View article

Trust is an essential ingredient in our daily activities. The fact that these activities are increasingly carried out using the large number of available services on the Internet makes it necessary to understand how users perceive trust in the online environment. A wide body of literature concerning trust perception and ways to model it already exists. A trust perception model generally lists a set of factors influencing a person trusting another person, a computer, or a website. Different models define different set of factors, but a single unifying model, applicable to multiple scenarios in different settings, is still missing. Moreover, there are no conclusions on the importance each factor has on trust perception. In this paper, we review the existing literature and provide a general trust perception model, which is able to measure the trustworthiness of a website. Such a model takes into account a comprehensive set of trust factors …