A card-sorting probe of e-banking trust perceptions

This paper investigates the issue of trust mediation in e-Banking. The card sorting technique was used to probe factors influencing subjects' attitudes to alternative e-banking homepage designs. The subjects also provided their trust perceptions for the same sites. These were cross-referenced with constructs generated in the card-sort to investigate the relationship between tangible and intangible trust mediators, including the interplay between site design and usability. The study findings suggest that the degree of effectiveness of tangible factors, such as security policy and trust seals, may be subtly influenced by design phenomena related to usability. The findings are articulated using Gambetta's theory of trust within an e-banking context. These are mapped to the layers of a semiotic trust ladder.

[1]  Florian N. Egger,et al.  "Trust me, I'm an online vendor": towards a model of trust for e-commerce system design , 2000, CHI Extended Abstracts.

[2]  H. Lundgren,et al.  Moderated Trust - The Impact of Power Distance and Uncertainty Avoidance on the Consumer Trust Formation Process in E-Retailing , 2003 .

[3]  Clarisse Sieckenius de Souza,et al.  The Semiotic Engineering of Human-Computer Interaction , 2005 .

[4]  Tobias Kiefer,et al.  The Future Role of Banks in Electronic Commerce - Trust as the Crucial Factor of Success in Business Enabling , 2000, ECIS.

[5]  Li-Ting Huang,et al.  On Initial Trust Building for E-Commerce: Revisiting from the Perspective of Signal Theory and Trust Transference , 2005, ECIS.

[6]  Jens Riegelsberger,et al.  Trust at First Sight? A Test of Users’ Ability to Identify Trustworthy E-commerce Sites , 2004 .

[7]  Kristiina Karvonen,et al.  Designing trust for a universal audience: a multicultural study on the formation of trust in the Internet in the Nordic Countries , 2001, HCI.

[8]  Jens Riegelsberger,et al.  Rich Media, Poor Judgement? A Study of Media Effects on Users' Trust in Expertise , 2005, BCS HCI.

[9]  Ferdinand de Saussure.  Course in General Linguistics , 1916 .

[10]  Mark A. Fuller,et al.  Are Trust and Distrust Distinct Constructs? An Empirical Study of the Effects of Trust and Distrust among Online Banking Users , 2006, Proceedings of the 39th Annual Hawaii International Conference on System Sciences (HICSS'06).

[11]  Jinwoo Kim,et al.  Designing towards emotional usability in customer interfaces trustworthiness of cyber-banking system interfaces , 1998, Interact. Comput..

[12]  U. Eco.  A Theory of Semiotics , 1977 .

[13]  B. J. Fogg,et al.  Web credibility research: a method for online experiments and early study results , 2001, CHI Extended Abstracts.

[14]  Diego Gambetta.  Can We Trust Trust , 2000 .

[15]  Sirkka L. Jarvenpaa,et al.  Consumer trust in an Internet store , 2000, Inf. Technol. Manag..

[16]  G. Kelly.  The Psychology of Personal Constructs , 2020 .

[17]  Susan Wiedenbeck,et al.  On-line trust: concepts, evolving themes, a model , 2003, Int. J. Hum. Comput. Stud..

[18]  Gerald L. Lohse.  Usability and Profits in the Digital Economy , 2000, BCS HCI.

[19]  Jens Riegelsberger,et al.  Shiny happy people building trust?: photos on e-commerce websites and consumer trust , 2003, CHI '03.

[20]  Heike Schaumburg,et al.  A picture says more than a thousand words: photographs as trust builders in e-commerce websites , 2002, CHI Extended Abstracts.

[21]  Anne Adams,et al.  Building security and trust in online banking , 2005, CHI Extended Abstracts.

[22]  Jens Riegelsberger,et al.  The researcher's dilemma: evaluating trust in computer-mediated communication , 2003, Int. J. Hum. Comput. Stud..

[23]  Elizabeth Sillence,et al.  A framework for understanding trust factors in web-based health advice , 2006, Int. J. Hum. Comput. Stud..

[24]  Jens Riegelsberger,et al.  The mechanics of trust: A framework for research and design , 2005, Int. J. Hum. Comput. Stud..

[25]  Diego Gambetta,et al.  Streetwise: How Taxi Drivers Establish Customer's Trustworthiness , 2005 .

[26]  Morris Sloman,et al.  A survey of trust in internet applications , 2000, IEEE Communications Surveys & Tutorials.

[27]  Gordon Rugg,et al.  The sorting techniques: a tutorial paper on card sorts, picture sorts and item sorts , 1997, Expert Syst. J. Knowl. Eng..

[28]  Gavriel Salvendy,et al.  Customer-centered rules for design of e-commerce Web sites , 2003, CACM.

[29]  Fn Florian Egger.  FROM INTERACTIONS TO TRANSACTIONS: Designing the Trust Experience for Business-to-Consumer Electronic Commerce , 2003 .