Users' Trust Building Processes during Their Initial Connecting Behavior in Social Networks: Behavioral and Neural Evidence

Isabella Kopton, Jens Sommer, Axel Winkelmann, René Riedl, Peter Kenning

Research output: Chapter in Book/Report/Conference proceedingsConference contributionpeer-review

3 Citations (Scopus)

Abstract

Social networking sites (SNSs) are a ubiquitous phenomenon in today's society and their economic and social impact is high. However, despite the fact that many SNSs provide increasingly more system features to boost social networking, there is also an increasing concern about trust. Users' trust is important for a long-term oriented and successful SNS, based on a lively connecting behavior in SNSs. Nevertheless, so far only a limited number of studies investigated users' trust perceptions that are an important antecedent of connecting behavior in SNSs. We conducted a behavioral study, as well as a brain imaging experiment, to explore trustworthiness judgments in SNSs in order to better understand how pictures and textual information influence users' initial connecting behavior. Preliminary results of this research-in-progress paper show that both pictures and textual information have strong influence on trustworthiness judgments, and these judgments are processed differently in the users' brains.

Original languageEnglish
Title of host publicationInternational Conference on Information Systems (ICIS 2013)
Subtitle of host publicationReshaping Society Through Information Systems Design
PublisherAssociation for Information Systems (AIS)
Pages4595-4606
Number of pages12
ISBN (Print)9781629934266
Publication statusPublished - 2013
Event34th International Conference on Information Systems (ICIS) - Mailand, Italy
Duration: 15 Dec 201318 Dec 2013

Publication series

NameInternational Conference on Information Systems (ICIS 2013): Reshaping Society Through Information Systems Design
Volume5

Conference

Conference34th International Conference on Information Systems (ICIS)
CountryItaly
CityMailand
Period15.12.201318.12.2013

Keywords

  • Decision-making/makers
  • Information processing
  • Social networks
  • Trust/online trust

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