents and Virtual RealityAgents and Virtual Reality
How agent and virtual reality technologies How agent and virtual reality technologies can provide an environment for building can provide an environment for building trusting relationships?trusting relationships?
Realistic spatial representation of the Realistic spatial representation of the servicescape servicescape
Consistency with customer’s mental model of Consistency with customer’s mental model of physical experience physical experience
Customer navigation and actionCustomer navigation and action Development, communication and delivery of Development, communication and delivery of
promisespromises
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 3232
Agent-mediated virtual Agent-mediated virtual servicescapeservicescape
3D virtual shopping mall 3D virtual shopping mall Each store represents an e-commerce companyEach store represents an e-commerce company
populated by populated by avatars representingavatars representing CustomersCustomers SalespersonsSalespersons
Mall agentsMall agents Business agents Business agents
2 levels of interaction – making & 2 levels of interaction – making & enabling promisesenabling promises
3D virtual shopping mall 3D virtual shopping mall Each store represents an e-commerce companyEach store represents an e-commerce company
populated by populated by avatars representingavatars representing CustomersCustomers SalespersonsSalespersons
Mall agentsMall agents Business agents Business agents
2 levels of interaction – making & 2 levels of interaction – making & enabling promisesenabling promises
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 3333
Agent-mediated virtual Agent-mediated virtual servicescapeservicescape
Virtual RealityVirtual Reality 3D virtual environment comprised of virtual stores3D virtual environment comprised of virtual stores Customer and salesperson avatars Customer and salesperson avatars 3D virtual products with which customers can interact3D virtual products with which customers can interact
Mall agents – Making a promiseMall agents – Making a promise Need identification, merchant & product brokeringNeed identification, merchant & product brokering Present advertising messagesPresent advertising messages Perform searchPerform search Recommend best optionRecommend best option
Business agents – Enabling a promiseBusiness agents – Enabling a promise Product brokering, negotiationProduct brokering, negotiation Provide detailed information on products/servicesProvide detailed information on products/services Preview and interact with virtual productsPreview and interact with virtual products
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 3434
EnvironmentEnvironment
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 3535
Agent-mediated virtual Agent-mediated virtual servicescapeservicescape
In progress
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 3636
Research Research HypothesesHypotheses
InstitutionInstitution-based -based trusttrust
Initial Initial trusting trusting beliefs - beliefs - TransferreTransferredd
Trusting Trusting IntentioIntentionn
Trusting Trusting BehavioBehaviorr
Trusting Trusting BeliefsBeliefs
Make a Make a promisepromise
Enable a Enable a promisepromise
Keep a Keep a promisepromise
ReputatioReputationn
Disposition Disposition to trustto trust
H3H3H8H8H7H7H5H5
H9H9H6H6
H1H1
H2H2
H4H4H10H10
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 3737
H1H1 A consumer’s trusting intention towards an Internet vendor is positively related A consumer’s trusting intention towards an Internet vendor is positively related to the consumer’s disposition to trust. to the consumer’s disposition to trust.
H1a H1a A consumer’s trusting intention towards an Internet vendor is positively related A consumer’s trusting intention towards an Internet vendor is positively related to the consumer’s propensity to trust. to the consumer’s propensity to trust.
H1bH1b A consumer’s trusting intention towards an Internet vendor is positively related A consumer’s trusting intention towards an Internet vendor is positively related to the consumer’s attitude towards e-commerce.to the consumer’s attitude towards e-commerce.
H2H2 A consumer’s trusting intention towards an Internet vendor is positively related to A consumer’s trusting intention towards an Internet vendor is positively related to the consumer’s institution-based trustthe consumer’s institution-based trust
H2a A consumer’s trusting intention towards an Internet vendor is positively related H2a A consumer’s trusting intention towards an Internet vendor is positively related to the perceived (effectiveness of the legal framework regarding) security of to the perceived (effectiveness of the legal framework regarding) security of online transactionsonline transactions
H2b A consumer’s trusting intention towards an Internet vendor is positively related H2b A consumer’s trusting intention towards an Internet vendor is positively related to the perceived (effectiveness of the legal framework regarding) privacy of to the perceived (effectiveness of the legal framework regarding) privacy of consumer data in online transactions. consumer data in online transactions.
