Trust and New Technologies
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Trust and New Technologies

Marketing and Management on the Internet and Mobile Media

Edited by Teemu Kautonen and Heikki Karjaluoto

Trust and New Technologies presents versatile new research that illustrates the different roles that trust plays in the marketing and management of new technologies.
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Chapter 13: Developing Pre-relational Trust in Technology Service Providers

Malliga Marimuthu and Alison M. Dean


Malliga Marimuthu and Alison M. Dean INTRODUCTION Over the last two decades, studies on technology adoption have been well documented, with a meta-analysis (Ma and Liu, 2004) and a review of empirical findings (Legris et al., 2003) providing substantial evidence of interest in the antecedents that predict adoption behaviour. Technology adoption is defined as a firm’s individual decision to either use or reject a specific system or service (Nijssen and Frambach, 2000). Understanding the antecedents to technology adoption is important because different antecedents may require different marketing approaches. Further, this understanding is especially important in the business-to-business (B2B) context since antecedents to technology adoption in B2B markets remain unclear and largely under-explored. Even though studies of technology adoption have widely examined the factors that may influence it, the influence of trust in service providers on technology adoption in the B2B context has received limited attention. Trust is a seminal construct in relationship marketing and has been emphasized as an impetus for technology adoption decisions (Bahmanziari et al., 2003). Trust plays a particularly important role in services because of the inability of the purchaser to test agreed quality standards, and the fact that business customers must rely directly on service providers’ integrity for appropriate levels of service delivery. Thus, service providers are under pressure to enhance trust by meeting specific customer-related and customer-perceived criteria, in order to develop and sustain relationships (Ligas, 2004). We are interested in the factors that contribute to this preliminary...

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