Enhancing the Trust of Members in Online Social Networks: An Integrative Technical and Marketing Perspective

Abstract

The trust of members is essential to the sustainability of e-business. Unlike other business models, the success of online social networks is highly dependent upon the growth rate of social network size. In order to accelerate and continue the growth rate, online social networks need to be able to continuously roll out diversified services and use them to interest existing and new members. However, the nature of this business model can expose online social networks to ubiquitous security threats such as spam, viral marketing and viruses. In order to convince users to adopt social network services, cultivation of brand equity and trust in the online social networks is essential. This study integrates technical and marketing perspectives to examine the potential influence of website quality and brand equity on user satisfaction, thereby influencing users’ formation of trust. A survey was conducted with 385 subjects to understand the causal relationships between the studied constructs. Regression analysis indicates that website quality, brand loyalty, brand association, and brand quality have a positive influence on user satisfaction, thereby increasing the trust of members in online social networks. Brand awareness shows no significant influence on user satisfaction. These findings lead us to derive theoretical and practical implications on the sustainable operation of online social networks.