The Role of Privacy Assurances in Influencing Online Trust and Information Disclosure

• In Event: ICA Plenary Interactive Paper/Poster Session and Reception
  In Interactive Paper Session: Communication and Technology Interactive Poster Session

Abstract

Privacy assurances can be an important link between individuals and the websites they are interacting with when it pertains to privacy policies of the entity. In this study, we examine how external communicative elements, namely privacy assurances and website reputation operate in conjunction with sensitivity of information to influence trust between consumers and the online entity. An online experiment was used to understand the interaction effects amongst these antecedents. We find that when highly sensitive information is sought, privacy assurances can make a positive difference in creating trust to both lesser and more reputable websites. In comparison, when a reputable website asks for less sensitive information, the presence of privacy assurances engenders no differences in consumers’ trust. Privacy assurances are thus vital for websites with weak reputation regardless of sensitivity information requested.

Authors

• May O. Lwin, Nanyang Technological U

• Chitra Panchapakesan, Nanyang Technological U