Consumers’ Redemption Behavior of Mobile Coupons: The Role of Cognitive Trust

Abstract

The formation of trust and the impact on information sharing behavior have been widely studied. However, how cognitive trust affects users' trust in SNS mobile coupon recommendation is still unknown. This study investigates the effects of swift trust, knowledge-based trust, and their interactions in the mechanism of enhancing trust in social recommendation. Except perceived similarity, swift and knowledge-based trust is positively related with recommendation trust. Moreover, the familiarity with the retailer is complementary with expertise of the recommender, and substitute with trust propensity in enhancing recommendation trust. Theoretical and practical implications are discussed.