Does old school trust still apply?: A quantitative study in Sweden using concepts of original trust to highlight their function in a digitized world
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
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.
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.
Trust, Trust online, Ability, Benevolence, Internalised norms, Accountability, B2B, Online business.
IdentifiersURN: urn:nbn:se:lnu:diva-54005OAI: oai:DiVA.org:lnu-54005DiVA: diva2:939944
Subject / course
Business Administration - Marketing
Marketing, Master Programme, 60 credits
Devine, Åsa, Universitetslektor
Pehrsson, Anders, Professor