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Net Trust

This paper discusses the challenges in assessing trustworthiness in online transactions and proposes the design of a Net Trust system. It includes simulation models, results, and usability testing findings.

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Net Trust

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  1. Net Trust Alla Genkina, Indiana University Allan Friedman, Harvard University Jean Camp, Indiana University TIPPI Workshop June 13, 2005

  2. Net Trust Problem Statement It is difficult to assess trustworthiness of a potential online transaction.

  3. Outline • Security and social context • Simulation model and results • Net Trust system design • Preliminary usability testing results

  4. Trust and context vs. Resources are often fairly easy to identify as good or bad

  5. Trust and context Why are good resources so hard to recognize online?

  6. Trust and context • Cost • Identity • Signaling • Centralization Contextual information is needed for trust to reduce complexity.

  7. Traditional mechanisms to communicate trustworthiness Seals

  8. Traditional mechanisms to communicate trustworthiness ? =

  9. 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

  10. 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.

  11. Simulation Summary • 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

  12. Simulation Results 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.

  13. Re-Embedding Trust Bob 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 Website Alice

  14. 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

  15. Usability Results • Initial Usability Testing • 25 Students • Undergraduates/Graduates • Informatics Department, Indiana University

  16. Usability Results Without Toolbar: 60% say they do not trust this site With Toolbar: 42% say they do not trust this site

  17. Usability Results Without Toolbar: 52% say they do not trust this site With Toolbar: 24% say they do not trust this site

  18. Usability Results Without Toolbar: 80% say they do not trust this site With Toolbar: 76% say they do not trust this site

  19. Usability Results The System is Useful: The System is Easy to Use:

  20. Usability Results Finally.. 80% of participants said they found the interface MEANINGFUL And.. 86% of participants said they would ENJOY using this system

  21. 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”

  22. Thank you for your attention. Questions?

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