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This study aims to explain customer reactions to a double deviation by examining the moderating role of prior trust in peer-to-peer (P2P) accommodation platforms on the relationship between perceived betrayal and negative outcomes such as negative word-of-mouth (NWOM), vindictive complaining and patronage reduction.

An online survey was used to obtain a sample of 246 respondents familiar with P2P accommodation platforms. The model was tested using SmartPLS.

The results showed a positive correlation between perceived betrayal and NWOM, vindictive complaining and patronage reduction. Unexpectedly, prior trust had positive moderating effects. High levels of prior trust caused more negative customer reactions than low levels of prior trust.

The findings of this study caution firms about the potential risks to rely on the forgiveness and tolerance of highly trusted customers who may retaliate fiercely to double deviations.

This research unveils the prior trust paradox. Customers' prior trust magnified the negative impact of double-deviation experiences. This study contributes to the service-recovery literature by questioning the buffer effect of prior trust in the context of a double deviation.

This paper aims to investigate consumer behaviour in response to social norms under pay-what-you-want (PWYW) pricing. Specifically, it explores the critical role of social norms such as norm priming and consumer prior trust in the retailer on consumers’ perceived price fairness, trust, willingness to pay, purchase intentions and intentions to spread negative word of mouth about the retailer.

Data on dependent measures were collected through the scenario-based online experimental approach and assessed using MANOVA analysis.

Results confirm the significance of norms by indicating the critical role of norm belief on consumer responses. Also, increasing the salience of norms by priming them usually intensifies negative behaviour, and pre-existing trust in the retailer serves as an imperfect cushion against consumer negative reactions to norm violation, but this effect is observed to be decreasing with increase in prior trust.

Further research should consider the contextual (time, place, media) influences and assumptions to increase the generalizability of the findings.

To the best of the authors’ knowledge, this is the first paper to explicitly examine the effects of social-norm compliance by sellers on consumer behaviour in the context of PWYW pricing.

The purpose of this paper is to investigate the nature of social commerce trust, and how it impacts company trust and electronic word of mouth (eWOM) intention based on trust transfer theory. The authors also examine how customers’ prior transaction experience could impact their social commerce trust development and the trust transfer process.

The proposed research model is empirically examined using a survey method consisting of 375 users of a social commerce web site (SCW). The statistical analysis applies a method based on variance using partial least squares.

The results confirm positive impacts of social commerce trust on company trust, and their subsequent influences on consumers’ eWOM intention. Also, consumers’ prior experience is found to moderate the trust transfer process from information-based social commerce trust to company trust.

The present study is one of the first few studies that attempts to explain trust development and transfer with SCWs with a theoretical foundation as well as examine the role of consumers’ prior experience during trust transfer. It provides practical guidance for the improvement of trust and eWOM in social commerce.

The purpose of this paper is to examine the effects of the trustor's responsibility‐attributions for a trust violation and the trustee's frequency of prior violations on the subsequent erosion of trust in the relationship.

Data were collected from 120 middle‐senior level managers using a two‐part scenario‐based experimental design to test the impact of attributions and frequency of violations. Respondents' levels of trust and distrust were measured pre‐ and post‐violation as well as forgiving and a range of demographic variables.

Results showed that trust eroded (and distrust increased) more when trustors perceived the trustees as not wanting to fulfill the trust‐expectations than when they could not do so. Further, trustors were willing to tolerate a maximum of two violations before trust in the relationship eroded significantly. The results also showed that trustors who were relatively more forgiving were less likely to lose trust in the trustee after a violation, as were younger and less experienced individuals.

Although scenario‐based experiments assess the cognitive states of the respondents rather than actual behaviors, they serve as a valuable first step. By highlighting the two‐step sequence that may underlie the trust erosion process and emphasizing the importance of using an attributional perspective, the paper invites future research on a range of factors such as patterns of violation, degrees of damage, etc. Collectively, they ought to lead to an integrated model of trust erosion.

For practicing managers, the results underscore the importance of maintaining trust by constantly meeting expectations. While they may be forgiven for one‐time mistakes in maintaining trust, they cannot be repeated without severely damaging the trust in the relationship. Also, employees need to be convinced that the erring manager or colleague has done his/her very best to prevent the violation.

This paper addresses an under‐investigated facet of trust research in organizations – erosion of trust – which is especially crucial in light of the growing awareness that most organizational relationships actually start off with high levels of trust rather than low trust. Thus, this study offers insights into maintaining (as opposed to building) trust.

This paper aims to explore the influencing factors of public perceived efficacy of emergency infrastructure projects based on the triadic interactive determinism, and analyze the relationship among these factors.

Based on the triadic interactive determinism, we explored the factors influencing public perceived efficacy of emergency infrastructure project and empirically verified the relationship among these factors and perceived efficacy by using data drawn from a questionnaire survey of 491 residents near Leishenshan Hospital, Jiangxia District, Wuhan, China.

Prior experience, emotional response, personal expectation, public trust, context message and interactivity level, namely behavior, individual and environment, affect the perceived efficacy of public emergency infrastructure projects.

The results offer an insight into public perceived efficacy of emergency infrastructure project from the perspective of antecedents in a triadic reciprocal determinism, which provides a reference basis for the sustainable development of the emergency infrastructure projects. This study also suggests valuable practical implications to government departments to improve the quality of administrative decision-making effectively.

