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Does old school trust still apply?: A quantitative study in Sweden using concepts of original trust to highlight their function in a digitized world 
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2016 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: Opportunities for companies to interact with both each other and

consumers expand drastically due to the everyday life that is getting more digital.

Something that is important for businesses is loyalty. In order to gain loyalty from a

customer, companies need to gain the customer’s trust first. Trust has a significant

role when business is conducted, but since there is a larger distance in an online

context where there is a lack of direct contact trust gets more vital.

Purpose: The purpose of this study is to explain the impacts of antecedents on trust in

an online B2B context.

Hypotheses:

H1: Ability has a positive impact on trust in an online B2B context

H2: Benevolence has a positive impact on trust in an online B2B context

H3: Internalised norms has a positive impact on trust in an online B2B context

H4: Accountability has a positive impact on trust in an online B2B context

Methodology: A quantitative research approach has been used and the empirical data

has been collected through a questionnaire.

Conclusion: The hypotheses are being rejected in the conclusion due to lack of

significance in the relationship between the concept trust online and the concepts:

ability, benevolence, internalised norms and accountability. Since there was no

relation the conceptual model was rejected as well.

Place, publisher, year, edition, pages
2016. , 63 p.
Keyword [en]
Trust, Trust online, Ability, Benevolence, Internalised norms, Accountability, B2B, Online business.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-54005OAI: oai:DiVA.org:lnu-54005DiVA: diva2:939944
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
Supervisors
Examiners
Available from: 2016-06-21 Created: 2016-06-20 Last updated: 2016-06-21Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
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