Trust and the Strength of Ties in Online Social Networks: An Exploratory Field Experiment

Adolescents and Trust in Online Social Interactions: A Qualitative Exploratory Study

Social media have become increasingly embedded in adolescents' daily lives. Although these contexts have been widely studied, how trust in online relationships is built among adolescents is still an unexplored issue. By adopting the theoretical socio-cognitive model of trust, this study aims to explore the components of online trust as far as today's teenagers are concerned. The study involved 10 adolescents aged between 12 and 18 (M = 15.5). The data were collected using individual semi-structured, audio-recorded, and faithfully transcribed interviews. A deductive-inductive content analysis carried out with the NVivo10 software was performed on the textual material. Results show that adolescents seem to be aware of online trust value in "selecting" peers to be trusted. To protect themselves from the risks they are exposed to, they choose to interact with peers/friends who are already known in real life or are similar to them in terms of interests, ways of thinking, passions, and age. Additionally, others' competencies and willingness play an important role in adolescents' evaluations and decisions to rely on others online. The results of this study could be useful for developing awareness-raising interventions on the risks that adolescents are exposed to in order to promote "safe" relationships of trust and emphasize the possible positive use of technologies (e.g., by building online trust relationships using peer "safe" models).

Which antecedents contribute most to the loyal behaviour of online second-hand market shoppers?

Purpose

In the last 15 years, online sales of second-hand products have grown substantially due to changes in the economy, increasing interest in sustainability and the new opportunities offered by the alternative markets. However, little is known about the antecedents of customer retention in this particular online market. To this effect, the aim of this research is to bring new insights about what retains shoppers and creates loyal behaviour in this market by presenting a loyalty model based on expectancy-value theory and building on Olsen's satisfaction-loyalty model.

Design/methodology/approach

To achieve the above-mentioned purpose, a survey comprised of 507 respondents who had purchased second-hand products via an online platform during 2020 was used to test the model.

Findings

The results validate both the satisfaction-loyalty model and the mediator role of the fulfilment of expectations between perceived quality and satisfaction. The results also indicate that customer fulfilment of expectations depends only on the perception of product quality. Perceived product quality was also the dimension that most influenced satisfaction, followed by perceived vendor quality. Last, the dimensions that contributed most to loyal behaviour were satisfaction with the vendor and with the website.

Originality/value

The originality of this research lies in the validation of the unique satisfaction-loyalty model for online second-hand purchases. The value of this research is that it adds knowledge about effective strategies for platform owners and sellers to enhance customer satisfaction and loyalty in online second-hand markets.

Technology Adoption in the Digital Entertainment Industry during the COVID-19 Pandemic: An Extended UTAUT2 Model for Online Theater Streaming

While the digitalization of products and services in the entertainment industry has gained momentum in the last decades, online theater streaming is a relatively new phenomenon boosted by the COVID-19 restrictions, which created new market opportunities—and demand—for theaters’ online presence. This study investigates a new online platform providing theater streaming services in Hungary from a customer-centric, technology acceptance point of view. The survey-based study is designed to examine which factors of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model are—and were—relevant in the under-researched live performance art sector of the digital entertainment industry under the unprecedented, coercive conditions of pandemic lockdowns. The results of the partial least squares structural equation modeling (PLS-SEM) show that habit is the most influential factor of theater webcasting adoption (before hedonic motivations and price value), suggesting that the new habits formed during the COVID-19 lockdowns might serve as a basis of a sustainable digital business model for theatres in the post-pandemic era as well. The analysis also tested for potential generational differences between cohorts of users, finding no significant ones, which suggests that, under this specific set of social, technology and market conditions, all generations react similarly and are equally relevant for widening the customer base. Keeping in mind some limitations (self-reported and cross-sectional data), these empirical results can not only enrich the scientific body of knowledge but can also serve as the basis of future marketing and communication strategies developed by partitioners.

Design for Social Sharing: The Case of Mobile Apps

With millions of mobile apps available today, app developers find it challenging to generate consumer demand. The problem is particularly pronounced in the tail of the demand distribution, where the lack of awareness may deter a high-quality niche app from being successful. App developers can develop new features, incorporate social features to share information about their apps, and increase their relative demand. We evaluate the effect of social and nonsocial or intrinsic features on the demand for apps on the iOS platform. Our findings suggest that only niche apps can increase their demand by incorporating social features. We also find that social features that allow sharing on platforms with large audiences and stronger ties among users, such as Facebook, are most effective. Additionally, social features can increase the demand for all apps when these are introduced along with less common intrinsic features. However, low-quality niche apps should refrain from sharing information about such features on platforms with low tie strength, as this may hurt the demand. Our results demonstrate how social and intrinsic features can have a different impact on the demand of the apps based on their popularity.

