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The role of privacy assurance mechanisms in building trust and the moderating role of privacy concern

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  • Gaurav Bansal
  • Fatemeh ‘Mariam’ Zahedi
  • David Gefen

Abstract

Privacy policy statements and privacy assurance cues are among the most important website features that online providers use to increase individuals’ trust and willingness to disclose private information online. The focus of this study is a comprehensive examination of the process by which privacy assurance mechanisms influence trust and the moderating role of privacy concern in this process. We use the lens of the Elaboration Likelihood Model to investigate the way different individuals perceive and process privacy assurance mechanisms. We argue that the trust-enhancing role of these mechanisms depends on the individual’s privacy concern. The results of this study articulate the process by which various privacy assurance mechanisms operate in enhancing an individual’s trust, and show that there are distinct behavioral differences between individuals with high- vs low-privacy concern when forming their trust to disclose private information. The paper sheds new light on the role of elaboration in the trust building process, and shows why privacy assurance mechanisms have different impacts depending on individuals’ privacy concerns.

Suggested Citation

  • Gaurav Bansal & Fatemeh ‘Mariam’ Zahedi & David Gefen, 2015. "The role of privacy assurance mechanisms in building trust and the moderating role of privacy concern," European Journal of Information Systems, Taylor & Francis Journals, vol. 24(6), pages 624-644, November.
    • Handle: RePEc:taf:tjisxx:v:24:y:2015:i:6:p:624-644
    DOI: 10.1057/ejis.2014.41
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    Cited by:

    1. Cheng, Junjun & Chen, Bo & Huang, Zihang, 2023. "Collective-based ad transparency in targeted hotel advertising: Consumers’ regulatory focus underlying the crowd safety effect," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    2. Kareem M. Selem & Muhammad Haroon Shoukat & Syed Asim Shah & Marianny Jessica Brito Silva, 2023. "The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    3. Huang, Yanting & Liang, Yuqing & Gong, Yeming & Yuan, Zhe, 2023. "Role of trust-building in online recycling platforms," International Journal of Production Economics, Elsevier, vol. 263(C).
    4. Lu, Baozhou & Yi, Xiaoyang, 2023. "Institutional trust and repurchase intention in the sharing economy: The moderating roles of information privacy concerns and security concerns," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    5. G, Sowmya & Chakraborty, Debarun & Polisetty, Aruna & Jain, Ravi Kumar, 2024. "Exploring the adoption patterns of matrimonial apps: An analysis of user gratifications," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

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