1. June 10, 2016 // Computer-Mediated Communication Trust, Trustworthiness and Reputation In Computer-Mediated Communication

2. First of all… Why Care about Internet Trust? 6/10/2016Computer-Mediated Communication1

3. The Internet 6/10/20162Computer-Mediated Communication

4. TRUST AND TRUSTWORTHINESS 6/10/2016Computer-Mediated Communication3

5. Defining Trustworthiness An assessment of one’s future behavior ‘Trustworthiness’ is a characteristic that we infer Theoretically linked to perceived competence and motivations of a given individual  Competence to act in a way we deem appropriate  Motivation to act in our best interests 6/10/2016Computer-Mediated Communication4

6. Competence and Motivation in Online Goods and Services: Which is More Important to Potential Buyers? 6/10/2016Computer-Mediated Communication5 Cook, Karen S., Coye Cheshire, Alexandra Gerbasi and Brandy Aven. 2009. "Assessing Trustworthiness in Providers of Online Goods and Services." eTrust: Forming Relationships in the Online World.

7. 6/10/2016 High Motivation and Low Competence High Competence and Low Motivation Results: Who is the Most Trustworthy Seller? Competence to act in a way we deem appropriate Motivation to act in our best interests Computer-Mediated Communication Camera (goods) Photography/ Web(Service) 6

8. 6/10/2016Computer-Mediated Communication Vs. Competence!Motivation! 7

9. 6/10/2016Computer-Mediated Communication Signaling Trustworthiness Symbols indicators of trust-warranting properties in a person (Conventional Signals) Symptoms by-product of actions that are associated with trust (Assessment Signals) 8

10. 6/10/2016Computer-Mediated Communication9 The multidisciplinary problem of trust “ Although some philosophers write about trust that is not interpersonal, including ‘institutional trust’… trust in government… and ‘self-trust’… most would agree that these forms of ‘trust’ are coherent only if they share important features of (i.e. can be modeled on) interpersonal trust. This is why I say that the dominant paradigm of trust is interpersonal.” (McLeod 2006)

11. 6/10/2016Computer-Mediated Communication10 Different Definitional Approaches to Trust Cognitive Psychology  Trust as “personality trait” (dispositional trust)  Trust as learned experience (learned trust) Philosophy  Trust versus reliance, security Sociology and Social Psychology  Trust as behavior (situational and relational trust)  Trust builds through risk- taking  Assessment of trustworthiness based on perceptions of others’ characteristics

12. 6/10/2016Computer-Mediated Communication “to have or place confidence in; depend on” “to place in the care of another; entrust” “reliance on something in the future; hope” “one in which confidence is placed” “dependence on something future or contingent” Defining Interpersonal Trust “Trust exists when one party to the relation believes the other party has incentive to act in his or her interest or to take his or her interest to heart.” 11

13. 6/10/2016Computer-Mediated Communication12 Trust-Building in the Sociological, Relational Sense Interpersonal Trust Trust as an attitude about others’ desire and ability to act in a positive way towards us in a given context Involves repeated interactions between parties Theoretically linked to risk-taking Also distinct from the concept of ‘cooperation’

14. 6/10/2016Computer-Mediated Communication13 Conditions for Trust  Trust is optimistic; the opposite is distrust.  The truster accepts some level of risk or vulnerability  There must exist a potential for betrayal See: http://plato.stanford.edu/entries/trust/http://plato.stanford.edu/entries/trust/

15. 6/10/2016Computer-Mediated Communication14 No noble thing can be done without risks. “ ” — Michel Eyquem de Montaigne

16. 6/10/2016Computer-Mediated Communication15 Risk What is at stake in a given situation/interaction? Risks may be defined by the situation (e.g., a warzone, vs contacting someone through an online dating service) Risks may be vary across exchange situations with the same partners (in many cases the participants can change the relative risks)

17. 6/10/2016Computer-Mediated Communication16 Uncertainty Ambiguity about the result of an interaction

18. 6/10/2016Computer-Mediated Communication17 Trust, Uncertainty and Commitment Peter Kollock (1994) – “rice and rubber markets”  uncertainty about quality leads to commitment and trust

19. Betrayal… 6/10/2016Computer-Mediated Communication18

20. Building Trust and Role of Agency Behavioral Components  Expected Behavior  Observed Behavior  Agency and choice are relevant for both parties in dyadic interpersonal relationships (though trust may not be mutual). 6/10/2016Computer-Mediated Communication19

21. 6/10/2016Computer-Mediated Communication20 Using Games and Game Theory to Understand Trust-Building in CMC

22. Bos et. al 2002: Effects of four types of CMC Channels on Trust Development 6/10/2016Computer-Mediated Communication21

23. Bos et. al 2002: Effects of four types of CMC Channels on Trust Development 6/10/2016Computer-Mediated Communication22

24. What about Trust of Online Systems? Nissenbaum 2004 Again, consider Betrayal:  If we trust someone to do something, if he/she/it does not do so we are disappointed.  But can this ‘betrayal’ really occur with inanimate objects? (computer, online service, software) 6/10/2016Computer-Mediated Communication23

25. 6/10/2016Computer-Mediated Communication24 “Trust” vs Credibility, Reliability in Information, Systems, Interfaces Trust vs. Credibility Trust vs. Reliability, Security

26. Different Forms of Trust, Trustworthiness, and Related Concepts Matter for Understanding Behavior. From: Fiore and Cheshire, “Trust and Computer-Mediated Online Relationships” 6/10/2016Computer-Mediated Communication25