Trust in Social Networking Definitions from a Global, Cultural Viewpoint

Abstract

This chapter attempts to understand the trust in social network services, where users post their personal information online to everyone with or without any specific relationships. Many definitions of trust were examined through a literature review in electronic commerce and virtual community areas, and it was found that most of them were based on a specific relationship, such as a buyer-seller relationship. However, one concept of trust—generalized trust, also known as dispositional trust—was found to best fit the situation of social networking. Generalized trust in social networking is further discussed from a cultural viewpoint. As an example, a Japanese SNS, Mixi, was analyzed in detail. Future research direction on trust in social networking is discussed as well.