Building Trustworthiness in Computer-Mediated Introduction: A Facet-Oriented Framework

Computer-Mediated Introduction (CMI) is the process by which users with compatible purposes interact with one another through social media platforms to meet afterwards in the physical world. CMI covers purposes, such as arranging joint car rides, lodging or dating (e.g. Uber, Airbnb and Tinder). In this context, trust plays a critical role since CMI may involve risks like data misuse, self-esteem damage, fraud or violence. By evaluating the trustworthiness of the information system, its service provider and the other end-user, users decide whether to start and to continue an interaction. Since trustworthiness cues of these three actors are mainly perceived through the graphical user interface of the CMI service, end-users’ trust building is mediated by the information system. Consequently, systems implementing CMI must not only address trustworthiness on a system level but also on a brand and interpersonal level. This work provides a conceptual framework for analyzing facets of trustworthiness that can influence trust in CMI. By addressing these facets in software features, CMI systems can (i) have an impact on their perceived trustworthiness, (ii) shape that of the service provider and (iii) support the mutual trustworthiness assessment of users.