in Technological Devices for Electoral DecisionMaking Claudia Zucca Istanbul March 13 th 2015 Technology and DecisionMaking The process of electoral decisionmaking is nowadays challenged by the massive use of technological devices ID: 510340
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Slide1
The Role of Trustin Technological Devices for Electoral Decision-Making
Claudia
Zucca
Istanbul, March 13
th
2015Slide2
Technology and Decision-Making
The process of electoral decision-making is nowadays challenged by the massive use of technological devices.
Several kind of devices in use at the moment
The user needs to trust the device she is using otherwise the device will make no impact for the decision she is going to take (credibility of the source, e-commerce literature)Slide3
Original Contribution
Wide literature in:
decision
-making
processes
technological
devices
conditions
under which media could influence decision-
making
trust and trust in technological devices (e.g. e-voting)
What
has been left
out
that justifies the
existence
of
this
research?
T
he
role played by trust, as a moderator of the influence of the information
provided by technological devices and specifically VAAs.Slide4
Research Questions
Q1a) What is Trust in VAAs
?
Q1b
) What are the determinants of trust in VAAs?
Q1c) How is it possible to measure trust in
VAAs?
Q1d
) What is the role of technology and specifically VAAs for decision-making?
Q2) Do the previously set determinants of trust influence the level of trust in VAAs?
Q3) Does trust in a VAA platform affect electoral decision-making? Slide5
Hypothesis 1
H1a
) The previously set determinants of trust increase the level of trust in VAAs
H1b
) The previously set determinants of trust increase the level of trust also in other online technological devices. Slide6
Hypothesis 2
H3) Trust in the VAAs platform positively influences electoral decision-making.
H3a) Trust in the VAAs platforms positively influences vote
choice
H3b
) Trust in the VAAs platforms positively influences electoral participation. Slide7
Empirical Analysis
What is Trust?
Measuring Trust
Unconscious Trust
Conscious
Trust
Experiment 1: VAAs
in Comparison
Experiment 2:
VAAs vs. other
Technological
D
evices
Test Trust in Vote
C
hoice
Test Trust in Electoral ParticipationSlide8
1.What is Trust?
F
ulfillment
of the
expectations
of the user over a
technological device
This definition takes into account both conscious and unconscious perceptions of trustSlide9
2.Measuring Trust
Measuring the unconscious trust and what determines it
Aesthetics and Usability
Measuring the conscious perception of trust
Survey Slide10
2.1 The Unconscious Determinants of TrustSlide11
2.2 Measuring Conscious Trust
Questions for the user:
Pre VAA: Do you consider the response this platform will provide to be
trustworthy
and able to influence your vote choice?
Pop-up:
To what extent do you consider the response you
were given trustworthy
?
Pop-up:
How is the developer of the VAA you just used important for you to trust the response of the VAA? Slide12
3. Experiment 1: VAAs in Comparison
T
esting
whether the
four selected
variables (design,
colours
, visual clear, and content clear) increase the level of trust in the VAA platform.
For instance:
first VAA: poor design,
not appealing
colours
, not
very clear
visualisation
, all contents with the same font ;
the
second
VAA: very elaborated design,
colourful
, several fonts, content well
organised
in different places. Slide13
4. Experiment 2: VAAs vs. other Technological Devices
The users will be invited to use a VAA, an e-government website and several
electoral
platforms belonging to one electoral campaign in three different occasions.
The four variables (design,
colours
, visual clear, content clear) will be tested in the three experimental settings. Slide14
5. Test Trust in Vote Choice
Bayesian Statistics
Priors: pre VAA Trust, pre VAA vote choice
Posteriors: post VAA Trust, post VAA vote choice, variable measuring learning
Learning: measured by asking in the pop-up questions
Do you think this VAA helped
you
learn something new about your political affiliation? Slide15
6. Test Trust in Electoral Participation
Bayesian Statistics
Priors: Trust pre VAA, intention to participate pre VAA
Measured by the question:
Do you think you are going to vote?
Posteriors: Trust post
VAA, intention
to participate after VAA,
Measure by question (in the pop-up):
After the use of the VAA do you think you are going to vote?