Although existing studies have found some influencing factors of public perceived efficacy in general infrastructure, there is still a lack of systematic carding and quantitative description of influencing factors of public perceived efficacy of emergency infrastructure projects. This study bridges this gap by exploring the determinants and their influencing relationship of public perceived efficacy especially for emergency infrastructure projects.

This paper aims to identify a typology of corporate misconduct affecting trust; to test the relative ability of individual misconducts to reduce trust and; to explain differences in how individuals respond to corporate crises.

The main research design uses conjoint analysis. Respondents (n = 404) rated eight combinations of six types of misconduct, identified from prior work on trust as likely to reduce trust. Initial levels of trust were established by varying both country of origin and product type.

The importance ranking for the six types was consistent across most conditions, with “bending the law” and “not telling the truth” as the most salient and “acting unfairly” and “acting irresponsibly” as the least salient in damaging trust. The characteristics of the respondent influenced the effect size.

As loss of trust represents loss of reputation, understanding how and when the framing of misconduct damages trust is important in managing reputation risk. The impact of any report of misconduct can be moderated if attributed by a company, the media or the individual, to a type that is less damaging to trust.

This study adds to our understanding as to why individuals respond differently to corporate misconduct, and contributes to prior work on reputation damage. The typology of corporate misconduct developed and tested here offers a different framework for researchers and practitioners with which to explore loss of trust and to develop existing crisis communication theory.

Prior studies on brand relationships tend to overlook the mediator(s) between the relationships between brand experience and brand loyalty. Hence, the main purpose of this paper is to examine these mediating roles of brand love and brand trust on the brand experience and brand loyalty relationships. While the literature does not examine the distinct dimensions of brand experience and brand loyalty, this study fills up this gap and examines their detailed dimensions and effects on brand loyalty.

A total of 237 valid questionnaires on mobile phone brands were collected from respondents aged between 18 and 30, and analyzed using the partial least squares method.

Sensory experience is the major driver of brand love. Sensory experience mainly drives customers’ brand trust, while intellectual experience has no effects on brand trust. Brand love is the main mechanism in developing customers’ behavioral loyalty, so does brand trust in shaping their attitudinal loyalty. Brand love and brand trust have the mediating effects on the relationships between brand experience and brand loyalty.

It demonstrates two mediating roles of brand love and brand trust in the brand experience and brand loyalty relationships, and thus deepens the understanding of the processes in shaping customers’ brand loyalty. It departs from the prior works and examines the distinct dimensions of brand experience and brand loyalty, and thus presents a more detailed examination on these two constructs and their effects, than prior studies. It demonstrates the validities of the brand resonance model, the C-A-B and A-C-B models, key mediating variable model, particularly in mobile phone industry.

This study seeks to explain a buyer's response to a seller's violation of trust. Four negative responses (decline in trust, negative emotions, negative word‐of‐mouth (WOM) and reduction in repurchase intentions) and four explanatory variables (magnitude of violation, integrity versus capability‐based cause of failure, perceived likelihood of repeated violations and stage of trust prior to the violation) were identified. The study develops and tests hypotheses regarding the possible influence of the explanatory variables on each of the four negative responses.

An experiment was conducted in which business professionals were given one of 16 scenarios, varied by levels of the four explanatory variables, describing a violation of trust in a business‐to‐business service situation. Respondents were asked questions regarding their probable response. Four‐way ANCOVA was used to analyze the results.

The study finds that stage of trust and perceived likelihood of repeated violation had significant main effects on decline in trust, negative WOM and repurchase intentions. Integrity‐based attribution influenced decline in trust, but magnitude of violation had no main effects. Three significant interactions were found.

Findings show the importance of first impressions and reputation. Care should be taken to assure customers that violations will not be repeated. A major limitation was that scenarios cannot induce the same intensity of thought and emotion that real situations do.

Despite extensive literature in service failure and recovery, this is perhaps the first study to rigorously examine and seek to explain a buyer's response to a seller's violation of trust.

The purpose of this paper is to describe why trust congruence is important to negotiation, illustrate potential types of trust congruence in negotiating dyads, and link those types of congruence to joint‐behavioral outcomes.

Studies pertinent to negotiators' trust in one another are reviewed, and based on prior theoretical and empirical work, propositions are developed to posit how different types of trust congruence or incongruence can predict joint‐behavioral outcomes in an integrative negotiation context.

This analysis offers a potentially valuable framework for deepening the understanding of how trust affects interpersonal relationships and the negotiations that occur within them.

This paper extends prior work on trust that has linked unilateral trust in one's negotiating partner to behavioral outcomes by considering how a bilateral measure of trust (trust congruence) will affect these outcomes.

The purpose of this paper is to incorporate social exchange theory to elaborate on the antecedents that underlie consumers’ trust of innovative financial product providers. In particular, this study investigates the mediating role of positive moods in stimulating customer trust.

The research model was tested using data collected from 440 elite customers from top-ten financial holding companies in Taiwan. Structure equation modeling was employed to verify and validate the research model.

The findings suggest that initial trust and customer involvement significantly and positively impact customer moods. In addition, customer initial trust, involvement, and positive moods significantly influence customers’ trusting belief of service providers.

This study focussed on the financial services industry only. While this industry represents an ideal new product development context, future research is needed to test the theory in different industries.

The research findings advance the understanding of how to successfully build customer trust for innovative products.

Current research unfolds the impact of customer involvement on trust development and supplements existing trust study findings by examining the mediating effect of positive mood on trust development through quantitative research. The research findings increase the understanding of how customers develop trust with service provider.