At the Proceedings of the 3rd International Symposium on Electronic Commerce (ISEC’02)/IEEE, Shepherd et al. (2002) presented a paper called “Enabling Trust Online” in which they identify ten principles of (online) trust. The principles are listed in the following:
- Trust depends on identity. […]
- Trust is based on information. […]
- Trust is a function of the perception of risk. […]
- Trust deepens over time and with increased reciprocity. […]
- Trust is a matter of degree. […]
- Culture affects trust. […]
- Third party ratings are important in developing trust. […]
- Second party opinions are important in developing trust. […]
- First party information are important in developing trust. […]
- Formal and social controls are important in developing trust.
- …Whereas first party information are directly communicated by a business / by the subject, second party information opinions from people who interacted at some point with the business/ subject and the third party information are various ways of approval seals, trustmarks or other evaluation from trusted third parties.
Source: Shepherd, M. ; Marche, S. ; Watters, C. ; Daignault, M. (2002): Enabling Trust Online, Proceedings of the 3rd International Symposium on Electronic Commerce (ISEC’02)/IEEE.
Full article available here.