Xiaoyu Xu

1. Research Proposal Dynamic Trust Revision in e-service -----The Comparison between Finland and China XiaoyuXu

2. E-service • Rowley (2006) defined eService as: “eService is deeds, efforts or performances whose delivery is mediated by information technology (including the Web, information kiosks and mobile devices).

3. Decision supporting technology------Comparison Agent • According to Iresearch report (2008), the most common method for online consumers to quest information is search, 57.5% consumers check and makes comparison, 10.4% consumers will check and compare the other consumers’ commends. There are 68.3% customers used to compare the price of the products and 66.2% of them compare the brand.

4. online comparison agents are becoming increasingly available to provide the customers with shopping assistance to help them reduce the information overload and improve their decision quality (Wang& Benbasat, 2005). • Acting on behalf of the consumers, comparison agency will compare the products which are available on different websites, including the price, brand, and some of them provide the previous consumers commends.

9. Dynamic trust in E-service • Trust: Urban et al (2009) makes conclusion in their article of research potential: after evolving over decades ,although semantically differ, the definition of trust which can be distilled down to three dimensions: integrity, ability and benevolence has now reached general consistency.

10. Dynamic Nature of Trust • Trust is not only about one-time interactions. It has been recognized to be dynamic and continuous (Wicks, Berman and Jones, 1999). • Gefen and Pavlou suggest that continuity of eService contract relies on customers’ regular and almost “habitual” use of the service making the dynamics of trust building over time of critical importance to service providers (Gefen & Pavlou, 2006).

11. Multiple attributes to Trust • dispositional reason • institutional reason • heuristic reason • calculative reason • interactive reason • knowledge-based reasons

12. Conceptual Model • Figure 1 Attributes Model of Trust (at time T)

13. Figure 2.Attributes Model of Trust (at time T+1)

14. Methodology • Hence, in this research two comparison agents (http://www.google.cn/products, http://www.smarter.com.cn/ ) will be employed to deplore the dynamic trust. The research method will be laboratory experiment and data will be collected from three phases. Participants will be asked to search a mobile phone on both websites. During the procedure they will be asked to score their trust level (from 1-7) on both website and provide written answers to several open-ended questions to explain the reasons they trust or distrust. After the first lab experiment, the participants will be ask to write one assignment to record their perception of the trustworthy of the websites and the feeling of satisfaction. Then, all the participants who submit the assignments will participants the second phases. The participants will be asked to choose another mobile phone on both websites. Repeat the first phase and answer the questions which will be slightly changed. The written protocols will be coded to identify participants’ trust attributions and how the attributions affect trust belief evolve over time.

15. The importance of conducting research on trust in multiple regions • Urban et al. (2009) indicates that trust should be recognized as a global phenomenon. • Many firms are formulating global Internet strategies which require capturing the cross culture differences which is a high potential research area. • New technology increase the amount of information accessible for its users, however, users have to select what information they recognize according to their value(Hofstede,2001).

16. However, research on trust in e-commerce has mostly ignored the possible effects of national culture, although e-commerce is growing to be an international phenomenon (Gefen&Heart, 2006). • Gefen &Heart (2006) conducted the research in US and Israel to indicate that the dimensions of trust vary in different cultures in which four national culture dimensions: individualism-collectivism, power distance, uncertainty avoidance and masculinity were mentioned.

17. Individualism-collectivism dimension deals with the way society prefers to deal with complexity and its related value system of willingness on rely on strangers. When national culture is centered on the collective, it is said to exhibit low individualism or collectivism (Hofstede 1980a).In these cases people generally tend not to rely on strangers or trust them (Fukuyama, 1995).Finland scores 63 (63 in a 27 to 91 scale), located in the somewhere between collectivist and individualist (Hofstede, 2001), and Taiwan as one province of China is scored 17. • PDI (power distance index) encompass the attitude toward inequality in society. A higher PDI indicates acceptance of inequality as inherent in society. Empirical research on national culture and trust (sharer&O’Hara, 1995; Shane, 1992) has shown that customers from high PDI countries will express less trust towards service provider than will customers from low PDI countries. From 104 to 11, Finland scores on 33 and Taiwan scores on 58.The third dimension of national culture

