The growth of eCommerce is being hampered by a lack of trust between providers and consumers of Web-based services. While Web trust issues have been addressed by researchers in many disciplines, a comprehensive approach has yet to be established. This thesis proposes a conceptual trust-profiling framework???W3TF???which addresses issues of trust and user confidence through a range of new user-centred trust measures???trust categories, trust domains, transitivity of trust, fading factor analysis, standalone assessment, hyperlinked assessment and relevance assessment. While others now use the concept of transitivity of trust, it was first introduced by this research in 1998. The thesis also illustrates how W3TF can narrow the gap/disconnection between the hierarchical PKI trust environment and the horizontal Web referral environment. The framework incorporates existing measures of trust (such as Public Key Infrastructure), takes account of consumer perceptions by identifying trust attributes, and utilises Web technology (in the form of metadata), to create a practical, flexible and comprehensive approach to trust assessment. The versatility of the W3TF is demonstrated by applying it to a variety of cases from trust literature and to the hypothetical case study that provided the initial stimulus for this research. It is shown that the framework can be expanded to accommodate new trust attributes, categories and domains, and that trust can be ???weighed??? (and therefore evaluated) by using various mathematical formulae based on different theories and policies. The W3TF addresses identified needs, narrows the gaps in existing approaches and provides a mechanism to embrace current and future efforts in trust management. The framework is a generic form of trust assessment that can help build user confidence in an eCommerce environment. For service providers, it offers an incentive to create websites with a high number of desired trust attributes. For consumers, it enables more reliable judgments to be made. Hence, Web trust can be enhanced.
| Identifer | oai:union.ndltd.org:ADTP/240762 |
| Date | January 2005 |
| Creators | Yang, Yinan, Information Technology & Electrical Engineering, Australian Defence Force Academy, UNSW |
| Publisher | Awarded by:University of New South Wales - Australian Defence Force Academy. School of Information Technology and Electrical Engineering |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | Copyright Yinan Yang, http://unsworks.unsw.edu.au/copyright |
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