Document 13316128

Proceedings of 29th International Business Research Conference
24 - 25 November 2014, Novotel Hotel Sydney Central, Sydney, Australia, ISBN: 978-1-922069-64-1
Using Reciprocity to Establish the Trust of Social Gamers
Shu-Hua Chien* and Jyh-Jeng Wu**
The present study aimed to examine the influences that 3
constructs, namely “relationship,” “expected benefit,” and
“perceived risk,” exert on the trust of social gamers. Based on
reciprocity, an experiment design containing 3 scenarios was
developed. The results indicated that based on a design of
reciprocity, relationship and expected benefit exerted positive
influences on trust, whereas perceived risk exerted negative
influences. This study asserts that the concept of reciprocity
can be applied to online games and used to conduct research
on social groups and corporate organizations.
Keywords: Social Games, Experiment Design, Reciprocity, Trust
*Dr. Shu-Hua Chien, Department of Insurance and Finance, National Taichung University of Science and
Technology, 129 Section 3 San-Min Rd., Taichung, Taiwan. E-mail address:
**Dr. Jyh-Jeng Wu, Department of Business Management, National United University, 1, Lien-Da, Kung-Ching
Li, Miaoli, 36003, Taiwan. E-mail address: