@phdthesis{Mueller2024,
  author    = {M{\"u}ller, Saskia},
  title     = {The Influence of Personality and Trust on Information Processing and Decision Making in the Specific Context of Online Marketing},
  doi       = {10.25972/OPUS-35952},
  url       = {http://nbn-resolving.de/urn:nbn:de:bvb:20-opus-359526},
  school      = {Universit{\"a}t W{\"u}rzburg},
  year      = {2024},
  abstract  = {Trust carries the capacity to shift the focus from risks to opportunities of a situation. Scientific studies from the field of trust research point out that besides situation-specific factors (i.e., stimuli of the environment), cross-situationally stable interindividual differences (i.e., personality) are involved in the emergence of trust. Stable interindividual differences are particularly influential to the subjective experience of situational conditions when crucial information is incomplete. The online shopping environment classifies as a prime example of markets with asymmetric information. Research has examined online consumer trust in the light of signaling theory to understand the effects of trust-enhancing signals. Previous research largely neglects interindividual differences in the perception, processing and reaction to these signals. Against this background, this scientific work has two primary objectives: the investigation of (1) interindividual differences in the evaluation of trust-enhancing signals and (2) a personality-based personalization of trust-enhancing signals in its effect on cognition and behavior. For this purpose, an interactive online shop setup was created, which served as realistic environmental framework. First, the results show a trust-enhancing effect of both objective and subjective personalization, with a superiority of subjective over objective personalization. Second, results suggest a particular susceptibility of the beliefs component of trust. Third, the results suggest that personalization exerts a specifically strong effect in what is, by definition, the particularly uncertain environment of credence goods. Fourth, results indicate that while the trust-enhancing effects of personalization operate (largely) independently of personality, the effect of personality on trust seems to depend on the condition of signal presentation. Taken together, the present work makes a contribution to understanding the effect of personality-adapted signaling environments on the emergence of trust and decision making in the specific context of B2C e-commerce.},
  subject      = {Pers{\"o}nlichkeit},
  language  = {en}
}