Trust is defined as “the perceived credibility and benevolence of a target of trust” (Doney & Cannon, 1997, p. 36). Trust has been considered as one of the important constructs in various academic fields such as social psychology (Blau, 1964), marketing (Morgan & Hunt, 1994; Schoorman, Mayer, & Davis, 2007), service (Sirdeshmukh, Singh, & Sabol, 2002), and management (Cropanzano & Mitchell, 2005; Garbarino & Johnson, 1999).
Several scholars have discovered the significant role of customer trust in enhancing behavioural intention among various stakeholders. For instance, Bansal, Irving and Taylor (2004) asserted that there is a close relationship between trust and behavioral intention. Garbarino and Johnson (1999) also found that future purchase intention of an exchange partner is affected by customer trust and commitment. Similarily, Oh (2002) revealed that customer trust positively influence intention and repurchase intention in the context of restaurant. Such previous research pertaining to trust indicates that enhancing trust is critical for gaming companies to maintain relatively long-term relationship with their customers.
In light of the aforementioned evidence, the following hypotheses are proposed Developing appropriate measurement items is a basic for high quality quantitative research. Based on the suggestion by Churchill (1979) and Kline (2005), multiple items were employed to measure research constructs in the present study. A preliminary list of survey items was developed after a comprehensive review of previous research on the casino industry (Lee et al., 2013), CSR (Lee, Kim, Lee, & Li, 2012), RG (Song, Lee, Norman, & Han, 2012; Lee et al., 2013), customer trust (Ganesan, 1994; Garbarino & Johnson, 1999), and behavioral intention (Lam & Hsu, 2006; Perugini & Bagozzi, 2001). The four CSR constructs were derived from previous studies (Lee et al., 2012; Lee et al., 2013) and modified to fit in the casino context casino.
In specific, the economic CSR was measured with four items (e.g., ‘This corporate improves the tourism industry, such as a ski resort and a convention center’), the legal CSR was operationalized with four items (e.g., ‘This corporate establishes reasonable casino game rules’), the ethical CSR was operationalized with four items (e.g., ‘This corporate has established ethical guidelines for business activities’), and the philanthropic CSR was evaluated with four items (e.g., ‘This corporate contributes to the sports industry by establishing the company’s Sport Organization’).
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