Journal article
The role of privacy assurance mechanisms in building trust and the moderating role of privacy concern
European journal of information systems, v 24(6), pp 624-644
01 Nov 2015
Abstract
Privacy policy statements and privacy assurance cues are among the most important website features that online providers use to increase individuals' trust and willingness to disclose private information online. The focus of this study is a comprehensive examination of the process by which privacy assurance mechanisms influence trust and the moderating role of privacy concern in this process. We use the lens of the Elaboration Likelihood Model to investigate the way different individuals perceive and process privacy assurance mechanisms. We argue that the trust-enhancing role of these mechanisms depends on the individual's privacy concern. The results of this study articulate the process by which various privacy assurance mechanisms operate in enhancing an individual's trust, and show that there are distinct behavioral differences between individuals with high- vs low-privacy concern when forming their trust to disclose private information. The paper sheds new light on the role of elaboration in the trust building process, and shows why privacy assurance mechanisms have different impacts depending on individuals' privacy concerns.
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Details
- Title
- The role of privacy assurance mechanisms in building trust and the moderating role of privacy concern
- Creators
- Gaurav Bansal - University of Wisconsin - Green BayFatemeh 'Mariam' Zahedi - University of Wisconsin - MilwaukeeDavid Gefen - Drexel University
- Publication Details
- European journal of information systems, v 24(6), pp 624-644
- Publisher
- Taylor & Francis
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Decision Sciences (and Management Information Systems)
- Web of Science ID
- WOS:000365894900005
- Scopus ID
- 2-s2.0-84948412856
- Other Identifier
- 991014877963104721
InCites Highlights
Data related to this publication, from InCites Benchmarking & Analytics tool:
- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Computer Science, Information Systems
- Information Science & Library Science
- Management