Research of Network bank's Customer Trust On the View of Web Site

1. 201O International Conference on Networking and Digital Society
Research of Network bank's Customer Trust On the View of Web Site
1
Wang Xiaoyan
1,2
XuZhiying
1, Management School of linan University 2, Business Administration Department of Guangdong
Guangzhou 510632, China University of Finance,
wxyI973313@126.com Guangzhou 510521, China
xuzhy99812@tom.com
Abstract-The web site trust could tum potential customers on the expectation that the other will perform a particular
to be actual ones, and could tum the actual ones to be the action important to the trustor, irrespective of the ability to
committed customers. Therefore, the study of the web site monitor or control that other party [2]. Mayer et al also
influence factors of customer trust on network bank is very indicate that the ability, integrity and benevolence of the trust
important. In this paper, the customers are divided into two objects are important basis for the trust subjects whether to
categories of potential customers and actual once, according trust. McKnight et al(1998,2002) made a distinction between
to their trust on the network bank. The research considered trust beliefs and trusting intentions [3][4]. There are trusting
that the influence factors of customer trust on network bank beliefs when the customers firmly believe that at least one
are different in different customer categories. At an early feature of the web site supplier could be favorable. The
stage when the customers get in touch with network bank, features include the supplier's ability, goodwill, honesty and
the influence factors mainly are website design and predictability. There are trusting intentions when the
information quality. After they chose the deal of network customers can't control the supplier, but they would like to
bank, the critical influence factors are security, usability and or be apt to depend on them. Corritore(2003) advanced that
usefulness. online trust are the relationship between individual
Key words- Network Bank; Customer Trust; Web Site; customers and the particular transactional web or
Trust Model information web [5]. LU Yaobin claims that cyber trust is the
trust when using electronic media, especially internet media
I. INTRODUCTION [6]. Cyber trust objects are more extended included
The first network bank named SFNB appeared on internet individual, organization, even the substance itself such as
in 1995.0nly after several months, visitor sessions approach technology and website et al. YU lianhong(2006) made a
to ten million. Its success made the other banks to see the comparison between offline trust and online trust. She
opportunities from network. And then, the rest banks rush to advanced that offline trust is relationship between
establish their own web sites. For more than ten years, most individuals or individual and organization, however online
of the bank web sites have developed into a platform of trust refers to electronic media, especially commercial
supplying information services, various kinds of trade and transaction by means of internet media [7].
value added service from the initial platform of information Obviously, the trust upon network bank from customers
publish. But there are many problems especially the online belongs to online trust. The customers choose network bank
trust have become bottleneck factors on the development of at the environmental risk online mainly because they esteem
the network bank. The census from CFCA in 2008 reveals the network bank to be worthy of trust.
that 58.2% of the users are not going to use network banks B. Researches Related Trust Between Web Sites and
because of distrust in the more than 80% individuals who are Customers
not network bank users [1].
Fogg claimed that the reality, usability, appropriability and
As is well known, trust is the precondition of trade. In the
customization can influence customer trust. Koufairs (2004)
trust relationship customers are the relying part and the
point out that the perceived usefulness and usability are
trusted parts are bank's web site which building bridges
important factors [8]. Wang(2005) indicated that the
beside the banks themselves. Therefore, it's a key issue to
dramatic design of web site such as selected pictures,
establish trusted web sites.
structure design such as its usability, content design such as
II. REVIEW OF THE RELATED REFERENCES band promotions and logo, social aspects design such as
media communication could influence on customer trust to a
A. Researches Related Online Trust large extent [9]. Calisir(2008) did some comparative
research between network bank and other 6 bank channels
In the area of E-Commerce , scholars have posed the
(traditional counter service, phone bank, branches in
concept of online trust and cyber trust. The concept of trust
marketplace, ATM, WAP, EFTPOS)from the view of young
Mayer et al (1995) defined trust as the willingness of a
customers [10]. By relevance analysis and cluster analysis
party to be vulnerable to the actions of another party based
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2. they found that lack of trust on the security of network bank network banks are very familiar with their own operational
is the main reason why they are reluctant to use network mechanism, products and services. On the contrary,
bank. Allow for the characteristics of network bank, JIAO customers belong to the short end. Customers deem it out of
Y ongbing(2008) brought customer trust factors into the question that the banks have preference of opportunism
technology acceptance model, and then they calculated and behavior by hiding some related contents or cheating. Thus,
verified customers adopting intention of network bank [11]. banks have to eliminate the information asymmetry for
They also emphasized that when banking sectors design winning customer trust. It is demanded that distribution
network systems, factors not only include usefulness and information must be objectively true, but should not be
usability, but also trustworthiness and risky. boastful. For example, network banks should present the
It can be seen from the researches above that indeed risk to customers when introduce their advantages. Second,
customer trust online could be subjected by factors related the information must be accurate. It refers to timeliness and
to the web site. Current researches mainly analyzed the integrality of the published information. Information often is
related factors from the static point of view. Actually, time-limited in part. Outdated information can bring
factors influencing customer trust would vary along with customers about side effects instead of help. The banking
familiarity of the customers with the web site. Thus, on base site must update in real time, for example revise the
of the research above, this paper makes a dynamic analysis exchange interest rate everyday according to market
on the network bank factors influencing on customer trust. variations. Otherwise, when customers find information out­
of-date or inaccuracy, they will be suspicious of the bank's
III. ANALYSIS ON WEB SITE FACTORS INFLUENCING ON
capability. Information integrality refers to
POTENTIAL CUSTOMER TRUST comprehensiveness and avoiding omission. Network banks
Before customers carry on consumer online, they shall are different with the traditional ones. Time-space
search for the related products and organizational separation makes customers excluded from face-to-face
information. Generally, they visit the network banks with services and inquiring. As a result, the information
the purpose to acquaint themselves with the scope of introduction must be integrated.
business, products, services and business process, or to Based on the above analysis, propose two hypotheses
inquire about deposit and lending rate, exchange rate market thereafter:
and bank policy. Thereby, the UI design and information HI: The better the UI design, the more trust potential
quality of the web site help to form potential customer trust customer place to the network bank.
importantly. H2: The better the web site quality, the more trust
potential customer place to the network bank.
