Digital Trust is captured in the interplay between the Givers and Guarantors of Trust. Givers (users) exhibit trust through their Attitudes and Behavior. Guarantors (businesses and institutions) foster a trustworthy digital ecosystem through creating a seamless Experience and a safe, secure, and accountable Environment.
Digital Trust is structured at four levels: indicators, clusters, components, and drivers. Indicators are standardized data points that answer a specific question. Indicators are aggregated up into clusters, which illuminate 32 aspects of digital trust, which are then rolled into 14 higher-order components, which ultimately feed into the four drivers. A visual representation of Digital Trust’s data hierarchy is presented here.
