Privacy Assurance and Consumer Behaviors in e-Business Environments



[Title]

Privacy Assurance and Consumer Behaviors in e-Business Environments


[Author]

JaeYoung Park (Graduate School of Information, Yonsei University)

Woo-Jin Jung (Graduate School of Information, BarunICT Research Center, Yonsei University)

SangKeun Lee (Department of Energy IoT, College of Energy Convergence, Dongshin University)

Beomsoo Kim (Graduate School of Information, BarunICT Research Center, Yonsei University)


[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


The Journal of Society for e-Business Studies, Vol.23 No.4, pp.1-17

© 2018, Barun ICT Research Center​

    Yonsei University

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