Willingness to Provide Personal Information Online: The Role of Perceived Privacy Risk, Privacy Statements and Brand Strength

Myerscough, Stuart and Lowe, Ben and Alpert, Frank (2006) Willingness to Provide Personal Information Online: The Role of Perceived Privacy Risk, Privacy Statements and Brand Strength. Journal of Website Promotion, 2 (3/4). pp. 115-140. ISSN 1553-3611. (Full text available)

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Abstract

Perceived privacy risk is one reason that consumers do not always provide crucial personal information to firms online. This research reports on an experimental investigation into the role of two important factors – privacy statements and brand strength – likely to affect perceived privacy risk and willingness to provide personal information. Using realistic web pages as stimuli, we find that privacy statements do little to ease consumer concerns about the disposal and use of personal information whereas longer term measures strategic options such as developing a stronger brand image have a strong affect, even to the extent that consumers become willing to provide their personal information to websites with a strong brand name yet unwilling to share their personal information with websites with a weak brand name.

Item Type: Article
Uncontrolled keywords: Personal information, Privacy, Privacy Statements, Brand Strength, Perceived Privacy Risk
Subjects: H Social Sciences > HF Commerce
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Ben Lowe
Date Deposited: 24 Jul 2008 15:22
Last Modified: 13 Jan 2015 19:55
Resource URI: https://kar.kent.ac.uk/id/eprint/5145 (The current URI for this page, for reference purposes)
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