A new metric scale for measuring trust towards holographic intelligent agents

Abstract

Trust is an essential attitude in social relationships, but it also mediates our approach to certain technology. The definition of interpersonal trust, however, is too wide to expound our understanding of how trust impedes such interaction with technology, and the lack of an applicable quantifiable model in particular presents an obstacle to our quest of building reliable, trusted, and intelligent holographic agents. In this paper, we therefore develop a novel metric scale to measure trust. We identify, select, and refine over a hundred items related to trust, check their precision and validity with the help of a judges panel, and select polarising items that are able to bring out the distinctive characteristics regarding people's trust towards intelligent agents. Our findings indicate that an assessment of trust involves looking at the user's belief about the agent's competence, integrity, benevolence, and compassion, which drive the attitude of trust, influenced by the user's general propensity to trust. Trust then drives intention to engage and ultimately engagement, which, if successful, results in the establishment of a trust relationship with the agent. While we propose an item-response scale for measuring this model of trust, we also add our deliberations on how elements of it could be replaced with alternative means that possibly offer more immediacy than selfinspection, discussing in particular alternatives for measuring elements of compassion, competence, and social relationships.

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“…Scholars consider trust to be an essential component of human-machine interactions (Liu et al, 2022;Pitardi and Marriott, 2021). Trust changes the way that such interactions occur (Taddeo, 2017) and mediates the attitudes and behaviors toward a technology (Huang and Wild, 2021;Kaushik et al, 2015). Studies in tourism validated a positive relationship between trust and behavioral intentions to adopt technology, such as service robots (Liu et al, 2022;Tussyadiah et al, 2020), autonomous agents (Tussyadiah et al, 2020), travel websites (Escobar-Rodríguez and Carvajal-Trujillo, 2014), booking websites (Kim et al, 2017), self-service hotel technologies (Kaushik et al, 2015), hotel facial recognition systems (Xu et al, 2021) and AI-based chatbots for hospitality and tourism (Pillai and Sivathanu, 2020).…”

“…Furthermore, trust was validated to be effective on engagement with intelligent agents (e.g. Huang and Wild, 2021), including information disclosure (e.g. Morosan and DeFranco, 2015).…”