Does Privacy Information Influence Users’ Online Purchasing Behavior?
Web sites provide privacy policies to inform users about how their personal information is being handled. However, privacy policies are usually difficult to find or are written in a legal language that is hard for the average user to understand. Thus, privacy information is often ignored by users. The goal of the present study was to determine whether more salient presentation of privacy information, through a summary provided by the Privacy Finder Web site, would influence user purchasing behavior. Specifically, we examined whether Privacy Finder influenced college students’ comfort levels in making small and large purchases from familiar and unfamiliar Web sites in a simulated e-commerce task. Users were more comfortable purchasing inexpensive items, as well as making purchases from more familiar Web sites. However, Privacy Finder did not influence their purchasing behaviors or comfort levels for the different types of Web sites.
KeywordsWeb Privacy Privacy Finder E-Commerce Usability
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