[pt] Com crescente número de sites de consumo colaborativo, cresce também a necessidade de se criar ambientes online que permitam a geração de confiança entre indivíduos desconhecidos a partir de sistemas de reputação. Os sistemas de reputação online têm a função de coletar informações de comportamentos passados dos usuários para tentar prever seus comportamentos futuros. Diversos estudos sobre o assunto surgiram nos últimos anos, porém esses estudos apresentam definições de reputação online e descrições de sistemas de reputação que desconsideram o indivíduo, alvo da reputação, como agente formador de sua própria reputação, ou seja, para esses estudos, a reputação de um indivíduo pode ser influenciada apenas por terceiros. Este estudo esteve focado na geração de reputação em sites de hospedagem entre indivíduos, ou seja, sites que possibilitam que anfitriões (prestadores de serviço) aluguem seus imóveis ou parte deles, como um quarto, para hóspedes (consumidores), que na maioria das vezes são desconhecidas. O objetivo desse estudo foi investigar se o alvo da reputação (anfitrião) poderia ser um agente influenciador de sua própria reputação online e se essa influência poderia gerar informações formadoras de reputação com mais qualidade. Além disso, buscou-se saber se esse envolvimento ativo do anfitrião gerou reputações mais precisas e consequentemente afetou a confiança e a desconfirmação de terceiros. Para realizar esse estudo, foi proposto um novo modelo gerador de reputações online e foram realizados 4 experimentos que buscaram investigar a influência do alvo da reputação: (1) na qualidade das suas informações de reputação; (2) na percepção de sua reputação por terceiros; (3) no impacto na confiança online de terceiros sobre ele; (4) e na confirmação (ou desconfirmação) da expectativa de seus parceiros de transação. Este trabalho contribui para literatura oferecendo uma nova definição para o construto reputação online. Ele também provê um novo método capaz de capturar informações de reputação mais acuradas e confiáveis, que se adotado por empresas de hospedagem online podem proporcionar a seus usuários informações mais relevantes para a escolha de anfitriões. / [en] With the growing number of collaborative consumption websites, there is also a growing need to create online environments, and online reputation systems that enable the creation of trust among unacquainted individuals. The function of online reputation systems is to collect and store information about the past behaviors of users and use it as a predictor of future behavior. In recent years, several studies on this subject have emerged, however, they present definitions of online reputation and descriptions of reputation systems that disregard the reputed individual as an agent in the creation of his/her own reputation. That implies that an individual s online reputation is solely determined by third parties, and that he/she plays no role in that process. This study focused on the generation of reputation parameters in peer-to-peer hospitality websites. These websites allow hosts (service providers) to rent their home, or part of it, such as in the case a single room, to guests (consumers) who are often unknown to them. The purpose of this study was to investigate whether the reputation target (the host) could be an influencing agent in the formation of his/her own online reputation. Moreover, it sought to whether this active involvement of the host was likely to generate more accurate information about the his/her reputation, thus affecting the levels of trust and disconfirmations of guests. To develop this study, a new model for the generation of online reputation was proposed, and four experiments were carried out to investigate the influence of the reputation target (host): (1) on the quality of its reputation information; (2) on the perception of the host s reputation by third parties; (3) on the levels online trust that third parties (guests) display in relation to the host; and (4) on the confirmation (or disconfirmation) of these third-party expectations. This paper contributes to literature by offering a new approach to the online reputation construct. It also provides a novel method for the construction of more accurate and reliable online reputation parameters, which, if adopted by online hospitality companies could provide their users with subsidies to make better informed choices regarding hosts.

