Recent years, Internet Finance pops into our field of vision and plays a quite essential role in our daily life; besides, it seems to change our ordinary financial management concept in a subtle way. In order to provide convenient for consumers, many third-party platforms emerge as required simultaneously which are widely used to satisfy both investors and sellers. Therefore, it is undeniable that the success of Internet Finance’s practical meaning heavily depends on its users’ continuous support. More specifically, the “continuous support” comes from customers’ favorable comments and trust. However, the topic about internet financial sales platforms has not been completely studied in former researches. According to this, the highly practicability and significant utility of this topic indicate the importance of the present study. Based on the commitment-trust theory and Meyer and Allen’s three-component model of commitment, this paper focus on constructing a researching model which incorporates context specific antecedent. Moreover, Perceived benefit, products diversity, quality of alternatives perform well as antecedents of commitment. Using Meyer and Allen’s three-component model of commitment as a proxy for formal control, this study finds out that elements characterized such as platform assurance, products recommendation and government regulation are positively related to the trust raised by users and even the third-parties. And vice versa, trust and commitment positively affect relational outcomes that we theorize would contribute to outsourcing success as well. Both researches and their practical implications of the results are to be discussed. The results of this research provide theoretical implications for future research and practical implications for the success of internet financial products sales platforms.
Hou, Jizhi; Wang, Tao; Tang, Yuehuan; and Chen, Lei, "Exploring The Role of Consumers’ Trust in The Online Financial Products Sales Platforms Using The Commitment–Trust Theory" (2016). ICEB 2016 Proceedings. 9.