Addressing E-business privacy concerns: the roles of trust and value compatibility

Collecting information is an important part of knowing the customer and growing a business. Understanding the factors that affect a person's willingness to disclose personal information is crucial for learning how to collect and utilize that information. In this paper, a privacy model is proposed in which trust and the compatibility of the values of an individual and an organization are expected to enhance a person's willingness to disclose personal information. A survey is conducted to examine the impact of value compatibility on trust, the impact of trust on information disclosure, and the impact of value compatibility on information disclosure. Strong empirical support is found for the effect of value compatibility on trust and for the effect of trust on information disclosure. Conditional support is found for the effect of value compatibility on information disclosure, dependent on the sensitivity levels of the information items.

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