Using humanness and design aesthetics to choose the “best” type of trust: a study of mobile banking in France

Purpose: The research aims to addresses the limitations of previous literature regarding choosing the appropriate conceptualization of trust (i.e. interpersonal trust or system trust) and the role of design aesthetics in generating system trust and intention to adopt mobile banking. Design/methodology/approach: The research conducts two studies. Study 1 determines the degree of humanness in a mobile banking application. Study 2 tests the research model. A total of 261 respondents participate in Study 1 and 491 in Study 2. Statistical Package for the Social Sciences (SPSS) (study 1) and SmartPLS (PLS software) (study 2) are used to test the hypotheses. Findings: Study 1 establishes that the mobile banking application is perceived to have low humanness. Thus, it is expected that system trust is more appropriate to use than interpersonal trust. Study 2 demonstrates that (i) system trust is more useful than interpersonal trust in the mobile banking context and (ii) design aesthetics positively influences consumer system trust and intention to adopt. Originality/value: To the best of the authors' knowledge, the current research is the first to distinguish empirically between system trust and interpersonal trust and identify the best choice of mobile banking trust type. Specifically, the study determined the choice of system trust for mobile banking through a priori humanness measures and validated this choice by measuring both system trust and interpersonal trust, which has not been done before. In addition, retail banking should consider the influence of design aesthetics on consumer trust and incorporate elements that enhance consumers' opinions about the mobile banking application's functionality, reliability and helpfulness.