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Role Of Etrust Essay

934 words - 4 pages

ETrust

Trust is defined as the psychological status of willingness to depend on another person or organization. It is the single most important factor for confidence in secure information for the consumer; without trust, a business cannot profit from the consumer, and the consumer will be dissatisfied. ETrust defines what ordinary citizens both fear and desire: privacy and security. ETrust understands information needs of both consumers and businesses in key areas where consumers perceive the most risk in online transactions, which is the safety of their information. This makes the concept a valid and important one when it comes to the safety and security of all in every technological ...view middle of the document...

I use this bank to handle all of my finances, and have never felt a lack of privacy or security ever since they secured the website a few years ago. For example, the greeting on the webpage is one that assures confidentiality and company integrity. There are also are several forms of authentication that must be validated in order to proceed to the banking. These forms include a username, a “security key” that is unique to the user, and the password. These security measures improved and strengthened my eLoyalty and faith to Bank of America, and kept me a happy and confident customer in their business. But, eTrust can both strengthen and weaken bonds between businesses. For example, a company with a more secure website has an advantage over an inadequate secured one. There is always a front-runner, and there will always be competition to have the most appealing system of security and privacy. This is an advantage for the front-runner, and a disadvantage for the sub-par site, unless they innovate and create an advantage over the front-runner.
I think it is easy to manipulate eTrust to a certain degree. For example, certain malware and scareware can trick users into thinking that they need the product to clean up their computer and protect it from viruses, when it is the virus in itself. On the other hand, believable eTrust, in my opinion, is hard to manipulate. For example, I would never sign onto a website handing personal information that did not have a secure login. The typical user needs some type of assurance, and it is fairly easy to spot the “bad eggs.” Cartoon-y colors, flashing lights, and “Click Here!!!” buttons are a dead giveaway. ETrust can be reasonably measured by direct feedback from the customers; both their opinions and numeric statistics of sales for the company are...

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