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Initial trust and willingness to share personal information: The role of perceived reputation and website appeal
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Resumo(s)
The Internet has been dramatically changing the shopping industry and the possibilities for gathering consumers’ personal information. The present study addresses a research gap in the e-commerce literature about the relationship between initial trust and willingness to share personal and financial information with a specific e-vendor. The study proposes a conceptual model incorporating perceived reputation, website appeal, and perceived privacy risk as relevant antecedents of trusting beliefs and intentions. Data from 244 participants provide support for most of the hypotheses suggested. Overall, results show that high levels of trusting beliefs, perceived reputation, and website appeal increase consumers’ willingness to share personal and financial information, contrary to perceived privacy risk, which has the opposite effect. Additionally, perceived reputation proved to be an important antecedent of trusting beliefs. This study supplements past studies regarding consumer behavior in an online shopping context by showing the relevance of considering both perceived reputation and website appeal to increase the likability in collecting consumers’ data. Theoretical and practical implications, the study’s limitations, and suggestions for future research are also presented. Implications for theory and practice and suggestions for future research are discussed.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Initial Trust Perceived Reputation Website Appeal Trusting Beliefs Perceived Privacy Risk Willingness to Share Personal Information