numérique et confiance
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Numérique & ConfianceHenri ISAAC, M&O, Dauphine Recherches en Management UMR CNRS 7088
PSL-Université Paris-Dauphine
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Un univers de pure confiance
Une construction collaborative de la confiance
Vers une infrastructure by design de la confiance?
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Achat en ligne selon le niveau de confiance dans l’InternetLe baromètre du numérique 2016, CGE, ARCEP, Agence du Numérique
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Un univers de confiance pure
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La nécessité de tiers de confiance
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La marque, élément central de la confiance en ligne?
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L’importance de la confiance institutionnelle
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La production décentralisée de la confiance
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Paradoxe de la confiance décentralisée
• Pas de confiance sur l’identité des individus pris isolément (anonymat)
• Confiance dans les recommandations collaboratives (algorithmes)
• Confiance dans l’agrégation d’avis anonymes
• Enjeux sur la fiabilité des avis (norme ISO, texte législatif)
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Vers une infrastructure de confiance distribuée?
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Typologie des structures de réseau
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Principes d’une
blockchain
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Infrastructure Blockchain & confiance• Un architecture technique qui par conception assure:• Authentification forte & pseudonymat• Cryptage des transactions• Inviolabilité des transactions dans un registre distribué
des transactions (livre de comptes)• DAO: Decentralized Autonomous Organization
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Vers la disparition des coûts de transaction?
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Conclusion• Mise en données du monde• Mise en réseau du monde• D’une architecture classique de la construction de la
confiance à• … une nouvelle architecture distribuée et une ingénierie
renouvelée de la confiance• Emergence d’une solution technique qui permet de
repenser les fondements de la confiance et les institutions qui la gère (tiers de confiance)
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Références• Stewart, K. J. 2003. “Trust transfer on the world wide web”, Organization Science, 14, 1, pp.5-17. • Wu, G., X. Hu, and Y. Wu. 2010. “Effects of perceived interactivity, perceived web assurance and disposition to trust on initial online trust”, Journal of Computer- Mediated
Communication 16, 1, pp.1–26. • Ratnasingham, P. 1998. "The importance of trust in electronic commerce", Internet Research, 8, 4, pp. 313- 321. • Hawlitschek, F., T. Teubner, and C. Weinhardt, 2016. "Trust in the sharing economy", Die Unternehmung – Swiss Journal of Business Research and Practice, 70, 1, pp. 26-44. • Gefen, D. and D. W. Straub, 2004. “Consumer trust in B2C e-commerce and the importance of social presence: Experiments in e-products and e-services”, Omega, 32, 6,
pp. 407–424. • Bardhi, F. and G. M. Eckhardt 2012. "Access-based consumption: The case of car sharing," Journal of Consumer Research, 39, 4, pp. 881-898. • Ratnasingham, P. 1998. "The importance of trust in electronic commerce", Internet Research, 8, 4, pp. 313- 321. • Mohlmann, M. 2016. "Sharing economy: Building trust in P2P online marketplaces," New York Computer Science and Economics Day, New York. • Hallgren, Jeppe and Hallgren, Malte and Fisher, Sam and Larsen, Nicolai and Hautop, Jakob, Hallex: A Trust-Less Exchange System for Digital Assets (February 15, 2017).
Available at SSRN: https://ssrn.com/abstract=2917078 or http://dx.doi.org/10.2139/ssrn.2917078• Richards, Neil M. and Hartzog, Woodrow, Taking Trust Seriously in Privacy Law (September 3, 2015). 19 Stanford Technology Law Review 431 (2016). Available at SSRN:
https://ssrn.com/abstract=2655719 or http://dx.doi.org/10.2139/ssrn.2655719• Werbach, Kevin D., Trustless Trust (August 14, 2016). Available at SSRN: https://ssrn.com/abstract=2844409• Mazzella, F., Sundararajan, A., D’Espous, V. and Mohlmann, M.. (2016) How digital trust powers the sharing economy.IESE Insight, Third Quarter (30). pp. 24-30. ISSN 2013-
3901 • Ferrari, M. (2016). Beyond Uncertainties in the Sharing Economy: Opportunities for Social Capital. European Journal of Risk Regulation,( 4), 664-674.,
doi:10.1017/S1867299X00010102• Eyal Ert, Aliza Fleischer, and Nathan Magen (2015) ,"Trust and Reputation in the Sharing Economy: the Role of Personal Photos in Airbnb", in NA - Advances in Consumer
Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 518-519. • Wu, Jiang; Ma, Panhao; and Zeng, Minne, " e Role of Service-provider’s A ributes in Sharing Economy: a Data-driven Study from the Perspective of Trust" (2016). WHICEB
2016 Proceedings. 61.http://aisel.aisnet.org/whiceb2016/61 • The Economics of Reputation and Feedback Systems in E-Commerce Marketplaces• A social referral appraising mechanism for the e-marketplace, Information & Management Volume 54, Issue 3, April 2017, Pages 269–280• U Change, 2016, Comprendre la Blockchain, ANTICIPER LE POTENTIEL DE DISRUPTION DE LA BLOCKCHAIN SUR LES ORGANISATIONS
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