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Assessing user perceptions of trust and security in manipulated versions of low trust and high trust tourism websites

Assessing user perceptions of trust and security in manipulated versions of low trust and high trust tourism websites
Assessing user perceptions of trust and security in manipulated versions of low trust and high trust tourism websites

The aim of this study was to investigate how perceptions of security and trust are involved in user evaluations of tourism websites and whether manipulations to heighten or lessen trust features could predict trust perceptions. Seven websites were manipulated to produce low and high trust versions, with the original used as a control version. Four trust manipulations were used based on the literature: level of currency, credibility, craftsmanship and trust logos. Fifty-six participants viewed one version of each website for 6 seconds and submitted an immediate rating of trust for each site. Following this, an 11-item self-report measure was completed for each website, to collect more considered perceptions of trust, appeal, security and usability. Self-perception measures of trust disposition and concern for information privacy were also collected. The analyses showed that the presence or absence of trust features reliably led to higher and lower perceptions of trust respectively. Also, those scoring higher on trust disposition gave higher trust ratings. We conclude that websites can be reliably designed to engender more or less perceived trust, however individual differences need to be considered. This preliminary research is limited but studying just four factors and further research is needed to manipulate other website features.

Credibility, Cybersecurity, Personality, Privacy, Security, Trust
165-174
Taylor, Jacqui
bca3a9f5-d03b-4fea-addf-968ac0941884
McDougall, Sine
63247df9-8b50-46b0-be6f-b88a9df7d1cc
Ollis, Gail
e71f6034-0163-4d64-8f7b-1878c6a3b8f0
Alford, Philip
dec8a144-be84-4a3f-937d-030d0d895abd
Taylor, Jacqui
bca3a9f5-d03b-4fea-addf-968ac0941884
McDougall, Sine
63247df9-8b50-46b0-be6f-b88a9df7d1cc
Ollis, Gail
e71f6034-0163-4d64-8f7b-1878c6a3b8f0
Alford, Philip
dec8a144-be84-4a3f-937d-030d0d895abd

Taylor, Jacqui, McDougall, Sine, Ollis, Gail and Alford, Philip (2019) Assessing user perceptions of trust and security in manipulated versions of low trust and high trust tourism websites. e-Review of Tourism Research, 16 (2-3), 165-174.

Record type: Article

Abstract

The aim of this study was to investigate how perceptions of security and trust are involved in user evaluations of tourism websites and whether manipulations to heighten or lessen trust features could predict trust perceptions. Seven websites were manipulated to produce low and high trust versions, with the original used as a control version. Four trust manipulations were used based on the literature: level of currency, credibility, craftsmanship and trust logos. Fifty-six participants viewed one version of each website for 6 seconds and submitted an immediate rating of trust for each site. Following this, an 11-item self-report measure was completed for each website, to collect more considered perceptions of trust, appeal, security and usability. Self-perception measures of trust disposition and concern for information privacy were also collected. The analyses showed that the presence or absence of trust features reliably led to higher and lower perceptions of trust respectively. Also, those scoring higher on trust disposition gave higher trust ratings. We conclude that websites can be reliably designed to engender more or less perceived trust, however individual differences need to be considered. This preliminary research is limited but studying just four factors and further research is needed to manipulate other website features.

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Accepted/In Press date: 31 December 2018
e-pub ahead of print date: 30 January 2019
Keywords: Credibility, Cybersecurity, Personality, Privacy, Security, Trust

Identifiers

Local EPrints ID: 429992
URI: http://eprints.soton.ac.uk/id/eprint/429992
PURE UUID: 583247e1-a9a9-4e9a-a825-d4d5906f34f7
ORCID for Philip Alford: ORCID iD orcid.org/0000-0003-1415-3748

Catalogue record

Date deposited: 09 Apr 2019 16:30
Last modified: 27 Jan 2020 13:57

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