Abstract: “Web of Trust" is one of the recognized goals for
Web 2.0. It aims to make it possible for the people to take
responsibility for what they publish on the web, including
organizations, businesses and individual users. These objectives,
among others, drive most of the technologies and protocols recently
standardized by the governing bodies. One of the great advantages of
Web infrastructure is decentralization of publication. The primary
motivation behind Web 2.0 is to assist the people to add contents for
Collective Intelligence (CI) while providing mechanisms to link
content with people for evaluations and accountability of
information. Such structure of contents will interconnect users and
contents so that users can use contents to find participants and vice
versa. This paper proposes conceptual information storage and
linking model, based on decentralized information structure, that
links contents and people together. The model uses FOAF, Atom,
RDF and RDFS and can be used as a blueprint to develop Web 2.0
applications for any e-domain. However, primary target for this
paper is online trust evaluation domain. The proposed model targets
to assist the individuals to establish “Web of Trust" in online trust
domain.
Abstract: E-tailing websites are often perceived to be static, impersonal and distant. However, with the movement of the World Wide Web to Web 2.0 in recent years, these online websites have been found to display personalities akin to 'humanistic' qualities and project impressions much like its retailing counterpart i.e. salespeople. This paper examines the personality of e-tailing websites and their impact on consumers- initial trust towards the sites. A total of 239 Internet users participated in this field experiment study which utilized 6 online book retailers- websites that the participants had not previously visited before. Analysis revealed that out of four website personalities (sincerity, competence, excitement and sophistication) only sincerity and competence are able to exert an influence in building consumers- trust upon their first visit to the website. The implications of the findings are further elaborated in this paper.