. Conclusion
The primary goal of this research was to develop a deeper understanding of a subject's
decision making mechanism and trust formation by experimenting investment game. Five
hypothesis based on Suruga Bank's business needs (as shown in 5.1) were initially
proposed. As a whole, this research confirmed the primary insights of introducing a "new
context" and managing "communication" for the online trust building.
This research will also contribute to Suruga Bank's future business in multiple ways. One
contribution is increasing the understanding for how customers make financial decisions
and its underlying factors. The other is finding the new way for how to communicate with
customer effectively with generating loyalty and trust in online environment.