The effect of online privacy policy on consumer privacy concern and trust

Authors:
Kuang-Wen Wu;Shaio Yan Huang;David C. Yen;Irina Popova
Affiliations:
Department of International Trade, Feng Chia University, No. 100 Wenhwa Rd., Seatwen, Taichung 40724, Taiwan;Department of Accounting and Information Technology, Advanced Institute of Manufacturing with High-tech Innovations, National Chung Cheng University, No. 168 University Rd., Minhsiung Township, Ch ...;Department of DSC & MIS, Miami University, Oxford, OH 45056, United States;Feng Chia University, No. 100 Wenhwa Rd., Seatwen, Taichung 40724, Taiwan
Venue:
Computers in Human Behavior
Year:
2012

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Abstract

This study aims to investigate trust and privacy concerns related to the willingness to provide personal information online under the influence of cross-cultural effects. This study investigated the relationships among the content of online privacy statements, consumer trust, privacy concerns, and the moderating effect of different cultural backgrounds of the respondents. In specific, this study developed a proposed model based on Privacy-Trust-Behavioral Intention model. Further, a total of 500 participants participated in the survey, including 250 from Russia and 250 from Taiwan. The findings indicate a significant relationship between the content of privacy policies and privacy concern/trust; willingness to provide personal information and privacy concern/trust; privacy concern and trust. The cross-cultural effect on the relationships between the content of privacy policies and privacy concern/trust was also found significant.