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- W155105826 abstract "ABSTRACTThe purpose of this study is to better understand a user's trust in web sites designed for three different contexts: commerce, health and news. The study evaluates changes in self-reported user trust ratings as users interacted with different website elements. Differences in user trust ratings were observed between websites, suggesting changes in trust ratings are likely related to website context. Therefore, consumers may develop different thresholds of trust based on usability, privacy, and content based on context of website. The results can be used to design web sites across contexts in order to foster appropriate user trust.Keywords: Trust, Web Sites, Usability, Dynamic EvaluationINTRODUCTIONOnline trust is defined as attitude of confident expectation in an online situation of risk that one's vulnerabilities will not be exploited (Corritore, Kracher, & Wiedenbeck, 2003, p. 740). There are a myriad of stimuli, cues, knowledge, past experiences and beliefs that can influence trust. The most frequently cited definition of trust is the willingness of a to be vulnerable to actions of another based on expectation that other will perform a particular action important to trustor irrespective of ability to monitor or control that other party (Mayer, Davis, & Schoorman, 1995). For present study, Mayer et al.'s (1995) definition of trust was extended to encompass growing necessity for trust between humans and technology. Trust was defined as user's relationship with an interface and expectation that technology (web sites) will correctly perform in a particular situation.The inherent nature of trust is dynamic (Vega, Sun, McCrickard, & Harrison, 2010); trust can be expected to increase and decrease over time based on reliability and performance factors. Zahedi and Song (2008) introduced concept that user trust in web sites evolves over time. According to Zahedi and Song, it is essential to observe causes that enable users to change their level of trust in a website over time. Trust is also subjective and context dependent, as it evolves over time through new experiences (Coetzee & Eloff, 2005). However, most studies look strictly at initial trust and its impact on user intention and behavior (Jarvenpaa, Tractinsky, & Vitale, 2000). To date, there has been very little research that describes how users' trust in web sites evolves or time necessary for a user to establish trust (Zahedi & Song, 2008). The few studies that have observed users' trust in health websites over time (Sillence, Briggs, Harris, & Fishwick, 2006; Song & Zahedi, 2007; Zahedi & Song, 2008) have done so using only a single type of website, such as health infomediaries (online health information providers).When encountering new information, people compare their current experience to previous experiences and knowledge (Norman, 1983). Well-designed websites can act as a person's virtual representation of a physical construct. The more congruent virtual representation is to individual's existing mental model of construct, more likely person is to have a comfortable initial interaction. Aligning website with user's expectations also allows users to remember website (Roth, Schmutz, Pauwels, Bargas-Avila, & Opwis, 2010). Both initial and subsequent trust ratings of a newly encountered site might be influenced by (1) degree to which characteristics of virtual representation matches individual's mental model and (2) individual's expectations of functional properties of similar types of web sites (see Figure 1). As individual interacts with web site, their mental model may change and become more detailed (Roth et al., 2010). It is expected that user's trust will change as individual's mental model changes. For this reason, it is extremely important to understand process by which user interacts with website and, in turn, updates their mental model and trust in website (Figure 1). …" @default.
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- W155105826 date "2012-12-01" @default.
- W155105826 modified "2023-09-24" @default.
- W155105826 title "Contextual Differences in the Dynamic Measurement of Trust in Websites" @default.
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