An Element of Surprise : The Impact of Serendipity on Online Trust
Type
conference paper
Date Issued
2013-08-11
Author(s)
Abstract
The importance of user trust in online business is well-established in theory and practice. At the same time, the Internet is a dynamic space with constantly evolving user experiences based on new technological developments. A current example of such a development is the increasing use of algorithms in search and recommendation systems. Critics claim that these algorithms limit the users' Web experience and their ability to come across new and surprising, even challenging insights ("serendipity"). We propose that these developments have an impact on online trust and explore the effect of serendipity on trust formation as well as the role of privacy and security on serendipitous Web uses. Based on a large-scale representative survey among Swiss Internet users, we analyze a quantitative model of privacy perception, serendipity and trust on the Internet. We find that service providers suffering from a lack of trust need to weigh the benefits of a tightly controlled and efficient user experience against those of a more curious, explorative, trusting and less protective customer behavior.
Language
English
Keywords
Online Trust
Serendipity
Privacy
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Book title
Capitalism in Question
Publisher
Academy of Management
Publisher place
Chicago
Start page
34
Event Title
73rd Academy of Management Annual Meeting (AOM) 2013 "Capitalism in Question"
Event Location
Orlando, FL
Event Date
09.-13.08.2013
Subject(s)
Division(s)
Eprints ID
223964