The Role of Human Interaction Needs and Trust in Automation Systems in Shaping Brand Trust and Brand Equity

Abstract

This study examines the associations of trust in automated systems on brand trust and overall brand equity by integrating the moderating role of the need for human interaction and the mediating role of brand trust into a comprehensive framework. Using a quantitative research design, data were collected from 399 consumers in Türkiye. The findings reveal that trust in automated systems is a multidimensional construct consisting of trust and competence, perceived risk, and reliability and performance. Among these dimensions, only reliability and performance significantly influence brand trust, indicating that consumers rely primarily on functional system evaluations when forming trust. Brand trust, in turn, has a strong positive effect on overall brand equity. The results further show that perceived risk is the only dimension that directly and negatively affects brand equity, highlighting the critical role of uncertainty in consumer evaluations. Mediation analysis indicates that the mediating role of brand trust is selective rather than universal; a significant indirect effect is observed only for the reliability and performance dimension, while no mediation effect is found for perceived risk or trust and competence. Additionally, the coexistence of positive indirect and negative direct associations suggests a potential inconsistent mediation structure. The findings also demonstrate that the need for human interaction functions as a selective moderator, strengthening only the relationship between reliability and performance and brand trust. Overall, the study reveals that the impact of automation on brand outcomes is asymmetric and context-dependent, offering a nuanced understanding of technology-based trust and its implications for brand equity.