Two Worlds of Trust for Potential E-Commerce Users: Humans as Cognitive Misers

Liu, Ben Q.; Goodhue, Dale L.

doi:10.1287/isre.1120.0424

Cited by 111Technology Adoption and User BehaviourPrivacy, Security, and Data ProtectionUsability and User Interface Design

Two Worlds of Trust for Potential E-Commerce Users: Humans as Cognitive Misers

Liu, Ben Q., Goodhue, Dale L.·2012·Information Systems Research

DOI 10.1287/isre.1120.0424

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Abstract

In this paper we consider the impact of trust on a new visitor's intention to revisit a website, but instead of using the typical expectancy-value theories as our conceptual basis, we look at the issue from the perspective of cognitive complexity and “humans as cognitive misers.” Starting with the suggestion that it is cognitively taxing to distrust, we propose that in order to conserve on cognitive resources, once a new visitor has convinced him or herself that a website is “trustworthy enough,” that user will drop trustworthiness from their concerns and only consider other characteristics of the website (e.g., task-technology fit, aesthetic appeal, etc.) in determining their revisit intention. This leads to what we call a “trust tipping point” and two different worlds of trust. Above the tipping point revisit intention is constructed in one way, and below the trust tipping point it is constructed in a quite different way. This perspective results in very different recommendations for website designers as to the likely payoff from improving task-technology fit, aesthetic appeal, or trustworthiness, depending upon where their existing website stands relative to the trust tipping point. To test our hypotheses we used data from 314 student website users, and expanded a technique called piecewise regression (Neter et al. Applied Linear Statistical Models, 4th ed.) to allow us to analyze data as two different linear surfaces, joined at the tipping point. We found good support for…

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The presence of trust alone may not be universally sufficient for triggering customer transaction intentions.
“empirical studies reveal that the presence of trust alone may not be universally sufficient for triggering customer transaction intentions (Gefen and Pavlou 2006; Liu and Goodhue 2012; Van der Heijden et al. 2003).”
From Trust, Satisfaction, and Online Repurchase Intention: The Moderating Role of Perceived Effectiveness of E-Commerce Institutional Mechanisms1 (2014) · cites this paper as Liu and Goodhue 2012

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Authors: Liu, B. Q., & Goodhue, D. L.
Affiliations: Department of Information Systems, College of Business, City University of Hong Kong, Kowloon, Hong Kong SAR
University of Georgia (US)
Venue: Information Systems Research
Publisher: Institute for Operations Research and the Management Sciences (INFORMS)
Published: 2012-12
Volume: 23
Issue: 4
Pages: 1246-1262
ISSN: 1047-7047 (ISSN-L)
1526-5536
DOI: 10.1287/isre.1120.0424
OpenAlex: W1982830800
Cited by: 111
References: 53
Citations by year: 2026: 7 · 2025: 7 · 2024: 12 · 2023: 11 · 2022: 15 · 2021: 11 · 2020: 3 · 2019: 5 · 2018: 12 · 2017: 3 · 2016: 8 · 2015: 6 · 2014: 9 · 2013: 1 · 2012: 1
FWCI: 11.09
Type: journal article
Language: en
Open access: closed
Locations: Information Systems Research (publishedVersion)
Topics: Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
Social Sciences › Sociology and Political Science › Privacy, Security, and Data Protection
Physical Sciences › Computer Science › Human-Computer Interaction › Usability and User Interface Design
Keywords: e-commerce trust, revisit intention, cognitive complexity, cognitive load, website trustworthiness, task-technology fit, website aesthetics, piecewise linear regression

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Two Worlds of Trust for Potential E-Commerce Users: Humans as Cognitive Misers

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