person to person trust factors in word of mouth...
TRANSCRIPT
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Tom Heath, Enrico MottaKnowledge Media Institute, The Open University
Marian PetreDepartment of Computing, The Open University
Workshop on Reinventing Trust, Collaboration and Compliance in Social Systems, CHI2006, Montreal
22/04/2006
Person to Person Trust Factors in Word of Mouth Recommendation
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Tom Heath, Enrico Motta, Marian PetreWorkshop on Reinventing Trust, Collaboration and Compliance in Social Systems,
CHI2006 22/04/20062
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Tom Heath, Enrico Motta, Marian PetreWorkshop on Reinventing Trust, Collaboration and Compliance in Social Systems,
CHI2006 22/04/20063
![Page 4: Person to Person Trust Factors in Word of Mouth Recommendationtomheath.com/slides/2006...of-mouth-recommendation.pdf · Tom Heath, Enrico Motta, Marian Petre Workshop on Reinventing](https://reader034.vdocuments.us/reader034/viewer/2022043015/5f380677931f2b78e7119258/html5/thumbnails/4.jpg)
Tom Heath, Enrico Motta, Marian PetreWorkshop on Reinventing Trust, Collaboration and Compliance in Social Systems,
CHI2006 22/04/20064
![Page 5: Person to Person Trust Factors in Word of Mouth Recommendationtomheath.com/slides/2006...of-mouth-recommendation.pdf · Tom Heath, Enrico Motta, Marian Petre Workshop on Reinventing](https://reader034.vdocuments.us/reader034/viewer/2022043015/5f380677931f2b78e7119258/html5/thumbnails/5.jpg)
Tom Heath, Enrico Motta, Marian PetreWorkshop on Reinventing Trust, Collaboration and Compliance in Social Systems,
CHI2006 22/04/20065
Our Approach
Online systems that support recommendations from people we
already know
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Tom Heath, Enrico Motta, Marian PetreWorkshop on Reinventing Trust, Collaboration and Compliance in Social Systems,
CHI2006 22/04/20066
Known Person Recommendation
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Tom Heath, Enrico Motta, Marian PetreWorkshop on Reinventing Trust, Collaboration and Compliance in Social Systems,
CHI2006 22/04/20067
Questions
• Who do people seek recommendations from in different scenarios?
• How do they decide whether or not to trust this information?
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Tom Heath, Enrico Motta, Marian PetreWorkshop on Reinventing Trust, Collaboration and Compliance in Social Systems,
CHI2006 22/04/20068
Methodology
• In depth interviews with 12 participants
• 4 recommendation seeking scenarios– plumber, hotel, back pain, holiday activities
– variation by type of task, criticality of task– “who would you ask for recommendations,
and why”
• Qualitative analysis to identify key themes
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Tom Heath, Enrico Motta, Marian PetreWorkshop on Reinventing Trust, Collaboration and Compliance in Social Systems,
CHI2006 22/04/20069
5 Trust Factors in Word of Mouth Recommendation
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Tom Heath, Enrico Motta, Marian PetreWorkshop on Reinventing Trust, Collaboration and Compliance in Social Systems,
CHI2006 22/04/200610
Expertise
“i would probably go and ask my friend who is a plumber or my friend who is a gas fitter, working on the principle that their domain expertise, their knowledge, is in a similar area”
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Tom Heath, Enrico Motta, Marian PetreWorkshop on Reinventing Trust, Collaboration and Compliance in Social Systems,
CHI2006 22/04/200611
Experience
“people i know in the area, it’s good to have word of mouth, you know they’ve got experience good or bad”
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Tom Heath, Enrico Motta, Marian PetreWorkshop on Reinventing Trust, Collaboration and Compliance in Social Systems,
CHI2006 22/04/200612
Impartiality
“with travel agents you’d have to question what they were promoting to you - is it because they get commission?”
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Tom Heath, Enrico Motta, Marian PetreWorkshop on Reinventing Trust, Collaboration and Compliance in Social Systems,
CHI2006 22/04/200613
Affinity
“may not ask people who i don’t feel comfortable with, who haven’t got the same values as me, or have a completely different lifestyle that i don’t relate to”
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Tom Heath, Enrico Motta, Marian PetreWorkshop on Reinventing Trust, Collaboration and Compliance in Social Systems,
CHI2006 22/04/200614
Track Record
“I looked on the internet yesterday about going to see a masseur, but they were too expensive so I’ll go back to [ask] my sister as I had a good experience with her before”
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Tom Heath, Enrico Motta, Marian PetreWorkshop on Reinventing Trust, Collaboration and Compliance in Social Systems,
CHI2006 22/04/200615
How the Factors are Used
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Tom Heath, Enrico Motta, Marian PetreWorkshop on Reinventing Trust, Collaboration and Compliance in Social Systems,
CHI2006 22/04/200616
expertise and experience cited most frequently
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Tom Heath, Enrico Motta, Marian PetreWorkshop on Reinventing Trust, Collaboration and Compliance in Social Systems,
CHI2006 22/04/200617
The more critical the task, the greater the emphasis on externally validated expertise
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Tom Heath, Enrico Motta, Marian PetreWorkshop on Reinventing Trust, Collaboration and Compliance in Social Systems,
CHI2006 22/04/200618
subjective
affinity expertiseexperience
objectivesolution
factorsemphasised
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Tom Heath, Enrico Motta, Marian PetreWorkshop on Reinventing Trust, Collaboration and Compliance in Social Systems,
CHI2006 22/04/200619
Summary
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Tom Heath, Enrico Motta, Marian PetreWorkshop on Reinventing Trust, Collaboration and Compliance in Social Systems,
CHI2006 22/04/200620
5 factors that underpin how people choose sources and make decisions
about their trustworthiness
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Tom Heath, Enrico Motta, Marian PetreWorkshop on Reinventing Trust, Collaboration and Compliance in Social Systems,
CHI2006 22/04/200621
Affinity
under represented in previous studies
taste++
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Tom Heath, Enrico Motta, Marian PetreWorkshop on Reinventing Trust, Collaboration and Compliance in Social Systems,
CHI2006 22/04/200622
Patterns showing how these factors are used in different types of scenarios
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Tom Heath, Enrico Motta, Marian PetreWorkshop on Reinventing Trust, Collaboration and Compliance in Social Systems,
CHI2006 22/04/200623
Future Work
(details in the paper)
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Tom Heath, Enrico Motta, Marian PetreWorkshop on Reinventing Trust, Collaboration and Compliance in Social Systems,
CHI2006 22/04/200624
Thankyou