Trust can be seen as a relationship which grows or weakens at every interaction. In a first interaction trust is mostly based on affective predictors, like is the service similar to me or similar to something I already know? However, as interaction with a service grows there is a natural transition from trust based on affective predictors to trust based on cognitive predictors, like competence and reliability of a service.
This model of perceived control is from Averill (1973). Perceived control, which consists of behavioral, decisional and cognitive control, predicts people's satisfaction with a service. Note that not all three components are needed to achieve optimal satisfaction. People just need a sense of control: so if behavioral control is low, feelings of control can be restored by designing in such a way that the need for cognitive or decisional control is fulfilled.
If you want people to be intrinsically motivated by your product and/or service, try to design in such a way that people have the opportunity to fulfill one (or all) of the three basic needs. These are (1) the need to feel effective and successful, (2) the need to feel related to others and (3) the need to self-initiate and self-regulate behaviour. These needs are important for people because it helps them to grow into autonomous, self-determined beings. (Model based on Self-determination theory of Ryan and Deci (2000).