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Title:
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CONSTRUCTION OF TRUST IN ONLINE AUCTION INTERACTIONS |
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Author(s):
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Sanna Malinen, Jarno Ojala |
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ISBN:
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978-972-8939-31-1 |
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Editors:
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Piet Kommers, Tomayess Issa and Pedro Isaías |
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Year:
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2010 |
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Edition:
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Single |
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Keywords:
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Trust, reputation system, online auction, e-commerce, C2C, social interaction. |
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Type:
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Full Paper |
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First Page:
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41 |
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Last Page:
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48 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Trust experienced between partners is a precondition for business transactions. As trust is known to emerge especially in face-to-face interaction, it takes a longer time and more effort for it to evolve in an online context. This study describes users viewpoints on how trust is experienced and constructed in interactions between users of an online auction site. The results are based on 24 qualitative interviews with active users who are both selling and buying items in a popular Finnish online auction site, Huuto.net. The results show that a reputation system that is based on user feedback is essential for the evaluation of other users and their reliability. However, the interviewees found some flaws in the reputation system, and therefore they felt a need to look for cues of trustworthiness and reliability in other ways, such as asking additional questions, looking for additional information from the internet, and reading the advertisements carefully. We suggest that these more advanced ways of evaluating the reliability of other users are evolving with time and experience. As a practical result, we aim to point out which kinds of design elements of the service support the experience of trust, and present design guidelines for facilitating trust in online auctions. |
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