Transcript Computer-Mediated Communication

Computer-Mediated
Communication
Trust, Trustworthiness and
Reputation
In Computer-Mediated Communication
//
April 10, 2016
First of all…
Why Care about Internet Trust?
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The Internet
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TRUST AND
TRUSTWORTHINESS
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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
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Competence and Motivation in Online Goods and Services:
Which is More Important to Potential Buyers?
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.
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Results: Who is the Most Trustworthy Seller?
High
Competence
and Low
Motivation
High
Motivation
and Low
Competence
Competence to act
in a way we
deem
appropriate
Motivation to act in
our best
interests
Camera
(goods)
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Photography/
Web(Service)
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Competence!
Motivation!
Vs.
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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)
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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)
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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 risktaking
 Assessment of
trustworthiness based on
perceptions of others’
characteristics
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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.”
“one in which
confidence is
placed”
“to have or place
confidence in;
depend on”
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“to place in the care
of another; entrust”
“dependence on
something future or
contingent”
“reliance on
something in the
future; hope”
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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’
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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/
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“
No noble thing
can be done
without risks.
”
— Michel Eyquem de Montaigne
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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)
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Uncertainty
Ambiguity about the result of an interaction
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Trust, Uncertainty and Commitment
Peter Kollock (1994) – “rice and rubber markets”
 uncertainty about quality leads to commitment and trust
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Betrayal…
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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).
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Using Games and Game Theory to
Understand Trust-Building in CMC
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Bos et. al 2002: Effects of four types of
CMC Channels on Trust Development
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Bos et. al 2002: Effects of four types of
CMC Channels on Trust Development
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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)
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“Trust” vs Credibility, Reliability in
Information, Systems, Interfaces
Trust vs. Credibility
Trust vs. Reliability,
Security
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Different Forms of Trust, Trustworthiness, and Related
Concepts Matter for Understanding Behavior.
From: Fiore and Cheshire, “Trust and Computer-Mediated Online Relationships”
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