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What Drives Consumers' Trust in Proactive Services : A Best-Worst Scaling Approach

Title data

Dilger, Philipp ; Markgraf, Moritz:
What Drives Consumers' Trust in Proactive Services : A Best-Worst Scaling Approach.
In: Proceedings of the 30th European Conference on Information Systems (ECIS). - Timișoara, Romania , 2022

Abstract in another language

Increasing advancements in digital technologies, especially in artificial intelligence, are changing the nature of services. Services no longer rely on the consumers making the first move, but instead, service providers can anticipate consumers’ needs and address them proactively by so-called proactive services (PAS). Within this new service type, consumers may enable the service provider to decide upon the consideration, decision, and enactment of the service. In PAS, consumers assign these previously “owned” phases to the service provider and thereby, also devolve power to the provider. Thus, trust is an indisputable prerequisite for consumer acceptance. However, it is unclear how individual characteristics of PAS impact consumers’ trust. Addressing this research gap, this research-in-progress paper proposes a Best-Worst scaling survey in which potential consumers of two exemplary PAS state their trust with respect to different PAS characteristics. Thereby, this paper will extend the knowledge in understanding PAS.

Further data

Item Type: Article in a book
Refereed: Yes
Keywords: Proactive Services; Explorative Study; Trust; Best-Worst scaling
Institutions of the University: Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Research Institutions
Research Institutions > Affiliated Institutes
Research Institutions > Affiliated Institutes > Fraunhofer Project Group Business and Information Systems Engineering
Research Institutions > Affiliated Institutes > FIM Research Center Finance & Information Management
Faculties
Faculties > Faculty of Law, Business and Economics
Result of work at the UBT: No
DDC Subjects: 000 Computer Science, information, general works > 004 Computer science
300 Social sciences > 330 Economics
Date Deposited: 11 Jul 2022 08:14
Last Modified: 04 Aug 2022 07:12
URI: https://eref.uni-bayreuth.de/id/eprint/70511