A CONCEPTUAL FRAMEWORK EXPLAINING PROGRESSIVE TRUST FORMATION WITHIN SOUTH AFRICAN FRESH PRODUCE MARKETS

摘要

The use of electronic self-service solutions as a method for delivering services is increasing. To deliver services in this manner on various platforms, the challenge is to retain the trust of the end user. Fresh produce spot markets are high trust environments and the introduction of self-service solutions has proofed to be challenging. This sector has not seen the large scale adoption of self-service technologies within southern Africa. In this paper, we propose a conceptual framework to enhance our understanding of trust formation using self-service technologies. A qualitative research approach, based on a case study, was followed to create the conceptual framework. This case study offers insight into how the dynamics of the product, supporting services and the technology shapes trust-forming behaviour.