Conflicting social influences regarding controversial information systems: the case of online dating

Purpose

Controversial information systems (IS) represent a unique context in which certain members of a user's social circle may endorse the use of a system while others object to it. The purpose of this paper is to explore the simultaneous and often conflicting roles of such positive and negative social influences through social learning and ambivalence theories in shaping user adoption intention of a representative case of controversial IS, namely online dating services (ODS).

Design/methodology/approach

The model was tested with two empirical studies using structural equation modeling techniques. The data of these studies were collected from 451 (Study 1) and 510 (Study 2) single individuals (i.e. not in a relationship).

Findings

(1) Positive social influence has a stronger impact on perceived benefits and adoption intention, while negative social influence exerts a greater impact on perceived risks; (2) positive and negative social influences affect adoption intention toward ODS differently, through benefit and risk assessments; and (3) ambivalence significantly negatively moderates the effects of social influences on adoption.

Originality/value

This study enriches and extends the IS use, ambivalence theory, prospect theory, and social learning theory research streams. Furthermore, this study suggests that it is necessary to focus on not only the oft-considered positive but also negative social influences in IS research.

Influence of Streamer's Social Capital on Purchase Intention in Live Streaming E-Commerce

The virtual display of products in e-commerce brings new problems of information asymmetry, and the overload of digital information also increases the difficulty of consumers' purchasing decisions. The real-time interaction between the streamer and the consumer during live streaming e-commerce will promote consumers' understanding of the product, reduce information asymmetry, and increase consumers' purchase intention. However, why do people trust the untouchable and unfamiliar streamers from live streaming e-commerce to purchase online? To understand this phenomenon, based on the perspective of the information asymmetry theory and parasocial relationship theory, this research identified how social capital affected purchase intention in live streaming e-commerce. Through a questionnaire survey of live viewers, the purchase intention model constructed by empirical testing was used. The findings showed that the streamer's professionalism, the reciprocal expectation of live streaming, and the viewer's parasocial relationship could effectively increase the viewer's purchase intention. The occurrence of a streamer's negative public events could significantly reduce the viewer's purchase intention. The scale of live streaming and the streamer's commitment had no significant impact on the viewer's purchase intention. Trust played an intermediary role between the streamer's professionalism and parasocial relationship and the viewer's purchase intention.

Influence of Streamer's Social Capital on Purchase Intention in Live Streaming E-Commerce

The virtual display of products in e-commerce brings new problems of information asymmetry, and the overload of digital information also increases the difficulty of consumers' purchasing decisions. The real-time interaction between the streamer and the consumer during live streaming e-commerce will promote consumers' understanding of the product, reduce information asymmetry, and increase consumers' purchase intention. However, why do people trust the untouchable and unfamiliar streamers from live streaming e-commerce to purchase online? To understand this phenomenon, based on the perspective of the information asymmetry theory and parasocial relationship theory, this research identified how social capital affected purchase intention in live streaming e-commerce. Through a questionnaire survey of live viewers, the purchase intention model constructed by empirical testing was used. The findings showed that the streamer's professionalism, the reciprocal expectation of live streaming, and the viewer's parasocial relationship could effectively increase the viewer's purchase intention. The occurrence of a streamer's negative public events could significantly reduce the viewer's purchase intention. The scale of live streaming and the streamer's commitment had no significant impact on the viewer's purchase intention. Trust played an intermediary role between the streamer's professionalism and parasocial relationship and the viewer's purchase intention.

Demystifying mobile banking apps security through gender, education, privacy, and trust intervention

The escalating of mobile banking apps has decongested the banking hall, especially in developing countries, and the penetration of mobile banking apps is crucial for both financial institutions and customers. This study reviewed existing relevant literature from the Web of Science to position this study well and dwelled on a theoretical foundation for the exposition of the interrelation of trust and privacy as an antecedent of mobile banking app security. The quantitative method was employed and banking customers data using SmartPLS 3.0 version with different data analysis techniques such as structural equation modelling, multigroup data analysis, interaction effects, and importance-performance analysis. This study results show the intervention of gender and education. It also indicates that the orientation and persuasion of banking customers to the point of higher trust is a determinant of security assurance of using mobile banking apps. This study discusses the theoretical and managerial impacts with the limitation of the study and projects into the future.

