ABSTRACT
Trust in E-Commerce
Jens Riegelsberger
Department of Computer Science, UCL
E-commerce stretches interactions over space and time, and thus requires
more trust than traditional shopping. Current approaches to building trust
in e-commerce focus on cognitive trust. Human trust decisions, however, are
also based on affective reactions, which can be triggered by interpersonal
cues. This research investigates the effect of visual interpersonal cues on
users trust. First results from this PhD indicate that visual interpersonal
cues have an effect on users decision making. This effect, however,
strongly depends on context variables, as well as individual differences. A
further issue under investigation is the potential negative effect of
interpersonal cues on task performance and visual attention. Thus, this
research combines eye-tracking with trust measurements adapted from
experimental economics.
Maintained by rbennett@cs.ucl.ac.uk