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Addre551n9 E-8u51ne55 Pr1vacy C0ncern5: 7he R01e5 0f 7ru5t and Va1ue C0mpat16111ty
Addre551n9 E-8u51ne55 Pr1vacy C0ncern5: 7he R01e5 0f 7ru5t and Va1ue C0mpat16111ty
8enjam1n 8. M. 5ha0
J05eph.Ca21era5u.edu
8enjam1n.5ha0a5u.edu
A857RAC7
C011ect1n9 1nf0rmat10n 15 an 1mp0rtant part 0f kn0w1n9 the
cu5t0mer and 9r0w1n9 a 6u51ne55. Under5tand1n9 the fact0r5 that
affect a per50n5 w1111n9ne55 t0 d15c105e per50na1 1nf0rmat10n 15
cruc1a1 f0r 1eam1n9 h0w t0 c011ect and ut1112ethat 1nf0rmat10n. 1n
th15 paper, a pr1vacy m0de1 15 pr0p05ed 1n wh1ch tru5t and the
c0mpat16111ty 0f the va1ue5 0f an 1nd1v1dua1and an 0r9an12at10n
are expected t0 enhance a per50n5 w1111n9ne55 t0 d15c105e
per50na1 1nf0rmat10n. A 5urvey 15 c0nducted t0 exam1ne the
1mpact 0f va1ue c0mpat16111ty 0n tru5t, the 1mpact 0f tru5t 0n
1nf0rmat10n d15c105ure, and the 1mpact 0f va1ue c0mpat16111ty 0n
1nf0rmat10n d15c105ure. 5tr0n9 emp1r1ca1 5upp0rt 15 f0und f0r the
effect 0f va1ue c0mpat16111ty 0n tru5t and f0r the effect 0ftru5t 0n
1nf0rmat10n d15c105ure. C0nd1t10na1 5upp0rt 15 f0und f0r the
effect 0f va1ue c0mpat16111ty 0n 1nf0rmat10n d15c105ure,
dependent 0n the 5en51t1v1ty1eve15 0f the 1nf0rmat10n 1tem5.
Keyw0rd5
Pr1vacy, tru5t, va1ue c0mpat16111ty, and va1ue c0n9ruence.
1.1N7R0DUC710N
Pr1vacy 155ue5 have n0w rep1aced cred1t card 5ecur1ty 155ue5 a5
the num6er 0ne 1mped1ment t0 6u11d1n9 an 0n11ne 6u51ne55 [8].
1n 6u51ne55, e1ther m0rtar 0r e1ectr0n1c, kn0w1n9 cu5t0mer5 15 a
prere4u151te t0 meet1n9 the1r need5 and 5erv1n9 them 6etter. 70
ach1eve th15 end, we need t0 c011ect 1mp0rtant and 0ftent1me5
5en51t1ve 1nf0rmat10n a60ut 0ur cu5t0mer5. H0wever, the current
and p0tent1a1 cu5t0mer5 may n0t 6e w1111n9t0 5hare the1r pr1vate
1nf0rmat10n w1th 0r9an12at10n5 they re9ard a5 untru5tw0rthy.
7h15 c0ncern 6ec0me5 even m0re cr1t1ca1 1n the e-6u51ne55
5ett1n9 when the c0mmun1cat10n 11nk5 0n the 1ntemet are 1n
e55ence 0pen t0 any60dy.
2.1 Pr1vacy
Pr1vacy ha5 6een de5cr16ed a5 the c1a1m 0f 1nd1v1dua15, 9r0up5,
0r 1n5t1tut10n5 t0 determ1ne f0r them5e1ve5 when, h0w, and t0
what extent 1nf0rmat10n a60ut them5e1ve5 15 c0mmun1cated t0
0ther5 [6]. 7he current 5tudy f0cu5e5 0n 1dent1fy1n9 the p0tent1a1
fact0r5 that may affect an 1nd1v1dua15 w1111n9ne55 t0 d15c105e
per50na1 pr1vate 1nf0rmat10n t0 0ther5.
5tL0u15a5u.edu
61 7
2.3 Va1ue5
Va1ue5 are referred t0 a5 de51ra61e 5tate5, 06ject5, 90a15 0r
6ehav10r5, tran5cend1n9 5pec1f1c 51tuat10n5 and app11ed a5
n0rmat1ve 5tandard5 t0 jud9e and t0 ch005e am0n9 a1ternat1ve
m0de5 0f 6ehav10r [4]. 7hu5 a va1ue 15 a pr1nc1pa1 0r 5tandard 0f
an 1nd1v1dua10r 9r0up. Examp1e5 0f va1ue5 1nc1ude the 5anct1ty
0f 11fe, e4ua1 r19ht5 1n the w0rkf0rce, ec01091ca1 d1ver51ty,etc.
