Strategies for building and communicating trust in electronic banking: A field experiment
通过实地实验，研究了电子银行网站上信息线索对客户信任感知的影响，发现结构保障和情境正常性机制能提升信任，银行需综合运用多种策略。
Abstract The strong association between the high levels of trust and the banking sector has not yet been translated in the electronic world to its full potential. For the future growth of e‐banking the issues of security and privacy must be removed. In an experimental setting, this study examines the effectiveness of potential trust‐building strategies for e‐banking and their impact on on‐line customers' perceptions of trustworthiness of the bank, by specifically focusing on the information clues presented on the bank's Web site. Structural assurance and situational normality mechanisms both had an impact on customers' trustworthiness perceptions, suggesting that banks need to use a portfolio of strategies to build the customer's trust. The results further suggest that communication of meaningful and timely information has the potential to influence customers' trusting intentions. © 2005 Wiley Periodicals, Inc.