Assessing perceptions of trust and security in manipulated versions of low trust and high trust tourism websites
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Assessing perceptions of trust and security in manipulated versions of low trust and high trust tourism websites
- 1. www.bournemouth.ac.uk Assessing Perceptions of Trust and Security in Manipulated Versions of Low Trust and High Trust Tourism Websites Assoc Prof Jacqui Taylor, Dept of Psychology, Bournemouth University Thanks to inter-disciplinary co-authors: Professor Sine McDougall (Psychology, Bournemouth University) Dr Gail Ollis (Computing, Bournemouth University) Dr Philip Alford (Tourism, University of Southampton) ENTER19 e-Tourism Conference Nicosia, Cyprus February 1st 2018
- 2. www.bournemouth.ac.uk Presentation Plan Research in Progress Paper (e-Review of Tourism) 1. Research Aims 2. Method (procedure and materials) 3. Results (current and future analyses) 4. Summary and Conclusion
- 3. www.bournemouth.ac.uk 1. Aims Aim of research programme: - to use multiple methods to identify how trust is evaluated in tourism websites (self-report, eye tracking, interviews) - Whether? How? Why? Present today: self-report perceptions of trust Research question: can manipulations of websites to increase or reduce trust features predict user’s trust perceptions?
- 4. www.bournemouth.ac.uk 2. Method: Procedure 56 participants viewed one version of each website (6 seconds) - eyes were tracked - immediate rating of trust for each site via keypad device: 1=‘not very trustworthy’, 2=‘quite trustworthy’, 3=‘very trustworthy’ After all 7 presented, a self-report questionnaire completed for each website for more considered perceptions of trust, security, appeal, usability, behavioural intention Self-perception questionnaire completed: - trust disposition + concern for information privacy Demographic measures collected: - gender, age, computer use, experience with e–commerce
- 5. www.bournemouth.ac.uk 2. Method: Materials Seven websites (variety of types) flight company, travel agency, hotel accommodation, self-catering accommodation, bespoke holiday, youth holiday, and tourist information - manipulated to produce low + high trust versions - originals used as control versions
- 7. www.bournemouth.ac.uk 4. Professional appearance 3.Currency 2. Credibility 1. Quality-assurance logos Website last updated 20 November 2014 As we near the end of July, our thoughts turn to long hazy August days… About us: Family business trading since 1985 ‘image not found’ Four trust manipulations based on a literature review
- 16. www.bournemouth.ac.uk 3. Data (current and future analyses) 3.1 Instant ratings of trust 3.2 More considered perceptions: of trust, appeal, security and usability 3.3 Consumer attributes: trust disposition, concern for information privacy 3.4 Eye-tracking data: heat maps, gaze path, AoI
- 17. www.bournemouth.ac.uk 3.1 INSTANT RATING OF TRUST PERCEPTION Website Manipulation Trust Rating 1 (low) 2 (medium) 3 (high) Low Trust 44 62 20 Control 37 54 37 High Trust 26 52 48 Statistically significant differences (Chi2 test) - Ps gave significantly higher ratings of trust to High Trust websites, compared to Low Trust websites (not significant for medium condition)
- 18. www.bournemouth.ac.uk 3.2 CONSIDERED WEBSITE PERCEPTIONS Statistically significant differences (one-way ANOVA tests) for 3 items (items 1, 6, 8), i.e. significantly higher ratings as trust increased - 6 items in correct direction but not significant
- 19. www.bournemouth.ac.uk Perceptions relating to security / privacy Low Control High 1. This website appears to be sincere and honest (SIG) 3.20 3.45 3.58 2. This company appears trustworthy 3.10 3.25 3.52 3. This company would keep my personal information secure 2.67 2.75 3.10 4. This company would have good customer service 2.89 3.03 3.30 5. There is too much uncertainty associated with shopping from this company (reverse question) 2.74 2.6 2.42 Perceptions relating to trust
- 20. www.bournemouth.ac.uk Perceptions relating to appeal Website Perception Items Website Manipulation Low Control High 6. I have a positive feeling about this website (SIG) 2.90 3.12 3.41 7. This is a beautiful webpage 2.77 2.85 2.92 Low Contr ol High 8. I would be more likely to make a purchase / seek information from this site (SIG) 2.91 3.17 3.39 Perceptions relating to behaviour intention
- 21. www.bournemouth.ac.uk 3.3 Consumer Attributes: Further analysis needed to correlate these: Mean disposition to trust = 3.26 Mean concern for information privacy = 4.25 - Are disposition to trust or CfIP related to participants’ detailed perceptions of the websites? Gender: 14 males / 42 females Age: between 18-71 years (mean 33 years) - Are gender or age related to participants’ detailed perceptions of the websites?
