GENDER DIFFERENCES IN RISK PERCEPTION OF TRUST AND BIAS IN CYBERSPACE

Abstract: This study investigates risk perception related to trust and bias in cyberspace under different levels of cognitive risks. It is hypothesized that risk perception in cyberspace is different by gender and is influenced by trust and bias, as well as by fear and privacy factors. Based on Kahneman & Tversky's [6] study of Prospect Theory, the trust and bias risk quadrants are used to determine how an individual will perceive usage of cyberspace. The objective of this study is to mitigate fear and privacy issues between genders while performing certain activities online. This study was conducted by implementing two phases of surveys. ANOVA and correlation analyses were performed to show the differences in gender and the relationships of the variables in each risk quadrant.Results of this study may help increase trust and reduce negative perceptions of cyberspace by designing better websites and interfaces for users.

Keywords: bias, cyberspace, risk, trust.