The ability to remove trust concerns for online users is crucial for sustainable online development, especially relating to social networking sites. This study examines independent self-construal and interdependent self-construal as pertinent factors to increase trust on social networking sites. The classification of trust broken down into calculation-, familiarity-, structural assurance-, and situational normality-based trust was adopted in this study. Data was collected from 398 members of the leading social network site: Facebook. Regression analysis was adopted to test the data against the casual relationship among the four trust constructs. Data analysis indicates that the constructs of interdependent self-construal and independent selfconstrual individually, and together, can account for the increase of trust on a social networking site; however interdependent self-construal has the largest explanatory power. These results suggest that social networking sites continuously increase the degree of interdependence of users and develop new applications to engage users to stay longer for each visit. As a result of these measures, social networking sites can sustain the trust of users.
Chen, Charlie and Mitchell, Alanah, "Improving the Trust of Users on Social Networking Sites via Self-Construal Traits" (2010). AMCIS 2010 Proceedings. 5.