The mechanics of trust: a framework for research and design

With an increasing number of technologies supporting transactions over distance and replacing traditional forms of interaction, designing for trust in mediated interactions has become a key concern for researchers in human computer interaction (HCI). While much of this research focuses on increasing users’ trust, we present a framework that shifts the perspective towards factors that support trustworthy behavior. In a second step, we analyze how the presence of these factors can be signalled. We argue that it is essential to take a systemic perspective for enabling well-placed trust and trustworthy behavior in the long term. For our analysis we draw on relevant research from sociology, economics, and psychology, as well as HCI. We identify contextual properties (motivation based on temporal, social, and institutional embeddedness) and the actor's intrinsic properties (ability, and motivation based on internalized norms and benevolence) that form the basis of trustworthy behavior. Our analysis provides a frame of reference for the design of studies on trust in technology-mediated interactions, as well as a guide for identifying trust requirements in design processes. We demonstrate the application of the framework in three scenarios: call centre interactions, B2C e-commerce, and voice-enabled on-line gaming

THE SOCIAL CAPITAL FOUNDATIONS OF TRUST IN GLOBAL AGRI-FOOD SYSTEM TRANSACTIONS

The concept of social capital is defined as a third process (along with individual incentives and authority relationships) for assuring transaction cost efficiency. Social capital is especially relevant to international transactions because cultural differences, large distances, and limited international institutional scope lessen the effectiveness of incentives and authority relationships while social capital can be built within the context of specific international transactions. Methods for building social capital in international settings are explored. A research agenda is articulated as well as a list of managerial implications for using social capital in an international context.Agribusiness,

Reasoning with Categories for Trusting Strangers: a Cognitive Architecture

A crucial issue for agents in open systems is the ability to filter out information sources in order to build an image of their counterparts, upon which a subjective evaluation of trust as a promoter of interactions can be assessed. While typical solutions discern relevant information sources by relying on previous experiences or reputational images, this work presents an alternative approach based on the cognitive ability to: (i) analyze heterogeneous information sources along different dimensions; (ii) ascribe qualities to unknown counterparts based on reasoning over abstract classes or categories; and, (iii) learn a series of emergent relationships between particular properties observable on other agents and their effective abilities to fulfill tasks. A computational architecture is presented allowing cognitive agents to dynamically assess trust based on a limited set of observable properties, namely explicitly readable signals (Manifesta) through which it is possible to infer hidden properties and capabilities (Krypta), which finally regulate agents' behavior in concrete work environments. Experimental evaluation discusses the effectiveness of trustor agents adopting different strategies to delegate tasks based on categorization

Secure webs and buying intention: the moderating role of usability

El presente trabajo ha planteado un modelo conceptual a fin de mostrar como los antecedentes de la intención de compra se ven reforzados en contextos de Webs altamente usables. Específicamente, el trabajo analiza en profundidad el rol moderador de la usabilidad en la explicación de la conexión entre seguridad de una Web e intención de compra. Entre ambos extremos (seguridad e intención de compra), se han incluido diversas variables para explicar mejor su conexión. Para ello, ha sido diseñada una Web ficticia de ropa dirigida al segmento joven de clase media. A fin de alterar la usabilidad de la Web se han realizado dos tipos de manipulaciones: la velocidad y la facilidad de uso de la Web. Las dos Webs creadas (alta usabilidad y baja usabilidad) fueron visitadas por un total de 170 encuestados que fueron compensados con un USB valorado en 15 euros. Los resultados muestran que la seguridad percibida en la Web acarrea tres interesantes efectos (especialmente para la Web altamente usable): (i) mejora las actitudes agrado, (ii) reduce el nivel de riesgo percibido; (iii) aumenta la confianza. Los dos últimos efectos, a su vez, acaban aumentando la intención de compra.. Por último, se ha demostrado que la usabilidad, efectivamente, refuerza las relaciones consideradas en el modelo propuesto para explicar la intención de compra.A conceptual model has been proposed to show how buying intention antecedents are reinforced in highly usable contexts. Specifically, this paper deeply analyses the moderator role of system variables (usability) on explaining the relationship between Web security and buying intention. Between both extremes (security and buying intention), several relationships have also been stated to better explain this effect. An “ideal” fictitious Website was designed for a non existent clothing company directed at the segment of middle class consumers. In order to alter Web usability, two blocks of changes were made, one concerning Website speed and the other related to ease of use. Our experiment sample consisted of 170 respondents who participated in exchange for a pen-drive (USB) valued at 15 euros. The results show that improving website security has three interesting effects (especially in high usable contexts): (i) it improves pleasure attitudes, (ii) reduces the level of perceived risk and (iii) increases trust. Secondly, it has been found that to increase buying intention, two actions must be taken: (i) to diminish perceived risk and (ii) to improve users’ pleasure attitudes towards the Website. Finally, usability has been found to have a moderating role in all the relationships considered (reinforcing them)

Trust, Reciprocity and Rules

In the absence of enforceable contracts, many economic and personal interactions rely on trust and reciprocity. Research shows that although this reliance often works well, sometimes it breaks down. Simple rules mandating minimum standards on reciprocation prevent the most egregious trust violations, but may also undermine behavior that would have otherwise produced higher overall economic welfare. We test the efficacy of exogenously imposed minimum return rules using experimental trust games. We find that rules fail to increase trust and trustworthiness. Thus low minimum standards significantly decrease economic welfare. Although sufficiently restrictive rules restore welfare, trust and trustworthy behavior never returns.trust games, experiments, reputation, information, reciprocity

From Manifesta to Krypta: The Relevance of Categories for Trusting Others

In this paper we consider the special abilities needed by agents for assessing trust based on inference and reasoning. We analyze the case in which it is possible to infer trust towards unknown counterparts by reasoning on abstract classes or categories of agents shaped in a concrete application domain. We present a scenario of interacting agents providing a computational model implementing different strategies to assess trust. Assuming a medical domain, categories, including both competencies and dispositions of possible trustees, are exploited to infer trust towards possibly unknown counterparts. The proposed approach for the cognitive assessment of trust relies on agents' abilities to analyze heterogeneous information sources along different dimensions. Trust is inferred based on specific observable properties (Manifesta), namely explicitly readable signals indicating internal features (Krypta) regulating agents' behavior and effectiveness on specific tasks. Simulative experiments evaluate the performance of trusting agents adopting different strategies to delegate tasks to possibly unknown trustees, while experimental results show the relevance of this kind of cognitive ability in the case of open Multi Agent Systems

Trust conceptualized as a corporate knowledge asset

To most individuals, "trust" can be viewed as a knowledge corporate asset that may add, or rest, value to the company. The role of knowledge in achieving a competitive advantage is becoming and increasingly important management issue in all business and non-business sectors. As such, our Throughput Modeling approach indicates how six different trust behaviors can be guided, how trust decision making can be improved and made defensible, and how special problems facing individuals can be dealt with via decision-making pathways leading to an action

In crowdfunding we trust : a trust-building model in lending crowdfunding

Trust critically affects the perceived probability of receiving expected returns on investment. Crowdfunding differs in many ways from traditional forms of investing. We have to ask what builds trust in this particular context. Based on literature regarding the formation of initial trust, we developed a model to explain which factors lead to crowdfunders’ trust in a crowdfunding project. We tested it on data collected from actual investors in a real project on a crowdlending platform. Our results show that trust in the crowdfunding platform and the information quality are more important factors of project trust than trust in the creator