TITLE

THE VALUE OF PRIVACY ASSURANCE: AN EXPLORATORY FIELD EXPERIMENT

AUTHOR(S)
Kai-Lung Hui; Hock Hai Teo; Sang-Yong Tom Lee
PUB. DATE
March 2007
SOURCE
MIS Quarterly;Mar2007, Vol. 31 Issue 1, p19
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This paper reports the results of an exploratory field experiment in Singapore that assessed the values of two types of privacy assurance: privacy statements and privacy seals. We collaborated with a local firm to host the experiment on its website with its real domain name, and the subjects were not informed of the experiment. Hence, the study provided a field observation of the subjects' behavioral responses toward privacy assurances. We found that (1) the existence of a privacy statement induced more subjects to disclose their personal information but that of a privacy seal did not; (2) monetary incentive had a positive influence on disclosure; and (3) information request had a negative influence on disclosure. These results were robust in other specifications that used alternative measures for some of our model variables. We discuss this study in relation to the extant privacy literature, most of which employs surveys and laboratory experiments for data collection, and draw related managerial implications.
ACCESSION #
23963595

 

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