Building effective online game websites with knowledge-based trust

Knowledge-based trust is trust that is grounded in knowledge about another party developed through repeated interaction. Knowledge-based trust is especially important for online business environments where there are repeated transactions between fixed pairs of consumers and merchants. Building on previous studies of trust, this paper examines the proposition that players' knowledge about website characteristics (i.e., security and interface design) and about website outputs (i.e., online game quality and service quality) has an effect on the development of trust in the context of online game websites. The impact of trust on building an effective online game website is also investigated. A conceptual model of knowledge-based trust is tested with questionnaire responses of 253 online game players. Overall, the results indicate that all of these four classes of knowledge engender trust and that trust helps develop effective online game websites.