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http://dx.doi.org/10.7838/jsebs.2018.23.4.001

Privacy Assurance and Consumer Behaviors in e-Business Environments  

Park, JaeYoung (Graduate School of Information, Yonsei University)
Jung, Woo-Jin (Graduate School of Information, BarunICT Research Center, Yonsei University)
Lee, SangKeun (Department of Energy IoT, College of Energy Convergence, Dongshin University)
Kim, Beomsoo (Graduate School of Information, BarunICT Research Center, Yonsei University)
Publication Information
The Journal of Society for e-Business Studies / v.23, no.4, 2018 , pp. 1-17 More about this Journal
Abstract
Recently, most online firms are trying to provide personalized services based on customer's data. However, customers are reluctant to give their information to online firm because of concerns about data breach. Online firms are seeking to increase their trust by ensuring the protection of personal information for customers through privacy seal (e.g. e-privacy) or data breach insurance. This research examines the effects of privacy assurance(i.e. privacy seal, data breach insurance) on consumer behavior in online environment. An experiment based on the hypothetical scenario was conducted using a between-subjects 2 (type of privacy assurance) + 1 (control) design. We found that both privacy seal and data breach insurance increased perceived privacy trust. In addition, privacy seal has a positive effect on the intention to provide personal information through perceived privacy trust. Finally, in the case of the group with a high (low) disposition to trust, higher perceived privacy trust is formed through privacy seal (data breach insurance). Theoretical and practical implications are discussed.
Keywords
Personal Information; Information Security; Privacy Seal; e-Commerce; Privacy; Trust; Data Breach Insurance; Privacy Assurance;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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