Understanding Trust within Online Discussion Boards: Trust Formation in the Absence of Reputation Systems

Abstract

Abstract. Trust plays an important role when it comes to sharing and picking up information on the Internet. Even more so when advice is being exchanged and decisions are being made based on what at first sight seems to be interpersonal communication between people who do not know each other. Research concerned with the role of trust in making an assessment of online user-generated information, often focuses on online reputation systems rather than on the way individuals try to evaluate peer recommendations themselves. In this paper the attention goes out to the construction of trust when people are looking for advice and know-how via online textual discussion boards. The study offers an understanding of online trust by defining the concept of trust, by formulating a trust typology -based on both the object of trust and the stages within a trust relationship -and by identifying trust antecedents. All this while keeping a close eye on the context of online forums and their users.

Providing Trustworthy Advice Online

“…He makes a distinction between people who are somewhat knowledgeable themselves -who can test the person both formally and informally -and people who are not knowledgeable -and who will have to rely on reputation or performance. Previous research also indicated reputation and performance as key elements for trust [4].…”

“…100% experience without any study or some kind of WTCB 4 hassle" In a next example, instead of using the experience of a construction professional to boost a message, the authority of the construction professional is being questioned. In the first fragment (figure 2 -different discussion) a member rejects the advice of a construction contractor as a suitable source of information within the specific context of soil stability.…”

“…Within our wider research on the emergence of trust in online textual environments, trust is being operationalized as "the degree to which someone is willing or considering to follow up the advice of (a) forum member(s).". Based on a literature review on trust we found that this willingness to trust someone is influenced by identity, reputation, expertise and experience [4]. A link between trust, credibility and cognitive authority can also be found in the words of Wilson [26]: "The person whom I recognize as having cognitive authority is the one whom I think should be allowed to have influence on my thinking, for I suppose he has a good basis for saying what he does.…”

“…In addition we also investigate how their messages provide insight into what people consider to be trustworthy sources and how this is being discussed online. When it comes to research related to this topic, studies often emphasize the information seeker's side [4]. Far fewer studies focus on those individuals who provide such online environments with advice.…”

The Alchemy of Trust: The Creative Act of Designing Trustworthy Socio-Technical Systems

“…In a virtual research environment it may be the case that both types of interpersonal trust exist simultaneously for different users. Reputation, knowledge communities, institutional affiliation and past experience may be utilised to establish competence, commitment, and credibility and hence trust in other people [21,33,56,112,116]. However, this can be challenging online, particularly if a stakeholder does not have any experiential knowledge or prior interactions with others in the community.…”