5
A second heuristic influence on trust is aesthetics. This cue for trust
relies on the halo effect which began as a concept in the social psychology
literature to describe how immediately observable positive attributes such
as physical attractiveness influence perceptions of other attributes. It has
since been applied to the trust literature and used to explain everything
from the outcomes of elections (Todorov et al. 2005) and new employees
trust in organisations (Baer et al. 2018) to trust in websites (Cyr et al.
2010) and mobile commerce (Li and Yeh 2010). Regardless of the referent, the general principle of aesthetics cues is that other parties who are
seen as aesthetically appealing are also likely to be seen as trustworthy,
particularly in the early stages of a relationship.
Structural assurance is a cue for trust that is based less on a perception
of the trust referent itself but more on a perception of the environment
within which an interaction takes place. Kramer and Lewicki (2010) refer
to this type of trust as rule based trust influenced by a perception that
some form of checking or restraint in the environment will prevent another
party from acting in a way that is not trustworthy. Again this concept, has
proved useful in understanding trust in technology and evidence suggests
that the effectiveness of regulatory and assurance systems can influence
consumer trust in technology (e.g. Gefen and Pavlou 2006).
The final cue that has received attention in the literature also relates to
the wider context of the trust relationship. Recent theory suggests that the
immediate relational context plays a significant role in creating trust motivation or a desire to trust another party on the basis of the social function
of the relationship (van der Werff et al. 2019a). In essence, if a technological artefact fulfils an important role for us in terms of depending on it to
do something necessary, enjoying interacting with it or seeing it as being
in line with our identity and personal values, we are more likely to trust it.
Many relationships take place in a wider context or chain of interrelated
parties. A growing body of evidence suggests that information about parties at another level in that chain can be used as a cue for trust (De Cremer
et al. 2018; Lipponen et al. 2020) and that trust in one party can be transferred to referents at another level (Stewart 2003). It is likely in the technology context that information regarding other parties in a chain and the
trust this information engenders can lead to trust in other parties.
1 UNDERSTANDING TRUST AND CLOUD COMPUTING: AN INTEGRATED…
A second heuristic influence on trust is aesthetics. This cue for trust
relies on the halo effect which began as a concept in the social psychology
literature to describe how immediately observable positive attributes such
as physical attractiveness influence perceptions of other attributes. It has
since been applied to the trust literature and used to explain everything
from the outcomes of elections (Todorov et al. 2005) and new employees
trust in organisations (Baer et al. 2018) to trust in websites (Cyr et al.
2010) and mobile commerce (Li and Yeh 2010). Regardless of the referent, the general principle of aesthetics cues is that other parties who are
seen as aesthetically appealing are also likely to be seen as trustworthy,
particularly in the early stages of a relationship.
Structural assurance is a cue for trust that is based less on a perception
of the trust referent itself but more on a perception of the environment
within which an interaction takes place. Kramer and Lewicki (2010) refer
to this type of trust as rule based trust influenced by a perception that
some form of checking or restraint in the environment will prevent another
party from acting in a way that is not trustworthy. Again this concept, has
proved useful in understanding trust in technology and evidence suggests
that the effectiveness of regulatory and assurance systems can influence
consumer trust in technology (e.g. Gefen and Pavlou 2006).
The final cue that has received attention in the literature also relates to
the wider context of the trust relationship. Recent theory suggests that the
immediate relational context plays a significant role in creating trust motivation or a desire to trust another party on the basis of the social function
of the relationship (van der Werff et al. 2019a). In essence, if a technological artefact fulfils an important role for us in terms of depending on it to
do something necessary, enjoying interacting with it or seeing it as being
in line with our identity and personal values, we are more likely to trust it.
Many relationships take place in a wider context or chain of interrelated
parties. A growing body of evidence suggests that information about parties at another level in that chain can be used as a cue for trust (De Cremer
et al. 2018; Lipponen et al. 2020) and that trust in one party can be transferred to referents at another level (Stewart 2003). It is likely in the technology context that information regarding other parties in a chain and the
trust this information engenders can lead to trust in other parties.
1 UNDERSTANDING TRUST AND CLOUD COMPUTING: AN INTEGRATED…