Multidimensional Observational Learning in Social Networks: Theory and Experimental Evidence

The unprecedented growth of social network users in the last decade has resulted in significant increases in the availability of individual-specific information such as holiday pictures, mobile check-ins at restaurants, and information on everyday purchases. Consumers shopping through social network channels are increasingly using this information in making their purchase decisions. We find that social ties impact the magnitude of observational learning. In the case of strangers, the effect of learning is stronger for vertically differentiated products than for horizontally differentiated products; whereas in the case of friends, the effect of learning for vertically differentiated products is similar to that for horizontally differentiated products. Moreover, the type of product impacts the magnitude of observational learning. For horizontally differentiated products, the effect of learning from friends is stronger than that from strangers; whereas for vertically differentiated products, the effect of learning from friends is similar to that from strangers. These findings provide motivation for online retailers to generate alternative strategies for increasing product sales through social networks. For example, online retailers offering horizontally differentiated products have strong incentives to cooperate with social media platforms (e.g., Instagram and Pinterest) in encouraging customers to share their purchase information.

OSS-Qual: Holistic Scale to Assess Customer Quality Perception When Buying Secondhand Products in Online Platforms

Online secondhand markets have been growing substantially over the last decade and are expected to grow further. In order to effectively promote the growth of online secondhand markets, this paper designs and validates a scale to assess customer perception of the service quality of secondhand products purchased via online platforms. Complementarily, the paper assesses how each of the different dimensions that configure the scale contributes to explaining the fulfillment of customers’ expectations. The scale is defined by 23 items and is arranged in 5 dimensions from the literature on online commerce as well as on the sharing economy. A sample of 200 questionnaires is used for exploratory factor analysis. A second sample of 507 users is used for confirmatory factor analysis. The quality perceived by online customers of secondhand products depends on the quality of the interactions that they have with the website, with the vendor, and with the product. The dimension that contributes the most to customer fulfillment of expectations is product quality. Findings identify the items that contribute the most to quality perception and fulfillment of expectations, facilitating the development of more effective strategies for platform owners and vendors who want to attract and retain customers of secondhand products. Complementarily, these findings are useful to businesses and governments that want to promote a more sustainable economy by reducing consumption of new products and promoting reutilization of existing ones.

Understanding trust on social networking sites among tertiary students: An empirical study in Ghana

User trust in social networking sites (SNS) has become an important issue in SNS discussions. This is because of its impact on knowledge sharing, social commerce, social interaction, among many others. However, information systems researchers have primarily explored the benefits of trust with little attention to its antecedents. In an attempt to address this knowledge gap, this study proposed a model that investigated the factors that promote trust among SNS users. Data was gathered from voluntary respondents using a questionnaire. A PLS-SEM analysis of 912 valid responses suggested that Norm of Reciprocity, Social Interaction Ties and Identification are significant factors that encourage Trust among SNS users. Shared Language was also identified to have impact on Norm of Reciprocity, Social Interaction Ties and Identification. The results of the study provide significant theoretical and practical contributions. They bridge the knowledge gap regarding the formation of Trust on SNS. The model evaluated explains 49.6% of the variance in Trust and thus suitable for analyzing the antecedents of Trust on SNS. Furthermore, with the significance of Identification, Social Interaction Ties and Norm of Reciprocity on Trust, SNS developers are tasked to offer SNS features that proliferate the formation of these factors as well as shared interpretations.

A Relational View of Psychological Empowerment and Sense of Community in Academic Contexts: A Preliminary Study

Scholars need to pay attention to understand the factors that shape the interactions between individuals and social groups. Constructs like Psychological Sense of Community (PSoC) and Psychological Empowerment (PE) are powerful constructs used to evaluate the antecedents and the consequences of individual attachment to social settings. In parallel, recent advances in network analysis show that the position occupied within whole networks and ego-centric networks are relational factors that affect the subjective perception of membership to social groups. Studies that are conducted in organizational and community settings show strong associations between PSoC and PE. However, these connections have rarely been evaluated within natural settings such as the classroom context. On the other hand, although the theoretic basis of PSoC and PE claims that both processes are formed in a relational way, there are few studies that empirically evaluate the effects of social connectedness on the emergence of PSoC-referred to the classroom-and PE referred to academic-task development. The aim of this research is to determine the effects that the position occupied in formal and informal exchange networks induce on PSoC and PE dimensions. Sixty-four students enrolled in a master degree program (women = 68.8%, Mean age = 26.09, SD = 3.88) participated in this cross-sectional study. Multivariate analyses and network analyses were performed to test the hypotheses under study. The main research finding is that PSoC and PE are synergistic constructs that mutually shape to each other. In relational terms, by sending several nominations in informal networks, it is possible to generate notable impacts on some PSoC dimensions, while receipt of a wide number of nominations in formal contact networks is associated with high levels of PE. In addition, individuals who present high levels of PE are located in the core of formal exchange networks. These results are discussed in order to design actions to increase PSoC and PE in postgraduate academic settings.