A. Web Design Interface
Cognition-based trust is an important means of
establishing trust. It depends on rapid cognitive cues or first IV. ANALYSIS of WEB SITE FACTORS INFLUENCING ON
impression in interpersonal interactions. When customers ACTUAL CUSTOMER TRUST
visit the network bank, they would catch the trustworthy With the increasing of familiarity, a part of potential
information rapidly. Symbols influencing customer trust are customers come to open an online account, and become
mainly embodied in design elements of the web interface, actual customers. Generally, actual customers' motivation is
such as layouts, font, colors, word size, application making use of online trade and accessing to value added
connector and pictures. According to the information they services. They can get through payment, transferring
get, customers endow the web site with individual accounts, remitting and applying for loan, besides inquiring
characters, such as top rate, trustworthy, competent. about their account stats and transaction records by means
Accordingly, the site layout and its style can impress on of web query system. At the same time, they can get related
customers deeply, especially for the first visit. Once consultations and help in order to increase added value.
customers consider the web interface ragged and the layout Therefore, for the actual customers, the factors influencing
disordered, there would be no probability of trust. So it is their trust on network banks mainly include security,
the key of potential customer trust to distribute the elements usability and usefulness.
scientifically and reasonably. Empirical studies have shown
that the coherence of color tone and the picture authenticity A. The Security
can increase trust, and the logo location is very important The census about 10 developed cities from CFCA in 2007
because fluttering logo make customers feel it unauthentic. reveals that, in the nearly 62% of the nonusers of network
banks, 71.7% of them decide not to use because of its lower
B. Information Quality
security. When customers trade by means of network bank,
Information quality is reflected by two respects thereinafter: it refers to hypersensitive privacy information. They
First, the information should be real. At the present time, extremely worried about missing personal data when
Information asymmetry exists in the relationship between computer poisoned, data stolen in the process of
network banks and customers. As the prevailing party, transmission and their accounts attacked by hacker. For this
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3. reason, banks should reinforce their capability about dependence on the network bank, and he would like to
transaction security and privacy protection. At the same establish covenantal relationship with the bank. Whereas,
time, they still can promise to the customer security of the the customer will lose his trust, and finally give up the use
network technique. of network bank.
Based on the analysis above, propose three hypotheses
B. The Usability
thereafter:
As a self-service system, customers should operate by H3: The better security, the more customer trust in
themselves in network bank trade. Whether the customer network bank.
choose online trade could be affected by self-efficacy. The H4: The greater usability, the more customer trust in
so-called self-efficacy refers to individuals' subjective network bank.
judgments or beliefs of their ability to leverage the skills to H5: The greater usefulness, the more customer trust in
complete an activity, which represents their degree of network bank.
confidence in completion of an activity. Generally, people On the basis of HI, H2, H3, H4 and H5, this paper
will avoid the uncontrollable environment where they establishes a customer trust model below:
consider it exceed their capacity, but choose the controllable
V. CONCLUSIONS
environment. Thus, if the network banks are good at
designing navigation system clearly, human-computer Based on the theorizing studies, this paper establishes a
interaction, simplicity of operator and operation manual, the customer trust model under the view of web site. This
customer will consider them capable of controlling, and get model explains that at the establishment stage, it's important
more self-efficacy. Then a kind of affective trust on network to design interface with sense of closeness and provide
valuable information for potential customers because
bank has been established. In contrast, if the functions
attracting customer represents the primary mission at this
network banks supply are so verbose that the customers fill
stage. With the amount of actual customers increasing,
it difficult to use unless they devote too much time to study,
network banks should pay attention to security, usefulness,
they will give suspicion to their own capability and decrease
usability, and providing a safe and sure environment in
their self-efficacy. Finally, it leads to abandon because of
order to retain customers. Besides, this paper lays the theory
distrust. So, we consider that the usability customers
foundation for the following empirical research.
perceive has a positive effect on customer trust.
C. The Usefulness
Williamson (1983) pointed out that trust is a choice of
rational actors, and the rational actor can place trust in his
partner only when expected revenue exceeds the expected
loss [12]. Similarly, customers decide whether to trust
network bank, or how much they trust by calculating the
utility network banks would bring about to them. The utility
of network banks mainly are reflected by several aspects
below: First, the web site provides plenty of products and
services. The more products and services banks provide, the
more alternatives customers can choose from, and then
customers consider it there is more utility. Second, fast
transaction and low transaction cost. Online trade not only
can avoid annoyance of queuing, but also can reduce
transaction cost. According to the data available, one time
online trade costs only 0.01 dollar, less than 1% of the cost
Forming Sustaining Transaction
of that in branches. The third refers to better service. Online Trust Trust Termination
professionals that the banks set up can answer questions
from customers one-for-one by means of online, for
example QQ and message board. Simultaneously, network
banks can design customized services in connection with the Figure 1 Customer Trust Model of Network Bank under the View of
customer information, for example provide personal Web Site
financial services and investment analysis for different
customers. By utility analysis, if the customer considers the
bank competent of his demand fulfillment reliably, the
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