On-line trust perception: What really matters
On-line trust perception: What really matters
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在线信任认知：真正重要的是什么
DOI：
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发表时间：
2011
期刊：
影响因子：
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通讯作者：
M. Petkovic
中科院分区：
文献类型：
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作者：
Elisa Costante;J. Hartog;M. Petkovic
信任是我们日常生活的重要组成部分。这些活动越来越多地利用互联网上的大量可用服务进行，因此有必要了解用户如何看待在线环境中的信任。关于信任感知及其建模方法的大量文献已经存在。信任感知模型通常列出一系列影响一个人信任另一个人、一台电脑或一个网站的因素。不同的模型定义了不同的一组因素，但仍然缺乏一个统一的模型，适用于不同设置的多种场景。此外，各因素对信任感知的重要程度尚无定论。在本文中，我们回顾了现有的文献，并提供了一个通用的信任感知模型，该模型能够衡量网站的可信度。这样的模型考虑了一组全面的信任因素，根据它们的重要性对它们进行排序，并且可以很容易地适应不同的应用领域。用户研究已用于确定每个因素的重要性或权重。研究结果表明，这种权重在不同的应用领域（如电子银行或电子保健）是不同的。我们还证明了某些因素的权重与IT安全领域的用户知识有关。本文是衡量网站可信度的第一步，帮助开发人员创建更值得信赖的网站，并帮助用户在使用在线服务时做出信任决策。
Trust is an essential ingredient in our daily activities. The fact that these activities are increasingly carried out using the large number of available services on the Internet makes it necessary to understand how users perceive trust in the online environment. A wide body of literature concerning trust perception and ways to model it already exists. A trust perception model generally lists a set of factors influencing a person trusting another person, a computer, or a website. Different models define different set of factors, but a single unifying model, applicable to multiple scenarios in different settings, is still missing. Moreover, there are no conclusions on the importance each factor has on trust perception. In this paper, we review the existing literature and provide a general trust perception model, which is able to measure the trustworthiness of a website. Such a model takes into account a comprehensive set of trust factors, ranking them based on their importance, and can be easily adapted to different application domains. A user study has been used to determine the importance, or weight, of each factor. The results of the study show evidence that such weight differs from one application domain (e.g. e-banking or e-health) to another. We also demonstrate that the weight of certain factors is related to the users knowledge in the IT Security field. This paper constitutes a first step towards the ability to measure the trustworthiness of a website, helping developers to create more trustworthy websites, and users to make their trust decisions when using on-line services.