Trust in e-commerce: the moral agency of trustmarks

Chernovich, Elena (2012) Trust in e-commerce: the moral agency of trustmarks.

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Abstract:Trust is an essential for the well-being of our society. With the creation of Internet, it became an element of the virtual reality necessary for its functioning. Several methods to ensure online trust have been invented and are used in e-commerce. Trustmark is one of those methods. By certifying online shops and letting them display trust marks on their webpages, trust mark organizations believe to make web shops trustworthy. Politicians and Trustmark designers expect trust marks to ensure trustworthiness of e-commerce and be actively used by online shoppers and online shops. The users of trust mark (web shoppers and web shops) however, often tend to neglect these technological artifacts in their online trust building practices. Using the actor network theory I analyze the process of mutual shaping of trust marks, their designers and users and investigate the views of different human actors on the moral agency of trust mark technology.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:50 technical science in general
Programme:Philosophy of Science, Technology and Society MSc (60024)
Link to this item:http://purl.utwente.nl/essays/63443
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