Steve Diller, Lynn Lin, and Vania Tashjian
Cheskin Research
The Idea of "Individuality"
The Institutional Supports of Individualism
The Case of Business Rights
Where Security, Privacy, and Trust Come in Security
Tactics to Secure Property Rights
Security of Labels of Individual Identity
The Special Tactic of “Privacy
The Role of Trust
Trust and Risk
Trust as Process
Security and Privacy in the Online World
Privacy Issues Online: The “Threat of the Net"
"Secure" Servers
Re-establishing Control of “Private” Information
Struggle Over Ownership of Health Data
Protection of Individual Labels
Online Trust Development Between Two Parties
Building Blocks of Web Site Trustworthiness
Interactions Between the Elements
The Centrality of Effective Navigation and Branding
Lesser-Known Brands Must Build Sites With Strong Navigation and Fulfillment
Cultural Aspects of Online Trust Development
Collectivism Vs. Individualism
Other Cultural Factors
The Effect of Experience and Use of Earlier Technological Metaphors
Perception Vs. Behavior
Other Ways Web Sites and Other Players Try to Affect Web Site Trustworthiness
Laws and Government
Private Institutions
Recognition of “Seals of Approval”
Privacy Statements Irrelevant
Effects on Perceived Trustworthiness
The Greater the Experience, the Less the Need for Seals of Approval
Database Security
The Future of Online Trust
The End of Privacy?
References
Figure 63.1: 1999 Copyrights of Studio Archetype/Sapient and Cheskin. All Rights Reserved.
Figure 63.2: A model to understand e-commerce trust. Copyright 1999 Copyright of Studio Archetype and Cheskin Research. All Rights Reserved.
Figure 63.3: Internet consumer trust model.
Figure 63.4: %increased trust by level of use.
Figure 63.5: %increased trust by level of expertise.