THE EFFICACY OF WEB SITE PRIVACY POLICY STATEMENTS: AN EXAMINATION OF THE INFLUENCE OF PRIOR POLICY FAMILIARITY

摘要

A primary obstacle to the success of e-commerce is the development of consumer trust. The adoption of privacy policy statements is a direct response to this concern. This paper reports the results of an exploratory study which found that the level of privacy promised by the statements interacts with the consumer’s prior familiarity with policy statements in terms of the willingness of consumers to provide personal information.