WICOW TIME Presentation

8/9/2019 WICOW TIME Presentation

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What does

focusing onthe design

elements of awebsite tell

us about usertrust?

Laurian Vega, Virginia Tech, WICOW April 2010

Hassanein, K.S. and

M.M. Head. Building

Trust Through Socially

Rich Web Interfaces

Tuesday, April 27, 2010


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Hassanein, K.S. and

M.M. Head. BuildingTrust Through Socially

Rich Web Interfaces

Increased

Social

Presence

Increased

Social

Presence

A v. B studies



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Will trust logos affect

user trust?A v. B studies

Lumsden, J. and L.

MacKay. How Does

Personality Affect Trust

in B2C e-Commerce?



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Yang, Y., Hu, Y., andChen, J., A Web Trust-

Inducing Model for e-

Commerce and Empirical

Research; Jarvenpaa, S.,

Tractinsky, N., and

Saarinen, L., Consumer

Trust in an Internet Store


Will a strong brand name affect

user trust?Will trust logos affect user trust?A v. B studies



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How does one users trustchange when interactingwith a website?

!"

#!!"

$!!"

%!!"

&!!"

'!!!"

!(!!(!!"

!(!'('!"

!(!#($$"

!(!$($%"

!(!%(!!"

!(!)(!'"

!(!*(#%"

!(''(#'"

!('+(,'"

!('$(,#"

!('&(!&"

!('*(!,"

!(#!(!'"

-./01"2341" 23.561"7851" 9:3;1


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Todays Talk

Trust &

Credibility

Evaluating

Trust

Micro-

interactionswith Websites

Method Results Future Work




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Trust & Credibility

Credibility & Trust:user-held perceptions

based on a history of

interaction with an

environment.

Trust

Credibility




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Loyalty

Dimensions of Trust

Trust

Lee, J.D. and K.A. See, Trust in Automation: Designing for Appropriate Reliance. Human Factors, 2004. 46(1): p. 50-80.

Persistence

Fiduciary ResponsibilityIntegrity

Consistency

Openness

Ability

Intentions

Motives

DiscreetnessJudgement

Expertise

Benevolence

ConcernSincerity

Faith

Reliability

Understanding


Competence



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Trust in Different Socio-Technical

Systems




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A User is One Part of a Socio-

Technical System

User

V1

V2

V3

HerSettings

Her Experience

Website

Webpage

Information




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A User is One Part of a Socio-

Technical System

User

V1

V2

V3

HerSettings

Her Experience

Website

Webpage

Information




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Todays Talk

Trust &

Credibility

Evaluating

Trust

Micro-

interactionswith Websites





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Evaluating Trust

Qualitative Methods

Open-ended Questionnaires

Diaries

Observations Open-ended Questions &Interviews

Website & Email Logs

In-person Surveys Group Interviews &Discussion


Did you trust theinformation provided on

the web site?

Fisher, J., F. Burstein, K. Lynch and K.

Lazarenko, "Usability plus usefulness =

trust": an exploratory study of Australian

health web sites.



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Evaluating Trust

Qualitative Methods

Open-ended Questionnaires

Diaries

Observations Open-ended Questions &Interviews

Website & Email Logs

In-person Surveys Group Interviews &Discussion


Analytical BiasResearcher dependentinterpretations

Large time commitment to

analyze

Problems



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Evaluating Trust

Quantitative Methods

Surveys

Interviews Online Questionnaires Phone Surveys


Semere, W., H.L. Karamanoukian, M. Levitt,

T. Edwards, M. Murero, G. D'Ancona, et al.,

A pediatric surgery study: Parent usage of the

Internet for medical information.

"Did you trust the healthinformation you found?"

Possible answers: "Yes;

Somewhat; No"



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Evaluating Trust


Surveys



Chang, H.H. and C.S. Chang, An assessment

of technology-based service encounters &

network security on the e-health care systems

of medical centers in Taiwan.

5-point Likert-scale: "I

can trust the recordsprovided in information

technology service (the

online appointment system/

electronic medical record

system)."



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Evaluating Trust


Surveys



Delayed & decoupled fromexperience

Fallible user recollectionA v. B Studies

Problems



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A New Method:T.I.M.E

TrustUnderstanding a users trust asthey interact with a website, awebpage, and the informationwithin it

IncrementalUsing incrementalmeasurements of trust to assesschange

MeasurementTaking repeated measurementsof a users trust in the web-

system

Evaluation

Assessing how a users trustchanges and the factors thataffect it




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system

Evaluation





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system

Evaluation





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system

Evaluation





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Todays Talk

Trust &

Credibility

Evaluating

Trust

Micro-

interactions

withWebsites





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Micro-Interactions

We live in a world where the little things really do

matter. Each encounter no matter how brief is a micro-

interaction which makes a deposit or withdrawal from

our rational and emotional subconscious. The sum of

these interactions and encounters adds up to how wefeel about a particular product, brand or service. Littlethings. Feelings. ~ David Armano

e.g., clicking a link, going to the previous webpage,scrolling




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Sample Micro-Interaction




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Measuring Micro-interactions &

Trust

Repeated Measuring:

How Often?

