Consumers' Trust Maintenance: From the Perspective of Knowledge-Based and Identification-Based Trust

Trust changes and develops gradually. How to maintain and preserve trust relationship is the key problem to solve as long as initial trust is build. From the perspective of knowledge-based and identification-based trust, this article focuses on trust maintenance and its impact mechanism after transaction. Firstly, based on related literature, this paper constructs a research model of trust maintenance mechanism. Then data are gathered by the method of questionnaire. Finally, the model and hypotheses are tested by Structured Equation Model software. The results show that post-transaction trust contains knowledge-based trust and identification-based trust. Moreover, the model reveals that the former positively affects the latter. Besides, it has been confirmed that security and privacy protection and service quality affect two types of trust respectively, while familiarity affects both of them, which eventually affect satisfactory and loyalty. At last, the paper provides suggestions contributing to the development of e-commerce enterprises and points out the deficiency and the direction of future research.