70 put va1ue5 1n a 6u51ne55 c0ntext, a few we11-pu611c12ed
examp1e5 0f c0mpan1e5 w1th perce1ved va1ue5 are pre5ented here
t0 111u5trate the 1mpact5 0f a 91ven 5et 0f va1ue5 0n tru5t and
cu5t0mer 10ya1ty. 7he 80dy 5h0p wa5 f0unded 6y An1ta
R0dd1ck 1n 1976 1n 8r19ht0n, En91and. 1t ha5 6een kn0wn f0r
6e1n9 env1r0nmenta11yre5p0n5161e and ha5 6een pr0m0t1n9 5uch
va1ue5 act1ve1y. 7he 80dy 5h0p pr0duce5 610de9rada61e
pr0duct5 and 5upp0rt5 re5p0n5161e care 0f c0mmun1t1e5 1n the
th1rd w0r1d, 900d env1r0nmenta1 5teward5h1p, and 50c1a1
re5p0n516111ty. 7he c0mpany 1evera9e5 0n the5e va1ue5 t0 he1p
9r0w 1t5 5a1e5 and 6u11d 5tr0n9 cu5t0mer re1at10n5. 51m11ar1y,
8en Jerry5 1ce Cream a150 pr0m0te5 what 1t perce1ve5 a5
env1r0nmenta1 5teward5h1p. 7he5e and 0ther c0mpan1e5 have
6een a61e t0 6u11d a n1che market w1th a certa1n 9r0up 0f
cu5t0mer5 wh0 are attracted t0 them 6ecau5e 60th part1e5 5hare
1mp0rtant va1ue5. 7h15 0ften re5u1t5 1n 9reater cu5t0mer 10ya1ty
and tru5t a5 they can c0ncur w1th the cau5e5 the c0mpan1e5
5upp0rt. 7he 1ncrea5e 1n tru5t fr0m 5hared va1ue5 thu5 may
1ncrea5e a cu5t0mer5 w1111n9ne55 t0 d15c105e per50na1
1nf0rmat10n t0 the5e 0r9an12at10n5.
2.2 7 r u 5 t
7ru5t 15 def1ned a5 the w1111n9ne550f a party t0 6e vu1nera61e t0
the act10n5 0f an0ther party 6a5ed 0n the expectat10n5 that the
0ther w111 perf0rm part1cu1ar act10n5 1mp0rtant t0 the tru5t0r,
1rre5pect1ve 0f the a6111ty t0 m0n1t0r 0r c0ntr01 the 0ther party
[ 11]. 7here have 6een a num6er 0f 5tud1e5 dev0ted t0 exam1n1n9
the re1at10n5h1p6etween tru5t and pr1vacy.
Jarvenpaa et a1. [7] pr0p05e that tru5t 15 a precur50r t0 a p0tent1a1
cu5t0mer5 w1111n9ne55t0 6uy fr0m an e-c0mmerce 51te. 51nce
1nf0rmat10n d15c105ure 15 a nece55ary 5tep 1n the purcha5e
pr0ce55, 1t f0110w5 that tru5t 15 an antecedent t0 1nf0rmat10n
d15c105ure. 1n the a65ence 0f tru5t, 11tt1e 0r n0 v01untary
1nf0rmat10n exchan9e w0u1d take p1ace. 1n 0ther w0rd5, pe0p1e
w0u1d 6e re1uctant t0 d15c105e 1nf0rmat10n 1f they d0 n0t tru5t
the 1nf0rmat10n rec1p1ent t0 meet the1r expectat10n5. 5m1th et a1.
[15] 065erve 519n1f1cantp051t1ve a550c1at10n5 6etween 1nd1v1dua1
1nf0rmat10n pr1vacy c0ncern5 and the1r 1eve15 0f tru5t, paran01a
and 50c1a1 cr1t1c15m. Re1chhe1d and 5chefter [13] f1nd that when
cu5t0mer5 tru5t an 0n11ne vend0r, they are much m0re 11ke1y t0
5hare per50na1 1nf0rmat10n w1th them. Lu0 [10] u5e5 the 50c1a1
exchan9e the0ry t0 5h0w that 6u11d1n9 tru5t can 6e a way t0
501ve pr1vacy c0ncern5. Cu1nan and Arm5tr0n9 [3] f1nd 5upp0rt
f0r the ar9ument that an 1ncrea5e 1n tru5t thr0u9h pr0cedura1
fa1rne55 a11ev1ate5 c0ncern5 an 1nd1v1dua1 ha5 a60ut 6e1n9
pr0f11ed thr0u9h 1nf0rmat10n c011ect10n.
