Your Privacy Is Sealed: Effects of Web Privacy Seals on Trust and Personal Disclosures
نویسندگان
چکیده
Online privacy is an issue of increasing national importance, and voluntary privacy seals provided by third-party organizations such as TRUSTe and BBBOnline have been proposed as a means of assuring consumer privacy. Few studies have examined privacy seal effects. This study presents results of an online experiment that evaluated consumer response to privacy seals in a naturalistic exposure setting. Findings suggest that privacy seals enhance trust in theWeb site and expectations that the site would inform the user of its information practices. While concern for privacy-threatening information practices had no influence, privacy self-efficacy, confidence in ability to protect one’s privacy, moderated seal effects. Implications for the continued role of privacy seals are discussed.
منابع مشابه
Promoting i-Safety: Effects of Privacy Warnings and Privacy Seals on Risk Assessment and Online Privacy Behavior
Using social cognitive theory, this study experimentally examines the effects of explicit privacy warnings, a clear, conspicuous, and concise presentation of the benefits and risks associated with database information practices stated in a Web site’s privacy policy. Warnings increased perceptions of the risks associated with information practices and decreased disclosures, but not in the presen...
متن کاملRevisiting the role of web assurance seals in business-to-consumer electronic commerce
There is conflicting evidence as to the current level of awareness and impact of Web Assurance Seal Services (WASSs). This study examines the effects of an educational intervention designed to increase consumer's knowledge, of security and privacy aspect of business-to-consumer (B2C) e-commerce websites and assurance seal services. The study further explores the relationships among consumers' p...
متن کاملTrustworthiness in electronic commerce: the role of privacy, security, and site attributes
While the growth of business-to-consumer electronic commerce seems phenomenal in recent years, several studies suggest that a large number of individuals using the Internet have serious privacy concerns, and that winning public trust is the primary hurdle to continued growth in e-commerce. This research investigated the relative importance, when purchasing goods and services over the Web, of fo...
متن کاملSpecial Section: Globalization and Electronic Commerce
Little empirical research has addressed how trust building occurs across the early stages of a consumer’s web experience. This paper tests the effects of privacy assurance and industry endorsement seals, reputation advertising by a web business, disposition to trust, and structural assurance on consumer trust across two early stages: the introductory stage, in which a consumer has only second-h...
متن کاملEffects of Architectural Components on the Satisfaction Rate of Residents with Different Ages and Genders in Relation to Privacy (Case Study: a Residential Complex in Tabriz)
The main objective of this paper is to assess the effects of architectural components on residential complex to achieve a desirable rate of privacy for the residents. Privacy is a process in which the transactions among individuals can be adjusted by means of providing a suitable relationship between people and their built environment. In addition, since the transaction between the behavior o...
متن کامل