An Examination of the Impacts of Brand Equity, Security, and Personalization on Trust Processes in an E Commerce Environment

This research broadens the study of trust as it applies to developing stable relationships in electronic environments. Prior studies have investigated many aspects of trust, but few have looked at its incremental development. Previous empirical research identifies antecedents to initial perceptions of trust that may 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, using regression and structural equation modeling, are the use of security symbols, trustworthy brand names, and personalization techniques. 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 and 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.