slide1
Download
Skip this Video
Download Presentation
Net Trust

Loading in 2 Seconds...

play fullscreen
1 / 22

Net Trust - PowerPoint PPT Presentation


  • 175 Views
  • Uploaded on

Net Trust. Alla Genkina, Indiana University Allan Friedman, Harvard University Jean Camp, Indiana University TIPPI Workshop June 13, 2005. Net Trust. Problem Statement. It is difficult to assess trustworthiness of a potential online transaction. Outline. Security and social context

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Net Trust' - harris


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
slide1

Net Trust

Alla Genkina, Indiana University

Allan Friedman, Harvard University

Jean Camp, Indiana University

TIPPI Workshop

June 13, 2005

slide2

Net Trust

Problem Statement

It is difficult to assess trustworthiness of a potential online transaction.

slide3

Outline

  • Security and social context
  • Simulation model and results
  • Net Trust system design
  • Preliminary usability testing results
slide4

Trust and context

vs.

Resources are often fairly easy to identify as good or bad

slide5

Trust and context

Why are good resources so hard to recognize online?

slide6

Trust and context

  • Cost
  • Identity
  • Signaling
  • Centralization

Contextual information is needed for trust to reduce complexity.

slide9

Abstracting the problem of online fraud and phishing

  • Resources are typed as either good or bad
  • Bad resources do not exhibit strategic behavior
  • Good resources have some enduring identifier
  • Limited ability to discern type
slide10

Abstracting the problem of online fraud and phishing

  • Resources are typed as either good or bad
  • Bad resources do not exhibit strategic behavior
  • Good resources have some enduring identifier
  • Limited ability to discern type

Claim: when the distribution of resource availability is correlated

with the distribution of users, social network ties can be leveraged

to provide users with information to predict type.

slide11

Simulation Summary

  • Very simple model of networked actors deciding whether or not to visit resource
    • Network: extend Jin, Girvan & Newman (2000) to include homophily
  • Decision rule: a function of number of neighbors who have also visited that resource
slide12

Simulation Results Summary

  • Under basic conditions, networked actors are very good at rejecting bad resources without avoiding good resources.
  • A mechanism is needed to seed the network with good information.
  • The network amplifies the power of individual detection abilities.
  • Temporal signatures of bad resources (phishing) can be detected.
  • BUT: non-savvy actors cannot achieve perfect (95%+) results without exogenous information sources.
slide13

Re-Embedding Trust

Bob

Alice is friend’s with Bob, and trusts Bob’s opinion

Bob likes this website

Alice has never heard of this website, but will transfer her trust for Bob to the website

Website

Alice

slide14

Net Trust Demo

Using a user’s social network (known as a buddly list) as well as user-selected centralized authorities (known as broadcasters) the Net Trust system displays meaningful information to the user so they can make an educated decision about the trustworthiness of a website.

The Net Trust Toolbar

slide15

Usability Results

  • Initial Usability Testing
    • 25 Students
    • Undergraduates/Graduates
    • Informatics Department, Indiana University
slide16

Usability Results

Without Toolbar: 60% say they do not trust this site

With Toolbar: 42% say they do not trust this site

slide17

Usability Results

Without Toolbar: 52% say they do not trust this site

With Toolbar: 24% say they do not trust this site

slide18

Usability Results

Without Toolbar: 80% say they do not trust this site

With Toolbar: 76% say they do not trust this site

slide19

Usability Results

The System is Useful:

The System is Easy to Use:

slide20

Usability Results

Finally..

80% of participants said they found the interface MEANINGFUL

And..

86% of participants said they would ENJOY using this system

slide21

Future Work

Usability testing on signaling not to trust

Usability testing on a different demographic (next week)

Testing rating scheme

Development of “back-end”

Net Trust “Lite”

ad