Building trust: An examination of the impacts of brand equity, security, and personalization on trust processes

The over-arching purpose of this research is to broaden the study of trust as it applies to developing stable relationships in electronic environments. Previous research has investigated many aspects of trust, but has not looked at the incremental development of it. This may be because methods are difficult to develop that study process models and concepts are difficult to operationalize that influence the incremental progression of variables.; Previous empirical research identifies antecedents that emerge to enhance initial perceptions of trust. These may possibly influence the progression of trust to deeper levels. More conceptual work identifies antecedents that swiftly cultivate trust, allowing for stable relationships to develop more quickly. The antecedents investigated in this study are the use of security symbols, trustworthy brand names, and personalization techniques.; Developing and testing a process model using antecedents of trust offers one method to study trust development. This dissertation documents a longitudinal experiment that tested hypotheses of the process model, producing data sets that were analyzed using regression and Structural Equation Modeling (SEM).; The results of the study indicate that the use of security symbols and trustworthy brand names have a positive and lasting effect on trusting beliefs. The results also show that personalization has a decreasing and lasting effect on trusting beliefs. There was no support for the hypothesis that trust develops over time in electronic environments.