CoordenaÃÃo de AperfeiÃoamento de Pessoal de NÃvel Superior / Studies suggest that online trust is fostered by the perception of its antecedents, such as the ability of the online seller, his demonstrations of benevolence, the security system of his website, the presence of seals from external regulators and the perception of the competence of the sales system. These predictors of online trust can be perceived differently among consumers of different countries, influenced by cultural values related to their country. It is proposed that cultural dimensions, specifically individualism versus collectivism and uncertainty avoidance, may, even indirectly, influence the development of trust between consumers and online retailers. Using theoretical framework of Hofstede (2001) and others scholars (JARVENPAA; TRACKTINSKY, 1999; LEE; TURBAN, 2001; CHOI; GEISTFELD, 2004; AN; KIM, 2008 among others), the survey was conducted in Fortaleza (Brazil) and Montreal (Canada), between 2011 Q3 and 2012 Q1. A survey was implemented using scales validated by previous researches. A descriptive data analysis was carried, as well as the assembly of a multiple linear regression model with online trust as the dependent variable. The results indicated rejection of assumptions about the appreciation of the Brazilian public by characteristics of benevolence from online vendors compared to the Canadian public, as well as rejection of assumption appreciation of Canadians on Brazilian relating to the perception of the competence of sales systems and guarantees verified by third parties in online stores. The results also suggested the statement of the assumptions made about the predilection of Canadians over the Brazilians in relation to the perception of the abilities of online retailers as well as the statement of the assumptions that Brazilian indicative attribute more importance to security of online systems, compared to the Canadian public. The study shows that culture affects the perception of consumers in collectivist and low uncertainty avoidance on the security system sales, while acting on the perception of consumerâs individualistic profile and low uncertainty avoidance in relation to individual abilities of online retailers. / Estudos sugerem que a confianÃa online à fomentada pela percepÃÃo de antecedentes, como a habilidade do varejista online, demonstraÃÃes de benevolÃncia, a seguranÃa que o website demonstra ter, a presenÃa de selos de ÃrgÃos reguladores externos e a competÃncia tÃcnica do sistema de vendas. Estes antecedentes podem ser percebidos de maneira diferenciada entre consumidores de diferentes paÃses, influenciados pela cultura de cada paÃs. PropÃe-se que as dimensÃes culturais, em especial individualismo versus coletivismo e aversÃo à incerteza influenciam o desenvolvimento das relaÃÃes de confianÃa entre consumidores e varejistas online. Pautado no referencial teÃrico de Hofstede (2001) e outros autores (JARVENPAA; TRACKTINSKY, 1999; LEE; TURBAN, 2001; CHOI; GEISTFELD, 2004; AN; KIM, 2008), a pesquisa foi realizada em Fortaleza (Brasil) e em Montreal (CanadÃ), entre 2011.2 e 2012.1. Utilizou-se questionÃrios fechados com construtos provenientes dos estudos supracitados. Realizou-se anÃlise descritiva dos dados, bem como a montagem de um modelo de regressÃo linear mÃltiplo com a confianÃa online como variÃvel dependente. Os resultados apontaram rejeiÃÃo das pressuposiÃÃes sobre a apreciaÃÃo do pÃblico brasileiro por caracterÃsticas de benevolÃncia dos vendedores online em comparaÃÃo com o pÃblico canadense, assim como rejeiÃÃes da pressuposiÃÃo de apreciaÃÃo dos canadenses sobre os brasileiros relativos à percepÃÃo da competÃncia tÃcnica dos sistemas de vendas e das garantias aferidas por terceiros em lojas online. Os resultados sugeriram, ainda, a afirmaÃÃo dos pressupostos feitos acerca da predileÃÃo dos canadenses sobre os brasileiros em relaÃÃo à percepÃÃo das habilidades do varejista online, assim como a afirmaÃÃo dos pressupostos de que brasileiros atribuem maior importÃncia à indicativos de seguranÃa dos sistemas online, em comparaÃÃo com o pÃblico canadense. O estudo propÃe que a cultura afeta a percepÃÃo de consumidores coletivistas e aversos a incertezas acerca da seguranÃa do sistema de vendas, enquanto age sobre a percepÃÃo de consumidores individualistas e com baixa aversÃo à incerteza em relaÃÃo Ãs habilidades individuais de varejistas online.

