Abstract
Given that interactions are dynamic, we propose that trust is also a dynamic, unfolding, and a deeply contextual phenomenon that must be evaluated as such. The central argument of this paper is that there is a need to measure trust iteratively and in situ. This measurement of trust can provide a deeper insight into the construct of trust and the design elements that influence it. In this paper we present a review of trust evaluation methods. We then propose our method, the TIME Method, using repeated measures of trust across multiple pages of a website to tie design elements to increases or decreases in user trust. We then evaluate user trust with the TIME Method to demonstrate the degree of trust variability. Last, we discuss future methods for evaluating trust.
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