- 22. www.bournemouth.ac.uk 3.4 Eye Tracking Data to Analyse For individuals and whole sample: Heat Maps – areas where looked at most / least Gaze Path – live movement of eyes 6 seconds Areas of Interest (AOI) - data compared quantifiably
- 24. www.bournemouth.ac.uk Gaze Path – low v high
- 25. www.bournemouth.ac.uk Summary Presence or absence of trust features reliably led to higher and lower perceptions of trust - empirically demonstrates that websites can be designed to engender more or less perceived trust -> possible to design trust into websites - conversely can be used to identify websites which may be fake and help in combat against fraud -> implications for the security industry
- 26. www.bournemouth.ac.uk Limitations and further analyses Limited by studying just four factors - further research is needed to manipulate other website features Need to interact (not just static images) Analyse eye-tracking data Individual differences need to be analysed to correlate with other measures
- 27. www.bournemouth.ac.uk THANK YOU! Contact: jtaylor@bournemouth.ac.uk ENTER2019 – Research Track Short Paper
- 28. www.bournemouth.ac.uk Future Research • relate consumer perceptions of trust to intention to purchase, and possibly actual purchase behaviour (Kim, Kim & Park, 2010 • further extension and replication • other features such as website familiarity need to be considered in manipulations • test the efficacy of manipulating trust features of social media messages (based on features identified within published literature) …important implications for the security work around deception and fraudulent activities within the tourism industry
- 29. www.bournemouth.ac.uk Self-Perception Items Mean Standard Deviation a. Delivery costs or times would dissuade me from buying something online 3.59 1.23 b. Security concerns influence my decisions to purchase online 3.79 1.11 c. Privacy concerns influence my decisions to purchase online 3.48 1.16 d. I need to feel trust in the website or vendor to purchase online 4.43 0.60 e. It is sometimes important to see and touch products before deciding to purchase 4.0 0.93 f. I enjoy going shopping in high streets and/or shopping centres 3.68 1.28 g. I tend to count upon other people 2.38 1.04 h. I generally have faith in humanity 3.48 0.99 i. I generally trust other people unless they give me reasons not to 3.93 0.71 j. I generally want to know a lot about a company before I buy online 3.52 0.99 k. It usually bothers me when companies ask me for personal information 3.86 1.07 l. Companies should devote more time and effort to safeguarding personal information 4.45 0.68 m. Companies should have better procedures to correct errors in personal information 4.07 0.73 n.Personal information should never be used for any other reason 4.64 0.82
- 30. www.bournemouth.ac.uk 2.2 AVERAGE WEBSITE PERCEPTION RATINGS 1 (LOW) TO 5 (HIGH) Website Perception Items Website Manipulation Low Contr ol High 1. This website appears to be sincere and honest 3.20 3.45 3.58 2. I would be more likely to make a purchase / seek information from this site 2.91 3.17 3.39 3. I have a positive feeling about this website 2.90 3.12 3.41 4. This company would keep my personal information secure 2.67 2.75 3.10 5. This company would have good customer service 2.89 3.03 3.30 6. This company appears trustworthy 3.10 3.25 3.52 7. There is too much uncertainty associated with shopping from this company 2.74 2.6 2.42 8. This is a beautiful webpage 2.77 2.85 2.92
Editor's Notes
- This paper will discuss our observations gained from teaching psychological principles and methods to undergraduate and postgraduate cybersecurity students. We will draw on and extend our previous work encouraging the teaching of psychology in computing and cybersecurity education. We pay special attention to the consideration of characteristics of cybersecurity students in terms of teaching psychology in a way that will be accessible and engaging. We then discuss the development and use of an online training tool which draws on psychology to help educators and companies to raise awareness of cybersecurity risks in students and employees. Finally, we offer some practical suggestions to incorporate psychology into the cybersecurity curriculum.
- flight company, travel agency, hotel accommodation, self-catering accommodation, bespoke holiday, youth holiday, and tourist information
- flight company, travel agency, hotel accommodation, self-catering accommodation, bespoke holiday, youth holiday, and tourist information
- flight company, travel agency, hotel accommodation, self-catering accommodation, bespoke holiday, youth holiday, and tourist information 1. Quality-assurance logos (aka Trust icon / third party seals): added or removed 2. Credibility: an ‘about us’ link was added or removed 3.Currency: obsolete date cues added/date cues removed or up-to-date cues added 4.Professional appearance: degraded by misaligning text and images Bhattacherjee (2002) developed a scale to assess three attributes that the trustee (ie merchant) must possess to engender trust: ability, benevolence, and integrity Third party seals were added to some high trust versions. None were present in the original sites, so removal of this factor was not available as a means of degrading the originals. Credibility was manipulated by adding or removing an ‘about us’ link, and by replacing a well known brand name with an invented one. Currency was manipulated by: adding obsolete date cues; removing date cues; adding up-to-date date cues. Craftsmanship was degraded by: misaligning text or images; replacing images with ‘image not found’; inserting the images and text from an original site in an unsophisticated and dated page design
- Demographic: Gender, Age, Frequency of computer use, Experience with e–commerce
- Chi2 test showed that observed values were significantly different to those expected at p<0.01 (χ2 = 8.186, df=1). That is, participants gave significantly higher ratings of trust to the High Trust websites, compared to Low Trust websites.
- Chi2 test showed that observed values were significantly different to those expected at p<0.01 (χ2 = 8.186, df=1). That is, participants gave significantly higher ratings of trust to the High Trust websites, compared to Low Trust websites.
- The responses to items g, h and i were averaged to produce a measure of disposition to trust The responses to items k, l and m, and n were averaged to produce a measure of concern for information privacy
- The responses to items g, h and i were averaged to produce a measure of disposition to trust The responses to items k, l and m, and n were averaged to produce a measure of concern for information privacy