The role of structural assurance on previous satisfaction, trust and continuance intention: The case of online betting

Elaine Ramsey, Patrick McCole, Andrew Kincaid, Yulin Fang, Huifang Li

Research output: Contribution to journalArticle

Abstract

Purpose: Varied accounts exist regarding the role of trust and satisfaction in online continuance intention and contexts within which this occurs. The purpose of this paper is to consider the moderating effect of structural assurance (SA) on satisfaction and trust and trust and continuance intention in a pure e-service context (online betting). Design/methodology/approach: UK online bettors were surveyed with an instrument developed using validated variables and measurements, including continuance intention, satisfaction, trust (in vendor) and SA. Structural equation modeling with partial least squares was used to evaluate the measurement and structural model simultaneously. Findings: SA positively moderates the trust–continuance intention relationship but not the satisfaction–trust relationship. SA is positively associated with trust. Research limitations/implications: The study contributes to research focused on exploring the moderating effects of trust and satisfaction on continuance intention where institution-based mechanisms are perceived to be effective and framed to assure success. Practical implications: An over-reliance on context-specific mechanisms is inadequate; strategic approaches to trust must consider contextual and institutional mechanisms interdependently. Originality/value: The paper addresses the need for research relating to the institutional context within which trust mechanisms operate. This research provides a novel contribution through an exploration of the moderating effects of SA on: trust and continuance intention; and satisfaction and trust (the authors also measure the direct effect of SA on trust). This paper is one of the first studies to examine these important concepts in this context. The online betting case allows for the exploration of risk where vendor-specific and contextual risk are both high.

LanguageEnglish
JournalInformation Technology and People
Early online date12 Jun 2019
DOIs
Publication statusE-pub ahead of print - 12 Jun 2019

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structural model
methodology
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Keywords

  • Structural assurance, institutional mechanisms, satisfaction, trust, continuance intention, online betting
  • Institutional mechanisms
  • Continuance intention
  • Online betting
  • Satisfaction
  • Structural assurance
  • Trust

Cite this

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title = "The role of structural assurance on previous satisfaction, trust and continuance intention: The case of online betting",
abstract = "Purpose: Varied accounts exist regarding the role of trust and satisfaction in online continuance intention and contexts within which this occurs. The purpose of this paper is to consider the moderating effect of structural assurance (SA) on satisfaction and trust and trust and continuance intention in a pure e-service context (online betting). Design/methodology/approach: UK online bettors were surveyed with an instrument developed using validated variables and measurements, including continuance intention, satisfaction, trust (in vendor) and SA. Structural equation modeling with partial least squares was used to evaluate the measurement and structural model simultaneously. Findings: SA positively moderates the trust–continuance intention relationship but not the satisfaction–trust relationship. SA is positively associated with trust. Research limitations/implications: The study contributes to research focused on exploring the moderating effects of trust and satisfaction on continuance intention where institution-based mechanisms are perceived to be effective and framed to assure success. Practical implications: An over-reliance on context-specific mechanisms is inadequate; strategic approaches to trust must consider contextual and institutional mechanisms interdependently. Originality/value: The paper addresses the need for research relating to the institutional context within which trust mechanisms operate. This research provides a novel contribution through an exploration of the moderating effects of SA on: trust and continuance intention; and satisfaction and trust (the authors also measure the direct effect of SA on trust). This paper is one of the first studies to examine these important concepts in this context. The online betting case allows for the exploration of risk where vendor-specific and contextual risk are both high.",
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author = "Elaine Ramsey and Patrick McCole and Andrew Kincaid and Yulin Fang and Huifang Li",
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The role of structural assurance on previous satisfaction, trust and continuance intention: The case of online betting. / Ramsey, Elaine; McCole, Patrick; Kincaid, Andrew; Fang, Yulin; Li, Huifang.

12.06.2019.

Research output: Contribution to journalArticle

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AU - Fang, Yulin

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