7ru5t
+1~[ 1nfrmat1nD15c105ure
618
2.4 Va1ue5Affect1n9Pr1vacy
[
7a61e 1 111u5trate5 the p055161e c0m61nat10n5 0f va1ue5 6etween
0r9an12at10n5 and 1nd1v1dua15. 1f the 0r9an12at10n 5upp0rt5 a
va1ue that the 1nd1v1dua1 5upp0rt5, they w111 have a match 1n
va1ue5 and the 0r9an12at10n 15 expected t0 rece1ve 50me 6enef1t
fr0m that tru5t match. 1fthe 0r9an12at10n 0pp05e5 an 1nd1v1dua15
91ven va1ue, they are expected t0 c0nf11ct w1th each 0ther and
the 0r9an12at10n 15 11ke1yt0 105e tru5t due t0 the c0nf11ct. 1f the
0r9an12at10n5 va1ue5 ne1ther match n0r 0pp05e the 1nd1v1dua15
va1ue5, then there 15 n0 expected 6enef1t 0r 11a6111ty fr0m th15
5cenar10.
51e9r15t et a1. [14] ar9ue that 5hared va1ue5 determ1ne 50c1a1 tru5t
1n 1n5t1tut10n5 and per50n5 re1ated t0 techn0109y, and 0ne ha5
9reater tru5t 1n th05e part1e5 h01d1n9 51m11ar va1ue5. Jun9 and
Av0110 [9] 100k at the 1eve1 0f c0n9ruence 0f va1ue5 6etween
1eader5 and f0110wer5 and f1nd that va1ue c0n9ruence p1ay5 an
1mp0rtant r01e 1n a 1eader5 5ucce55. 2ucker [16] 1nd1cate5 three
type5 0f tru5t pr0duct10n: pr0ce55-6a5ed tru5t, character15t1c6a5ed tru5t, and 1n5t1tut10n-6a5ed tru5t. Pr0ce55-6a5ed tru5t
5t1mu1ate5 tru5t thr0u9h a pr0ce55 0f 50c1a1 exchan9e 6etween
0r9an12at10n5. Character15t1c-6a5ed tru5t pr0m0te5 tru5t thr0u9h
the character15t1c5 0f the 1nd1v1dua1 0r 0r9an12at10n. 7h15 c0u1d
6e 51m11ar va1ue5, 6ack9r0und 0r exper1ence5. 1n5t1tut10n-6a5ed
tru5t 15 the pr0duct10n 0f tru5t thr0u9h 50me type 0f th1rd party
effect. 7h15 paper 1nve5t19ate5 the 1ncrea5e 1n tru5t 6a5ed 0n
va1ue c0mpat16111ty, wh1ch 15 a type 0f character15t1c-6a5ed tru5t
pr0duct10n.
.2
7ru5t
.,
1 1rnV-;1t~6111ty 1
+ ~[
1nfrmat1nD15c105ure
H3
F19ure 4: C0mp1ete M0de1 0f 0ur hyp0the515
3. M E 7 H 0 D 0 L 0 6 Y
We c0nducted a 5urvey 0f301 under9raduate 6u51ne55 5tudent5.
Each 5tudent wa5 rand0m1y a5519ned 0ne 0f three d1fferent
5cenar105. 1n each 5cenar10, the 5u6ject5 were a55umed t0 v151t a
we651te wh1ch a5ked them t0 v01untar11y d15c105e 50me per50na1
1nf0rmat10n 1n 0rder t0 he1p 6etter under5tand 1t5 cu5t0mer 6a5e.
7wenty 1nf0rmat10n 1tem5 were re4ue5ted, ran91n9 fr0m the
fav0r1te 5nack t0 the 50c1a1 5ecur1ty Num6er. 7he 5u6ject5
1nd1cated 1f they w0u1d d15c105e a 5pec1f1c 1nf0rmat10n 1tem t0
the 0r9an12at10n 0r 1fthe 1nf0rmat10n 1tem wa5 n0t app11ca61e t0
the1r per50na1 51tuat10n5.
