Upload
wendy-sutton
View
220
Download
1
Tags:
Embed Size (px)
Citation preview
1
Personalization and Trust
Personalization Mass Customization One-to-One Marketing
Structure content & navigation to meet the needs of individual users
TrustHow people view the integrity of the site
2
Personalization and Trust
After studying this chapter you will: Know about the different kinds of personalization on the WebBe aware of privacy issues, and some ways of responding to themUnderstand some of what inspires trust in websites
3
Benefits of Personalization
A strategy for gaining competitive advantageOften a value-added service for user
Example: knowing ZIP code permits listing only nearby restaurants
If the information that is most relevant to a particular user is placed near the top of the page, the user can find what he/she wants quicklyA little information from user may permit narrowing range of choices; example Dell.com
4
Personalization
But requires information from userPersonal or non-personalTrack clicks
CookiesSmall programs that collect information from you or your computer
But how will the information be used
5
Personalization: The Computer Finder at Dell.com
6
Examples of Personalization
Amazon.com presents book suggestions based on past purchasesNetscape offers opportunity to choose content and specify appearance; see next two slidesConversational interface: Software that “converses” with the user, helping to make choices
7
netscape.com without personalization—only top half shown, for legibility
8
netscape.com with personalization
9
Personalization via a conversational interface at Sililoquy.com, 1
10
Personalization via a conversational interface at Sililoquy.com, 2
11
Personalization via a conversational interface at Sililoquy.com, 3
12
Privacy Concerns
“Privacy” is not mentioned in the US ConstitutionSupreme Court decisions have established a loose concept of “the right to be left alone”In a practical sense, it’s not al legal issue: if users don’t trust you not to misuse personal information, they won’t do business with youSurveys show that trust in a website is a major factor in users’ choices of where to shop
13
Privacy Concerns
Few laws regarding privacy; apply mostly to the government, not private business“Law of Contract” – the “promises” in privacy statements, etc. establish a contract; user can sue if contract is brokenSurvey of web users - Important
#1: Ease of navigation#2: Credibility
14
Factors Affecting Trust
Context: potential for lossPerceived similarity: we tend to trust people we think of as having concerns like oursStanding in the community: a leader got there, most of the time, by doing the right thingBehavior: do words match actions?Certification: example, a doctor has proved competence to his or her peersReferrals: Amazon.com uses reviews written by buyers, as well as by authors and publishers
15
Fostering Trust in Websites
A security statement lists precautions that a site takes to protect sensitive information
Type of encryptionSecure server in use
A privacy statement lists the types of information gathered and the manner in which it is used
Some offer user choices: opt-in vs. opt-outConfirmation of expected delivery datePolicy on returns
16
Secure display of credit card information
Enough to be recognizable by the user, but not complete
17
Giving user a choice: opt-in vs. opt-out
18
Giving information about expected delivery date fosters trust
19
New Developments in Controlling Privacy
Browser suppliers try, but they do not have a standard privacy policyWorld Wide Web Consortium (W3C) created recommendations for protecting user data from abuseThe Platform for Privacy Protection Project (P3P) provides a standard way for websites to communicate their practices for collecting, using, and distributing personal information
20
Privacy preferences in a P3P-enabled browser
21
Sites Adopting P3P
MSN.comYahoo.comAbout.comMS Internet Explorer 6 – first browser to adoptAT&T Privacy Bird: application that implements entire P3P & warns you if web site matches your preferences
22
Summary
In this chapter you learned about:The benefits of personalizationA number of ways that a website can be personalized to the preferences of an individual userPrivacy concerns and some of the ways of reassuring users of their privacyThe factors affecting trust, and some ways to foster trustThe W3C P3P initiative