Role of Privacy Legislations and Online Business Brand Image in Consumer Perceptions of Online Privacy Risk

Abstract:Developing an approach to manage privacy risk is critical to the success of e-marketing. Understanding the antecedents of privacy risk is therefore essential for the success of e-business. Because governments, businesses, and consumers are economic agents, this study examined the effects of...

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Autor principal:	Wang,Edward Shih-Tse
Lenguaje:	English
Publicado:	Universidad de Talca 2019
Materias:	Perceived effectiveness of privacy legislations Brand image Trust in online businesses Perceived effectiveness of privacy policy Perceived benefits of information disclosure Perceived privacy risk
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762019000200106
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spelling	oai:scielo:S0718-187620190002001062019-12-17Role of Privacy Legislations and Online Business Brand Image in Consumer Perceptions of Online Privacy RiskWang,Edward Shih-Tse Perceived effectiveness of privacy legislations Brand image Trust in online businesses Perceived effectiveness of privacy policy Perceived benefits of information disclosure Perceived privacy risk Abstract:Developing an approach to manage privacy risk is critical to the success of e-marketing. Understanding the antecedents of privacy risk is therefore essential for the success of e-business. Because governments, businesses, and consumers are economic agents, this study examined the effects of governmental (privacy legislations) and firm-related (online business brand image) factors on consumer perceptions of online privacy risk. This paper proposes a conceptual model for exploring the underlying mechanisms of privacy legislations and online business brand image on consumer perceptions of online privacy risk. To test the conceptual model, data were collected from 425 students on a university campus which provided real personal information to online businesses within the preceding 3 months. Structural equation modeling was employed to test all the hypotheses in the conceptual model. The results reveal that perceived effectiveness of privacy legislations and online business brand image positively affect trust in online businesses. In addition, trust in online businesses positively affects perceived effectiveness of business privacy policies and perceived benefits of information disclosure, which in turn negatively influences online privacy risk perception.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.14 n.2 20192019-01-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762019000200106en10.4067/S0718-18762019000200106
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Perceived effectiveness of privacy legislations Brand image Trust in online businesses Perceived effectiveness of privacy policy Perceived benefits of information disclosure Perceived privacy risk
spellingShingle	Perceived effectiveness of privacy legislations Brand image Trust in online businesses Perceived effectiveness of privacy policy Perceived benefits of information disclosure Perceived privacy risk Wang,Edward Shih-Tse Role of Privacy Legislations and Online Business Brand Image in Consumer Perceptions of Online Privacy Risk
description	Abstract:Developing an approach to manage privacy risk is critical to the success of e-marketing. Understanding the antecedents of privacy risk is therefore essential for the success of e-business. Because governments, businesses, and consumers are economic agents, this study examined the effects of governmental (privacy legislations) and firm-related (online business brand image) factors on consumer perceptions of online privacy risk. This paper proposes a conceptual model for exploring the underlying mechanisms of privacy legislations and online business brand image on consumer perceptions of online privacy risk. To test the conceptual model, data were collected from 425 students on a university campus which provided real personal information to online businesses within the preceding 3 months. Structural equation modeling was employed to test all the hypotheses in the conceptual model. The results reveal that perceived effectiveness of privacy legislations and online business brand image positively affect trust in online businesses. In addition, trust in online businesses positively affects perceived effectiveness of business privacy policies and perceived benefits of information disclosure, which in turn negatively influences online privacy risk perception.
author	Wang,Edward Shih-Tse
author_facet	Wang,Edward Shih-Tse
author_sort	Wang,Edward Shih-Tse
title	Role of Privacy Legislations and Online Business Brand Image in Consumer Perceptions of Online Privacy Risk
title_short	Role of Privacy Legislations and Online Business Brand Image in Consumer Perceptions of Online Privacy Risk
title_full	Role of Privacy Legislations and Online Business Brand Image in Consumer Perceptions of Online Privacy Risk
title_fullStr	Role of Privacy Legislations and Online Business Brand Image in Consumer Perceptions of Online Privacy Risk
title_full_unstemmed	Role of Privacy Legislations and Online Business Brand Image in Consumer Perceptions of Online Privacy Risk
title_sort	role of privacy legislations and online business brand image in consumer perceptions of online privacy risk
publisher	Universidad de Talca
publishDate	2019
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762019000200106
work_keys_str_mv	AT wangedwardshihtse roleofprivacylegislationsandonlinebusinessbrandimageinconsumerperceptionsofonlineprivacyrisk
_version_	1714202232650465280

Role of Privacy Legislations and Online Business Brand Image in Consumer Perceptions of Online Privacy Risk

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