A confiança online é de grande importância no comércio online sendo considerada mais importante no comércio social do que no comércio eletrônico, visto que, ela é a responsável por levar os consumidores a adquirir a intenção de compra. Devido a grande importância da confiança no comércio online, esta pesquisa possuiu como principal objetivo estudar o relacionamento entre a confiança e as variáveis que a influência (seus antecedentes) e entre a confiança e a intenção de compra. Este relacionamento foi verificado no comércio social mais especificamente em sua segunda forma de classificação, a qual, considera as mídias sociais como sendo um tipo de loja online. Como antecedentes foram estudados a privacidade, a segurança, a proximidade, a familiaridade e o hábito de utilizar o site sendo que este foi estudado de forma inédita neste estudo. Para realizar esta pesquisa foi realizado um levantamento junto com os consumidores que utilizam o Facebook como site do comércio social. Como método de coleta de dados foi utilizado um questionário elaborado com base na escala Likert de sete pontos onde este foi aplicado aos estudantes da graduação e da pósgraduação da Universidade de São Paulo campus Ribeirão Preto sendo que a amostra utilizada nesta pesquisa foi por conveniência. Como método de análise de dados foi utilizado o modelo de equações estruturais. Foi possível mostrar que os antecedentes: privacidade, segurança, familiaridade e hábito de usar o site influenciam positivamente a confiança e que a proximidade exerce influência negativa. Também foi mostrado que a confiança influencia positivamente a intenção de compra. Os resultados deste estudo trouxeram importantes descobertas na área de pesquisa do comércio social contribuindo tanto com a literatura quanto com a prática. Em relação a literatura foi possível mostrar que a segurança é um antecedente da confiança fato que não tinha sido comprovado em outra pesquisa, além do mais foi visto de forma inédita que o hábito de usar o site também é um antecedente que exerce influência positiva sobre ela. Na prática estes resultados podem ser utilizados pelos administradores para melhorar seus sites. / Online trust is of great importance in online commerce being considered more important in social commerce than in electronic commerce since it is responsible for getting consumers to acquire the intention to purchase. Due to the great importance of trust in online commerce this research had as main objective to study the relationship between trust and the variables that influence (its antecedents) and between the trust and the intention to purchase. This relationship was verified in social commerce more specifically in its second form of classification which considers social media as being a type of online store. As antecedents we studied the privacy, security, proximity, familiarity and habit of using the site, and this was studied in an unprecedented way in this study. To carry out this research was carried out a survey together with consumers who use Facebook as a social commerce site. As a method of data collection, a questionnaire was developed based on the seven-point Likert scale where it was applied to undergraduate and graduate students from the University of São Paulo at Ribeirão Preto campus and the sample used in this study was for convenience. As a method of data analysis the structural equations model was used. It was possible to show the antecedents: privacy, security, familiarity and habit to use the site positively influence the trust and that the proximity exerts negative influence. It has also been shown that trust positively influences the purchase intention. The results of this study have brought important findings in the area of social commerce research contributing both to literature and practice. In relation to the literature it was possible to show that security is an antecedent of trust fact that had not been proven in another research, besides was seen in an unprecedented way that the habit of using the site is also an antecedent that exerts a positive influence on it. In practice, these results can be used by administrators to improve their sites.

Digitalisering är under ständig utveckling inom banksektorn. I och med den växande utvecklingen så har intresset för artificiell intelligens ökat men trots detta finns det fortfarande kvar osäkerheter kring användandet av AI-chatbots. Banker hanterar en stor mängd känsliga uppgifter vilket gör att konsumenters upplevda oro och tillit är extra känsligt. Detta är viktigt att understryka då tidigare forskning har visat att tillit utgör en stor del av konsumenters beslut att använda AI-chatbot. Baserat på tidigare forskning har denna studie knutit samman teorier om vilka faktorer som påverkar svenska bankkonsumenters tillit till AI chatbots samt vilka faktorer som påverkar svenska bankkonsumenters intention att använda AI chatbots vid utförande av bankärenden online. Detta utgör även studiens syfte. Det teoretiska ramverket i studien utgörs av technology acceptance model (TAM), on-line trust-modellen och upplevd mänsklighet. Utifrån dessa teorier har studiens hypoteser byggts upp där vardera hypotes testar en faktor som beskrivs i de valda teorierna. Datainsamlingen skedde genom en enkätundersökning online som distribuerades på sociala kanaler. Undersökningen genererade 87stycken fullständiga svar. Insamlade data analyserades med hjälp av Minitab och Excel. De analysmetoder som använts för att analysera insamlade data var huvudsakligen korrelationstest och regressionsanalys. Resultatet visade att den upplevda nyttan och tillit är faktorer som påverkar intentionen till användning positivt. Resultatet visade även att faktorerna trovärdighet och användarvänlighet påverkar tilliten positivt samt att risk har en negativ påverkan på tilliten. För att effektivisera användning av AI-chatbots som kundtjänstverktyg så rekommenderas svenska banker att fokusera på att öka den upplevda nyttan i form av att säkerställa snabbhet, produktivitet och enkelhet. Svenska banker bör även säkerställa att bankkonsumenter känner tillit till AIchatbots. Detta kan göras genom att fokusera på ökad användarvänlighet och trovärdighet samtidigt som banker bör minska den upplevda risken i form av integritetsrisk då detta är faktorer som visat samband med tillit till AI-chatbots inom banksektorn. / Digitalization is under constant development within the banking industry. With this comes a growing interest in artificial