net trust alla genkina, indiana university allan friedman, harvard university jean camp, indiana...
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Net TrustAlla Genkina, Indiana UniversityAllan Friedman, Harvard UniversityJean Camp, Indiana University
TIPPI WorkshopJune 13, 2005
Net Trust
Problem Statement
It is difficult to assess trustworthiness of a potential online transaction.
• Security and social context
• Simulation model and results
• Net Trust system design
• Preliminary usability testing results
Outline
Trust and context
Resources are often fairly easy to identify as good or bad
vs.
Trust and context
Why are good resources so hard to recognize online?
Trust and context
• Cost
• Identity
• Signaling
• Centralization
Contextual information is needed for trust to reduce complexity.
Traditional mechanisms to communicate trustworthiness
Seals
Traditional mechanisms to communicate trustworthiness
?
=
Abstracting the problem of online fraud and phishing
• Resources are typed as either good or bad• Bad resources do not exhibit strategic
behavior• Good resources have some enduring
identifier• Limited ability to discern type
Abstracting the problem of online fraud and phishing
• Resources are typed as either good or bad• Bad resources do not exhibit strategic
behavior• Good resources have some enduring
identifier• Limited ability to discern type
Claim: when the distribution of resource availability is correlated with the distribution of users, social network ties can be leveraged to provide users with information to predict type.
• Very simple model of networked actors deciding whether or not to visit resource– Network: extend Jin, Girvan & Newman (2000) to include
homophily
• Decision rule: a function of number of neighbors who have also visited that resource
Simulation Summary
• Under basic conditions, networked actors are very good at rejecting bad resources without avoiding good resources.
• A mechanism is needed to seed the network with good information.
• The network amplifies the power of individual detection abilities.
• Temporal signatures of bad resources (phishing) can be detected.
• BUT: non-savvy actors cannot achieve perfect (95%+) results without exogenous information sources.
Simulation Results Summary
Re-Embedding Trust
Alice is friend’s with Bob, and trusts Bob’s opinion
Bob likes this website
Alice has never heard of this website, but will transfer her trust for Bob to the website
Alice
Bob
Website
Net Trust Demo
Using a user’s social network (known as a buddly list) as well as user-selected centralized authorities (known as broadcasters) the Net Trust system displays meaningful information to the user so they can make an educated decision about the trustworthiness of a website.
The Net Trust Toolbar
Usability Results
Initial Usability Testing
• 25 Students
• Undergraduates/Graduates
• Informatics Department, Indiana University
Usability Results
Without Toolbar: 60% say they do not trust this site
With Toolbar: 42% say they do not trust this site
Usability Results
Without Toolbar: 52% say they do not trust this site
With Toolbar: 24% say they do not trust this site
Usability Results
Without Toolbar: 80% say they do not trust this site
With Toolbar: 76% say they do not trust this site
Usability Results
USEFUL
5.04.03.02.0
16
14
12
10
8
6
4
2
0
Std. Dev = .80
Mean = 3.8
N = 25.00
The System is Useful:
EASY
5.04.03.02.0
16
14
12
10
8
6
4
2
0
Std. Dev = .71
Mean = 3.8
N = 25.00
The System is Easy to Use:
Usability Results
Finally..
86% of participants said they would ENJOY using this system
80% of participants said they found the interface MEANINGFUL
And..
Future Work
Usability testing on signaling not to trust
Usability testing on a different demographic (next week)
Testing rating scheme
Development of “back-end”
Net Trust “Lite”
Thank you for your attention.
Questions?