Do Users Always Want to Know More? Investigating the Relationship between System Transparency and Users' Trust in Advice-Giving Systems.

Users’ adoptions of online-shopping advice-giving systems (AGSs) are crucial for e-commerce web-sites to attract users and increase profits. Users’ trust in AGSs influences them to adopt AGSs. While previous studies have demonstrated that AGS transparency increases users’ trust through enhancing users’ understanding of AGSs’ reasoning, hardly any attention has been paid to the possible inconsistency between the level of AGS transparency and the extent to which users feel they understand the logic of AGSs’ inner working. We argue that the relationship between them may not always be positive. Specifically, we posit that providing information regarding how AGSs work can enhance users’ trust only when users have enough time and ability to process and understand the information. Moreover, providing excessively detailed information may even reduce users’ perceived understanding of AGSs, and thus hurt users’ trust. In this research, we will use a lab experiment to explore how providing in-formation with different levels of detail will influence users’ perceived understanding of and trust in AGSs. Our study would contribute to the literature by exploring the potential inverted U-shape relationship among AGS transparency, users’ perceived understanding of and trust in AGSs, and contribute to the practice by offering suggestions for designing trustworthy AGSs.