TRUST-COMMITMENT THEORY

For guidance regarding our analysis, we are referring to a well-established theory named the Trust-Commitment Theory (Morgan & Hunt, 1994), that highlights the roles of trust and commitment to a relationship play in the process of developing relationships between buyers and sellers.
There are numbers of research indicating that trust is crucial for the acceptance and advancement of AI technology as trust extends beyond technology and brand to encompass the goal and process of adopting AI.
Previous studies have shown that trust can alter the relations between different factors in the context of AI use such as service quality and convenience (Siau & Wang, 2018; Ferrario, Loi, & Vigano, 2019).