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