The Role of Trust - PowerPoint Presentation

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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?