Pairing Actions with

Trust: What Action?

Discrete Measures to

Detect Change: Scale?

Factors affecting Trust:

Which ones?

Frequency of measurement

v. Annoying participant too

much v. Predictability

Result: At least 30 seconds

from prior click in interface




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Trust

Repeated Measuring:

How Often?


Trust: What Action?




Which ones?

Every time segment v.

Pairing with Action

Result: screen remains

viewable but system

suspends interaction




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Trust

Repeated Measuring:

How Often?


Trust: What Action?




Which ones?

Detecting change v.

Meaningful result

Result: No prior measures

displayed & High precisionscale




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Trust

Repeated Measuring:

How Often?


Trust: What Action?




Which ones?

Whole socio-tech system v.

focused part

Result: 3 parts of web-system

How much do you trust thisentire website?

How much do you trust theinformation on this page?

How much do you trust thatthis information will guide

you to your answer?




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Pairing Actions with Trust




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30 seconds have

passed



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Pairing Actions with Trust!




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Method

1 hour sessions

20 participants, 12 male; all university students, 9 graduate

students

Undergraduates received extra credit

20 minutes with each website

4 tasks for each website; pre-tested to take at least 20 minutes

eg: Who was the first female presidential candidate?



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Todays Talk

Trust &

Credibility

Evaluating

Trust

Micro-

interactions

with Websites





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Clicking & Responses

Presented ~ 39 seconds

No difference between Usability Case Study Library &

Wikipedia

Presented ~ 59 timesUsability Case Study Library ~26 times

Wikipedia ~25 times

1,018 Responses for each question

~ 10 seconds answering formUsability Case Study Library ~4min, 27 seconds out of 20min

Wikipedia ~ 3min, 38 seconds out of 20min

Only one participant finished all tasks



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Trust Effects

Gender & Education Effects

Website Effect

Variation Effect

Time Effect

Women &

Undergraduates more

trusting (p


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Trust Effects


Website Effect

Variation Effect

Time Effect

Wikipedia was

trusted more

UCS trust: 495;

Wikipedia 617 (out

of 1000)



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Trust Effects


Website Effect

Variation Effect

Time Effect

~ 10% increase ordecrease for all

three questions

0

170

340

510

680

850

Website Webpage Information

User Trust for Each Website

UCS Wikipedia



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Trust Effects


Website Effect

Variation Effect

Time Effect

~ 10% increase ordecrease for all

three questions

0

75

150

225

300

Website Webpage Information

One Standard Deviation of Websites

UCS Wikipedia



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Trust Effects


Website Effect

Variation Effect

Time Effect

Trust ishigher in

the first 5

Minutes0

175

350

525

700

0-5 5-10 10-15 15-20

User Trust in 5 Minute Segments

UCS Wikipedia



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How does one users trustchange when interactingwith a website?

!"

#!!"

$!!"

%!!"&!!"

'!!!"

!(!!

(!!"

!(!'

('!"

!(!#

($$"

!(!$

($%"

!(!%

(!!"

!(!)

(!'"

!(!*

(#%"

!(''

(#'"

!('+

(,'"

!('$

(,#"

!('&

(!&"

!('*

(!,"

!(#!

(!'"

-./01"2341" 23.561"7851" 9:3;1


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Todays Talk

Trust &

Credibility

Evaluating

Trust

Micro-

interactions

with Websites





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!"

#!!"

$!!"

%!!"

&!!"

'!!!"

!(!!(!!"

!(!'('!"

!(!#($$"

!(!$($%"

!(!%(!!"

!(!)(!'"

!(!*(#%"

!(''(#'"

!('+(,'"

!('$(,#"

!('&(!&"

!('*(!,"

!(#!(!'"

-./01"2341" 23.561"7851" 9:3;1


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!"

#!!"

$!!"

%!!"

&!!"

'!!!"

!(!!(!!"

!(!'('!"

!(!#($$"

!(!$($%"

!(!%(!!"

!(!)(!'"

!(!*(#%"

!(''(#'"

!('+(,'"

!('$(,#"

!('&(!&"

!('*(!,"

!(#!(!'"

-./01"2341" 23.561"7851" 9:3;1


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What does this mean for

understanding a userstrust in a website?



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Future Work

Recreating the experiment focusing on health websites to

isolate what factors affect trust.

Looking at video to tie decreases and increases in trust to

experiences.

Exploring what trust means in the larger socio-technical

system by looking at childcares and general medical practices.



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Conclusions

There are many ways to measure trust, but none that attempt

to evaluate how trust changes.

T.I.M.E. Method collects measurements of trust at a small

enough interval to detect change.

Trust in different parts of the socio-technical system have

different levels of trust, even within a web-system



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Thank You

Thank you to all my co-authors: Yeong-tay Sun, Steve

Harrison, Scott McCrickard

Thanks to Enid Montague for her help

And thanks to Jessica Corker for helping on the future work!

www.laurianvega.com

Twitter: @LadyLaurian

Virginia Tech

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