18. Hofstede (1984) discusses is UAI(uncertainty avoidance index), defined as tolerance for uncertainty. Finland scores on 59 (from 23 to 112) and Taiwan scores on 69. The higher score of Taiwan imply that Taiwanese in general are more intolerant to uncertain situations than Finns. The forth of Hofstede’s dimensions is masculinity: the degree to which masculine behaviors, such as competitiveness and assertiveness, are considered desirable and acceptable. Finland scores on 26 and Taiwan scores on 45 (from 5 to 95). • From the four national dimensions index above, we could apply that Finland and China have different in committing the trust. Therefore, in this study, we will conduct the research in both regions to indentify the dynamic nature of trust.

19. Contribution to research and practice • This paper makes contributions to research and practice. Firstly, the findings would strengthen the dynamic natural of trust in the e-service context; also indentify the importance attributes of trust in different episodes. The findings would contribute to help practitioners to make different strategies for different customer according to their dynamic trust revision. Secondly, the findings would identify the differences of dynamic trust revision between two different countries. This is especially important when trust and e-commerce become a global phenomenon. The result would provide managerial implication to international online vendors. • Moreover, because the study is going to explore the dynamic nature in at least two different e-services, the result would be more generalized.

20. Future Research : E-service in the context of health information online • Madden &Fox (2006) pointed out that the use of the internet for obtaining health information has grown 80% percent or about113 million in USA. In China, there are more than 2000 health and medical websites and online platforms. Online platform is becoming one of the major sources to get the health related information. (Sciencenet.cn , 2011).

21. One of the most important elements of health care success is trust between the health care provider and those seeking health care (Corritore et al, 2007). Several researches explore the trust issue when health information goes online (Corritore et al, 2007, Sillence et al, 2004, Zahedi& Song, 2008, Bansal et al, 2007, Bansal et al 2010). However, firstly, very few of them concerns the situation of China which has the largest population in the world and also a potential research field, for example, in 2011, China is going to be the third largest medicine market just after USA and Japan. Secondly, several previous researches were conducted in certain websites without knowing how health consumers seek advice (Sillence, 2004).Thirdly, only few of them concerning the dynamic nature of trust during the seeking process.

22. During a five years research (2001-2005), Sillence et.al (2006) indicate that the largest respondents all over the world was the 25-35 age group in 2005 which are the younger main category than in 2000.And 15% of them were looking for advice on behalf of someone. The main motivation of getting health information online concerned about the quest for information or a desire to be in better control of health. Moreover, in the previous research, Sillence et.al (2004) claims that none of the participants used medical portal as a starting point for their search; instead, they used a variety of search engines and portal to search for information. Therefore, in the future study, we will try to conduct the laboratory experiment research in the university to explore the question: what are the important attributes of dynamic trust during the health advice seeking process?

23. Thank you!Questions?

24. Laboratory experiment instuction • The purpose of this study is to get your perception and opinions about your trust to the comparison agents in different time point. Please read each questions carefully and answer them according to your feel. Please note there is no right or wrong answer to the questions. You can seek information through the internet. Your perception are valuable for us.

25. Questionnaire • Score your trust level, 1-7 • Explain the reasons and point out which trust dimensions you think affect your trust level. • Are you satisfied with the visiting experience last time

26. Trust Measures • 1. trust belief--- competence The advisor understand the market they work in The advisor has the ability to understand my needs to compare the mobile phone The advisor is an expertise to compare the relevant information of the mobile phone • 2. trust belief---benevolence The advisor puts my interest first The advisor have good intention to me I expect the advisor • 3.trust belief---integrity The advisor provides unbiased product comparison information The advisor is honest I expect the advisor keep promises they make