摘要
The paper mainly studies the influences of trust transfer on the establishment of consumers’ initial trust. Based on the theory of signal transmission and self-efficiency, the study builds a trust transfer model aiming at the same subject between different environments. The results shows that when the consumers’ perceived change of environment is little, prior successful experiences will improve the consumers’ perceptions of self-ability, which probably lowers the effect of bank’s role on the establishment of initial trust. Therefore, banks should cultivate consumers’ perceptions of their relative advantages in the original environment and thus improve the consumers’ dependency in the new environment to avoid the loss of consumers and build a long-term relationship.
The paper mainly studies the influences of trust transfer on the establishment of consumers’ initial trust. Based on the theory of signal transmission and self-efficiency, the study builds a trust transfer model aiming at the same subject between different environments. The results shows that when the consumers’ perceived change of environment is little, prior successful experiences will improve the consumers’ perceptions of self-ability, which probably lowers the effect of bank’s role on the establishment of initial trust. Therefore, banks should cultivate consumers’ perceptions of their relative advantages in the original environment and thus improve the consumers’ dependency in the new environment to avoid the loss of consumers and build a long-term relationship.
