privacy (p. 3): Privacy is considered to be the ability of a user to control who has access to their personal information and how it is used is consistently identified as a concern by users. . . . Some authors refer to a 'privacy paradox' – the apparent importance placed by users on limiting access to their personal information by others and the posting of personal information using social media services. Privacy influences the trust relationship between user and
community as well as user and service provider. An aspect of privacy was also highlighted in the fan fiction case study, which is a group or community-based expectation of privacy on-line as a result of obscurity. (†902)
trust (p. 5): Trust is only needed in a situation that is risky. Trust is believed to mitigate both perceived certainty and severity of unwanted consequences, thus reducing perceived risk. Common definitions of trust typically include words such as “depend upon” and “reliance on.” The use of words such as these link the discourse on trust with that on power as they indicate that the trustor relinquishes some amount of power to the trustee. . . . Trust may be viewed as a substitute for control in relationships. As such, the use of control measures in an interaction may express a lack of trust between parties. In the context of cloud-based services, undue exertion of power over users may severely damage the trust relationship between service providers and users.
(†903)
