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Personal Information Protection Behaviors of Consumers in Different Country Context and User Interface Designs

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Abstract

Internet information security is getting more attention. Users are adopting more and more ways to protect their information when browsing the web and shopping online, and more users are choosing not to disclose personal information to websites. Many factors influence consumers’ privacy disclosure intention. This study innovatively introduces consumers’ country background and website user interface design to explore their influence on behavioural intention. We developed a model of factors influencing consumers’ intention to disclose personal information, organized experiments to collect data, and conducted an empirical study using partial least squares structural equation modeling (PLS-SEM). The study results showed that consumers’ general trust in companies is influenced by many factors and significantly affects consumers’ intention to disclose information. Corporate reputation significantly affects consumers’ intention to disclose information directly and indirectly. Consumers’ privacy concerns can also have a significant impact. Country context and user interface design also influenced consumer behaviour, but not as much as corporate reputation and consumer privacy concerns. Research provides targeted development recommendations for consumers, businesses, and legislators.

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A general formula (α) of which a special case is the Kuder-Richardson coefficient of equivalence is shown to be the mean of all split-half coefficients resulting from different splittings of a test. α is therefore an estimate of the correlation between two random samples of items from a universe of items like those in the test. α is found to be an appropriate index of equivalence and, except for very short tests, of the first-factor concentration in the test. Tests divisible into distinct subtests should be so divided before using the formula. The index [`(r)]ij\bar r_{ij} , derived from α, is shown to be an index of inter-item homogeneity. Comparison is made to the Guttman and Loevinger approaches. Parallel split coefficients are shown to be unnecessary for tests of common types. In designing tests, maximum interpretability of scores is obtained by increasing the first-factor concentration in any separately-scored subtest and avoiding substantial group-factor clusters within a subtest. Scalability is not a requisite.
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This U.S.-based research attempts to understand the relationships between users’ perceptions about Internet privacy concerns, the need for government surveillance, government intrusion concerns, and the willingness to disclose personal information required to complete online transactions. We test a theoretical model based on a privacy calculus framework and Asymmetric Information Theory using data collected from 422 respondents. Using LISREL, we found that privacy concerns have an important influence on the willingness to disclose personal information required to transact online. The perceived need for government surveillance was negatively related to privacy concerns and positively related to willingness to disclose personal information. On the other hand, concerns about government intrusion were positively related to privacy concerns. The theoretical framework of our study can be applied across other countries.
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Trust is emerging as a key element of success in the on-line environment. Although considerable research on trust in the offline world has been performed, to date empirical study of on-line trust has been limited. This paper examines on-line trust, specifically trust between people and informational or transactional websites. It begins by analysing the definitions of trust in previous offline and on-line research. The relevant dimensions of trust for an on-line context are identified, and a definition of trust between people and informational or transactional websites is presented. We then turn to an examination of the causes of on-line trust. Relevant findings in the human–computer interaction literature are identified. A model of on-line trust between users and websites is presented. The model identifies three perceptual factors that impact on-line trust: perception of credibility, ease of use and risk. The model is discussed in detail and suggestions for future applications of the model are presented.
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In its current form, the Internet is primarily a source of communication, information and entertainment but increasingly also a vehicle for commercial transactions. An understanding of reasons for purchasing on the World Wide Web is particularly relevant in the context of predictions made regarding electronic shopping in the future. In the paper, we focus on some of the antecedents to electronic exchange in the online context. In particular, what are some of the factors influencing online purchasing behavior? What is the role of privacy and security concerns in influencing actual purchase behavior? How do vendor and customer characteristics influence consumers' propensity to engage in transactions on the Internet? We analyze secondary data from an e-mail survey. The study has implications for both theory and practice. The findings extend our knowledge of factors influencing marketing exchange from the traditional setting to the internet context. In addition, the findings regarding factors enhancing the propensity to shop online have implications for internet retailers seeking to enlarge their online customer base.
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Using the Technology Acceptance Model (TAM), this research investigated gender differences in the overlooked context of individual adoption and sustained usage of technology in the workplace. User reactions and technology usage behavior were studied over a five-month period among 342 workers being introduced to a new software system. At all three points of measurement, compared to women, men's technology usage decisions were more strongly influenced by their perceptions of usefulness. In contrast, women were more strongly influenced by perceptions of ease of use and subjective norm, although the effect of subjective norm diminished over time. These findings were robust even after statistically controlling for key confounding variables identified in prior organizational behavior research (i.e., income, occupation, and education levels), and another possible confound from technology research, prior experience with computers in general. Thus, in addition to identifying key boundary conditions in the role of the original TAM constructs (perceived usefulness and perceived ease of use), this research provides the basis for the integration of subjective norm into the model. In light of these findings, implications for theory and practice are discussed.
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While privacy is a highly cherished value, few would argue with the notion that absolute privacy is unattainable. Individuals make choices in which they surrender a certain degree of privacy in exchange for outcomes that are perceived to be worth the risk of information disclosure. This research attempts to better understand the delicate balance between privacy risk beliefs and confidence and enticement beliefs that influence the intention to provide personal information necessary to conduct transactions on the Internet. A theoretical model that incorporated contrary factors representing elements of a privacy calculus was tested using data gathered from 369 respondents. Structural equations modeling (SEM) using LISREL validated the instrument and the proposed model. The results suggest that although Internet privacy concerns inhibit e-commerce transactions, the cumulative influence of Internet trust and personal Internet interest are important factors that can outweigh privacy risk perceptions in the decision to disclose personal information when an individual uses the Internet. These findings provide empirical support for an extended privacy calculus model.
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Despite the concern that has been expressed about potential method biases, and the pervasiveness of research settings with the potential to produce them, there is disagreement about whether they really are a problem for researchers in the behavioral sciences. Therefore, the purpose of this review is to explore the current state of knowledge about method biases. First, we explore the meaning of the terms "method" and "method bias" and then we examine whether method biases influence all measures equally. Next, we review the evidence of the effects that method biases have on individual measures and on the covariation between different constructs. Following this, we evaluate the procedural and statistical remedies that have been used to control method biases and provide recommendations for minimizing method bias.
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An integrative framework from information privacy and relationship marketing arenas was employed to investigate whether a traditional business-to-business relationship marketing framework could be applied to the information-intensive online business-to-consumer channel. Roles of consumers' privacy concerns and perceived e-tailer's reputation on their trust in, commitment toward, and purchase intent toward a services e-tailer were examined. Effects of opt-in versus opt-out choice strategies on consumers' privacy concerns and trust were also studied. Results showed that the strongest relationships leading to online purchase intent were those between trust in and commitment toward an e-tailer and between firm reputation and trust. Privacy concerns influenced purchase intent with strong negative effects, both directly and indirectly through trust. No difference was observed in respective direct effects of choice strategy on privacy concerns, nor were strategies found to moderate reputation on privacy concerns or trust. Managerial implications are discussed.
Regulation (EU) 2016/679 of the European Parliament and of the Council
  • P Regulation
Interpersonal correlates of trust and self-disclosure
  • J L Steel
Multivariate Data Analysis, 7th edn
  • J F Hair