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RESEARCH PRODUCT

The role of trust in enhancing Internet use in a high-risk society

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Purpose – This paper aims to determine the key trust antecedents that influence Internet users’ trust level toward Internet service providers (ISPs) in a high-risk society. It also investigates trust-building process, major causes of its violation, their potential implications and restoration. Design/methodology/approach – A mixed-method approach was used in collecting data in Kenya in 2014 by using questionnaire and interview techniques. The former was administered to 250 (with 81 per cent response rate) randomly selected Internet users at Kenyatta University while the latter focused on key decision-makers from four randomly selected ISPs in Nairobi. Findings – The results show that Internet users’ perceptions of ISPs’ ability to be trusted in Kenya depend more on their competence in terms of service delivery (ability) and desire to protect users (benevolence) than upholding acceptable standards (integrity). The results also indicate a lack of trust manifested in poor communication and greed for profit among ISPs as major causes of trust violation. Originality/value – This paper proposes two frameworks that can enhance Internet use by providing a better understanding of trust in a high-risk society.