intelligence. Despite this, uncertainty regarding the use of AI-chatbots remains. Banks handle a large amount of sensitive information which, for the consumers, makes the perceived trust especially delicate. Earlier research has shown that trust has a significant impact on the consumers intention to use AI-chatbots. Based on previous research this study aims to tie together theories about which factors impact Swedish bank customers’ trust towards AI-chatbots, as well as the customers’ intention to use AI-chatbots while performing bank-related business online. This is also considered to be the purpose of this paper. In this study the theoretical standpoint is based on the technology acceptance model (TAM), on-line trust and perceived humanness. From these well-established theories a set of hypotheses has been presented, where each hypothesis examines different factors that are presented in the used model. The data collection in this study was conducted through an online survey, where a total of 87 answers were collected. The data was analyzed using Minitab. The main analysis methods used were correlation tests as well as a regression analysis. The results showed that the perceived usefulness and trust are factors that have a positive impact on the intention to use AI-chatbots while performing banking tasks. The results also showed that ease of use and credibility have a positive impact on trust while risk has a negative impact on trust toward AI-chatbots. To make the use of AI-chatbots more effective as a customer service tool this study recommends Swedish banks to focus on increasing the perceived usefulness of the AI-chatbots. This can be done by ensuring the AI-chatbots are able to provide productivity, simplicity and swiftness to its users. Swedish banks should also focus on increasing customers’ perceived trust in the AIchatbots. This can be achieved by increasing the ease of use as well as the credibility of the system. To decrease the experienced risk of using the AI-chatbots, this study recommends banks to focus on decreasing the integrity risk.

No description available.

Thesis submitted in fulfilment of the requirements for the degree Master of Technology Design in the Faculty of Informatics and Design at the Cape Peninsula University of Technology Supervisor: Prof J Messeter Cape Town, 2013 / The aim of this research project was to provide an answer to the question: “How can an understanding of online trust be used to build valuable online applications in Higher Education?” In order to present an answer to this question, a literature survey was conducted to establish: • An understanding of the phenomenon of online trust • What the factors are that influence a loss of trust in the online environment The literature survey highlighted several factors that influence a loss of trust in the online environment, called trust cues. These factors, however, were often tested within the E-commerce environment, and not in organization-specific contexts, such as online platforms in use in Higher Education. In order to determine whether or not these factors would influence the development of trust in context-specific environments, the author of this research grouped the indentified trust factors into three focus areas, i.e. content, ease of use, and navigation. These factors were then incorporated into a series of nine different prototypes. These prototypes were different versions of a particular online platform currently in use at the Cape Peninsula University of Technology (CPUT). The prototypes were tested over a three week period, with certain staff members at the institution in question recruited as test participants. During each week of user observations, a different focus area was targeted, in order to establish the impact that it would have on the perceived trustworthiness of the platform in question. User observations were conducted while test participants completed a standard process using the various prototypes. Semi-structured interviews were also conducted while participants completed the specific process. Participants were asked to evaluate each screen in the process according to its perceived trust worthiness, by assigning a trust level score. At the completion of the three rounds of user observations, in-depth interviews were conducted with test participants. The participants’ trust level scores for each prototype were captured and graphed. A detailed description for the score given for a particular screen was presented on each graph. These scores were combined to provide an analysis of the focus area tested during the specific round. After the three rounds of user observations were completed, an analysis of all the trust factors tested were done. Data captured during interviews were transcribed, combined with feedback received from questionnaires, and analysed. An interpretation of the results showed that not all trust factors had a similar influence in the development of trust in the online platform under investigation. Trust cues such as content organization, clear instructions and useful content were by far the most significant trust factors, while others such as good visual design elements, professional images of products, and freedom from grammatical and typographical errors had little or no impact in the overall trustworthiness of the platform under investigation. From the analysis done it was clear that the development of trust in organization-specific contexts is significantly different than developing trust in an E-commerce environment and that factors that influence the development of trust in one context might not always be significant in another. In conclusion, it is recommended that when software applications are developed in organization-specific contexts, such as Higher Education, that trust factors such as good content organization, clear instructions and useful content be considered as the most salient. Organization-specific contexts differ quite significantly in that the users of these systems often convey a certain degree of trust toward the online platforms that they work with on a daily basis. Trust factors that are geared toward developing an initial or basic trust in a particular platform, which is often the case with first time users engaging in an E-commerce platform, would therefore not be as significant in the development of a more developed level of trust, which is what is needed within the development of organization-specific online platforms.