Title:	INITIAL TRUST EVALUATION AND COMPARISON IN ELECTRONIC ENVIRONMENT
Author(s):	Omer Mahmood
ISBN:	972-8924-23-2
Editors:	Sandeep Krishnamurthy and Pedro Isaías
Year:	2006
Edition:	Single
Keywords:	Electronic commerce, Online trust, Value-focused thinking, Web of trust
Type:	Full Paper
First Page:	261
Last Page:	268
Language:	English
Cover:
Full Contents:	click to dowload
Paper Abstract:	Trust is an integral part of our society; it is personal and subjective. Trust affects our day to day decision making while contributing to the economic growth of the economy. For generations we have used different techniques to evaluate individuals and businesses, in the physical world, before we make any transaction or commitment. Such evaluations are personal to each individual, are subjective and assist us to compare choices and make decisions. In the physical world individuals can use visual, geographical and contextual information to evaluate an organization. However in an electronic environment, where the physical attributes are not present, we have to rely on different non-physical properties to make decisions as parties reach out far beyond their familiar trade environments and physical context. This paper identifies the dynamics of trust in an electronic transaction and presents a mathematical model to calculate weighted return on a transaction. The model uses the user’s trust level (i.e. corresponding subjective probabilities) in relation to involved transaction aspects such as business performance, worthiness, transaction, and communication channel.
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