Trust. Jason Chalecki. Usable Privacy and Security – Spring 2006. Not much trust. e-commerce sites 29% trust either "just about always" or "most of the time" 64% trust "only some of the time" or "never" consumer advice sites 33% trust 59% low levels of trust. An online problem?.
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Usable Privacy and Security – Spring 2006
Disposition to Trust
Trusting Intentions (intention to engage in trust-related behaviors with a specific web vendor)
Trust Beliefs (perceptions of specific web vendor attributes)
Institution-Based Trust (perceptions of the Internet environment)
Use attractive design.
Create a professional image – avoid spelling mistakes and other simple errors.
Don’t mix advertising and content – avoid sales pitches and banner advertisements.
Convey a “real-world” look and feel – for example, with use of high-quality photographs of real places and people.
Maximize the consistency, familiarity, or predictability of an interaction both in terms of process and visually.
Include seals of approval such as TRUSTe.
Provide explanations, justifying the advice or information given.
Include independent peer evaluation such as references from past and current users and independent message boards.
Provide clearly stated security and privacy statements, and also rights to compensation and returns.
Include alternative views, including good links to independent sites with the same business area.
Include background information such as indicators of expertise and patterns of past performance.
Clearly assign responsibilities (to the vendor and the customer).
Ensure that communication remains open and responsive, and offer order tracking or an alternative means of getting in touch.
Offer a personalized service that takes account of each client’s needs and preferences and reflects its social identity.Trust Design Guidelines
Stanford Persuasive Technology Lab