abstract

Given the controversies over the efficacy of transparency in algorithms interwoven within the context of political conflicts among agencies, this study examined whether there are discrepancies between user’s perceived and received transparency and trust in Google’s algorithm-based search engine. Drawing on the concepts of perceived transparency, actual transparency, and trust, this study investigated 1) whether there are gaps between users’ perception of transparency in Google Search and their actual understanding of the system, i.e., received transparency, and 2) how such gaps in transparency affect the extent of user trust in search engine by conducting a moderation mediation analysis along with the bootstrapping method. The main findings suggested that received as well as perceived transparency is important for improving user trust in the search system as a whole. In particular, our results supported knowledge-based trust model that could achieve greater trust through a process that links transparency perception with actual understanding of the system. This result challenges the aggressive logic of secrecy in algorithms of industrial sector by implying the benefits of greater openness, thereby shedding light on a reciprocal relationship between industrial actors with end users.

Key words: perceived transparency, actual transparency, trust, Google Search, algorithm