Re-Embedding Existing Social Networks into Online Experiences to Aid in Trust Assessment

Abstract

Net Trust is a system that embeds social context in web-based trust decisions by combining individual histories, social networks, and explicit ratings. The social context embedded in Net Trust allows an individual to select their own trusted sources of information and rate particular sites as trustworthy (or not). The system as proposed leverages pre-existing social networks to explicitly embed social and organizational context in the virtual realm. Net Trust allows an individual to select their own trusted sources of information from a market of ratings agencies and combine that with their individual social network. Social networks are needed to undermine the efficacy of social engineering. The design is informed by previous work in reputation systems, interaction design, social networks, social browsing, computer security, and peer production of knowledge.

Keywords: Trust, phishing, Internet, usability, social capital, reputation

JEL Classification: M3, M5, P47, Z00, K49, K11