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1、Theroleofpost-adoptionphasetrustinB2Ce-serviceloyalty:towardsamorecomprehensivepictureMattiM^ntymakiTurkuCentreforComputerScience(TUCS)TurkuSchoolofEconomics,InformationSystemsScienceJoukahaisenkatu3-5B,6thfloor20520TurkuFinlandmatti.mantymaki@tse.fiAbstract.Despitetheextensiv
2、einterestintrustwithininformationsystems(IS)ande-commercedisciplines,onlyfewstudiesexaminetrustinthepost adoptionphaseofthecustomerrelationship.Notonlygainingnewcustomersbyincreasingadoption,butalsokeepingtheexistingonesloyal,islargelyconsideredimportantfore-businesssuccess.Th
3、ispaperscrutinizestheroleoftrustincustomerloyalty,focusingonB2Ce-servicesbyconductingathree-sectionalliteraturereviewstemmingfromIS,e-commerceandmarketing.Thekeyfindingsofthisstudyare:1.Literaturediscussingtheroleoftrustaftertheadoptionphaseisrelativelyscarceandfragmented2.Int
4、heempiricaltestingtrustismostlyviewedasamonolith3.Quantitativeresearchmethodsdominatethefield4.Sincetrustmayplayaroleduringthewholerelationship,alsodynamicwaystoscrutinizetrustwouldbeappropriate.Implicationsofthesefindingsarediscussedandideasforfurtherresearchsuggested.1Introd
5、uctionTrusthasbeenviewedasoneimportantfactoraffectinge-commerceadoptionwithintheinformationsystems(IS)ande-commercedisciplines[1,2,3].Thenatureoftrusthasbeenwidelydiscussedanditsimportanceacknowledgedalsoine.g.e-commerceandmarketingresearchstreams[4].TraditionallyIShasbeeninte
6、restedinadoptionPleaseusethefollowingformalwhencitingthischapter:Mantyinaki,M.,2007,inII-'IPInternationalI'ederdtionforInformationProcessing,Volume252,IntegrationandInnovationOrienttoE-SocictyVolume2,cds.Wang,W.,(Boston:Springer),pp.142-152.#Theroleofpost-adoptionphasetrustinB
7、2Ce-serviceloyalty:towardsamorecomprehensivepictureoftechnologies,suchasInternetore-commerce.However,fromacustomerrelationshipperspectivetheadoptionrepresentsonlythefirststeps.Theroleoftrustinpost-adoptionphasebusiness-to-consumer(B2C)relationshipshasnotbeenextensivelydiscusse
8、dwithintheISande-commercedisciplines.Therefore,onecanasktowha