InstitutionInstitution-based -based trusttrust
Trusting Trusting IntentioIntentionn
Disposition Disposition to trustto trust H1H1
H2H2
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 3838
H3 A consumer’s initial trusting beliefs towards an Internet vendor are H3 A consumer’s initial trusting beliefs towards an Internet vendor are positively related to the Internet vendor’s reputation (transference positively related to the Internet vendor’s reputation (transference process)process)
H3aH3a The Internet vendor’s perceived benevolence is positively related The Internet vendor’s perceived benevolence is positively related to the Internet vendor’s reputation.to the Internet vendor’s reputation.
H3bH3b The Internet vendor’s perceived competence is positively related to The Internet vendor’s perceived competence is positively related to the Internet vendor’s reputation.the Internet vendor’s reputation.
H3cH3c The Internet vendor’s perceived integrity/honesty is positively The Internet vendor’s perceived integrity/honesty is positively related to the Internet vendor’s reputation.related to the Internet vendor’s reputation.
H3dH3d The Internet vendor’s perceived predictability is positively related The Internet vendor’s perceived predictability is positively related to the Internet vendor’s reputation.to the Internet vendor’s reputation.
Initial Initial trusting trusting beliefs - beliefs - TransferreTransferredd
ReputatioReputationn
H3H3
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 3939
Empirical testingEmpirical testing
Laboratory experimentLaboratory experiment Simulation of an e-servicescape using agent and Simulation of an e-servicescape using agent and
virtual reality technologies to provide a virtual e-virtual reality technologies to provide a virtual e-commerce customer experiencecommerce customer experience
Subjects: University students and academic staff, Subjects: University students and academic staff, acting as customers of the virtual e-commerce acting as customers of the virtual e-commerce environmentenvironment
Data collection through the use of a questionnaire Data collection through the use of a questionnaire – measurement instrument – measurement instrument
In progress
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 4040
Measurement instrumentMeasurement instrument
An instrument comprised of measures for each An instrument comprised of measures for each construct has been developed to empirically assess construct has been developed to empirically assess the hypothesized causal relationships the hypothesized causal relationships
Measures were developed to reflect the definition and Measures were developed to reflect the definition and the dimensions of constructsthe dimensions of constructs
Multiple item scales were generated, based on Multiple item scales were generated, based on Churchill’s paradigm (1979). Churchill’s paradigm (1979).
Items were developed Items were developed as suggested by Straub (1989)as suggested by Straub (1989) borrowed from borrowed from existing validated measuresexisting validated measures adapted with slight modifications where necessaryadapted with slight modifications where necessary
A pilot test will be conducted for A pilot test will be conducted for measurementmeasurement instrument validationinstrument validation
In progress
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 4141
Empirical testingEmpirical testing
Laboratory experimentLaboratory experiment
Simulation of an e-servicescape using agent and Simulation of an e-servicescape using agent and virtual reality technologies to provide a virtual e-virtual reality technologies to provide a virtual e-commerce customer experiencecommerce customer experience
Subjects: University students and academic staff, Subjects: University students and academic staff, acting as customers of the virtual e-commerce acting as customers of the virtual e-commerce environmentenvironment
Data collection through the use of a questionnaire Data collection through the use of a questionnaire – measurement instrument – measurement instrument
In progress
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 4242
Laboratory experiment: Laboratory experiment: LimitationsLimitations
Construction of experiment, controlled conditionsConstruction of experiment, controlled conditions
Context:Context: Restricted laboratory setting, not Restricted laboratory setting, not equivalent to real-world environmentequivalent to real-world environment
Sample: Sample: Computer science background, frequent Computer science background, frequent users of Internetusers of Internet
Validity of findings Validity of findings
Generalisation of findingsGeneralisation of findings
In progress
Drakoulis Martakos – University of Athens, Department of InformaticsDrakoulis Martakos – University of Athens, Department of Informatics & Telecommunications& Telecommunications Slide Slide 4343
Questions ???Questions ???