619
1nf0 1tem
7 a 6 1 e 2: 7 h e E f f e c t 0 f 7 r u 5 t 0 n 1 n f 0 r m a t 1 0 n D15c105ure
0vera117ru5t
Avera9e 7ru5t
1nf0 w1 Re5pect
% 5har1n9
P-va1ue
P-va1ue
P-va1ue
0vera11
0.233
92%
0.372
Fav0r1te 7V 5h0w
0.602
0.879
90%
0.305
Fav0r1te 5nack
0.553
0.012*
89%
0.038*
A9e
0.027*
0.045*
88%
0.081
[ntemet 5peed
0.059
0.014*
87%
H0661e5
0.026*
0.061
0.002**
80/,
0.000**
Race
0.002**
0.136
77*/,
N0 0f Ch11dren
0.048*
0.152
0.001 **
770/,
0.003**
Mar1ta1 5tatu5
0.001 **
0.001 * *
0.008**
74%
0ccupat10n
0.015*
0.023*
0.023*
70/0
0.022*
1n the 5ec0nd 5cenar10, the 5u6ject5 Re11910n
0.169
37%
0.240
0.084
were t01d that the we651te they were 1nc0me
0.056
360
H0me
0wner5h1p
0.152
0.060
v151t1n9 6e10n9ed t0 an 0r9an12at10n
0.000**
0.000**
35%
0.000**
they had never 1nteracted w1th 6ef0re Ema11Addre55
0.000**
0.000**
30%
Fu11
Name
0.000**
and that they had n0 kn0w1ed9e 0f
0.001**
0.001**
11/0
0.007**
th15 0r9an12at10n5 va1ue5. 7he re5t 0f W0rk Ph0ne
0.013*
100/0
W0rk
Addre55
0.077
0.057
the 4ue5t10n5 were 51m11ar t0 th05e 1n
0.025*
9%
0.117
W0rk Fax
0.321
the f1r5t 5cenar10.
0.042*
0.081
7%
H0me Ph0ne
0.024*
0.003**
0.004**
7%
H0me
Addre55
0.011
*
1n the th1rd 5cenar10, the 5u6ject5 were
0.889
0.869
3/,
0.904
pre5ented a 5et 0f 4ue5t10n5 51m11ar t0 50c1a1 5ecur1ty #
;n1f1cant
ca5e,
tru5t
1ncrea5ed
1nf0rmat10n
d15c105ure
L0915t1c
re9re5510n
pr06a6111ty
1eve1:
1n
eaeh
51
the f1r5t 5cenar10, except they had
0pp051te va1ue5 and hence had a = .05 519n1f1cance
* = .01 519n1f1cance
c0nf11ct. 7he ca5e de5cr1pt10n wa5
0ther extreme, 50me 1tem5 (5uch a5 50c1a1 5ecur1ty Num6er) are
f0rmu1ated a5 the rever5e 0f the f1r5t 5cenar10 (1.e., th15
t00 5en51t1ve f0r re5p0ndent5 t0 5hare w1th any0ne, 1nc1ud1n9
0r9an12at10n 0pp05e5 the p011t1ca1 and m0ra1 cau5e5 that 1
th05e they may re9ard a5 tru5tw0rthy.
5upp0rt, etc.). We c011ected a t0ta1 0f 301 u5a61e re5p0n5e5 fr0m
103, 99, and 99 5u6ject5 f0r 5cenar105 1, 2, and 3, re5pect1ve1y,
5uch f1nd1n9 15 1ntere5t1n9 and 1n519htfu1.7he key c0mp0nent 0f
w1th a60ut 60% ma1e5 and 40% fema1e5.
tru5t 15 0ne5 w1111n9ne55t0 put 0ne5e1f 1n a vu1nera61e p051t10n.
70 revea1 0ne5 fav0r1te 5nack 0r 7 V 5h0w 15 n0t 11ke1y t0 put
4. RE5UL75
AND D15CU5510N
0ne5e1f 1n a defen5e1e55 51tuat10n; c0n5e4uent1y, tru5t 5eem5 t0
70 te5t hyp0the515 H1, a 10915t1c re9re5510n ana1y515 15 emp10yed
exerc15e an 1n519n1f1cant1mpact 0n th15 type 0f 1nf0rmat10n 1tem.
t0 ana1y2e the effect 0f tru5t 0n 1nf0rmat10n d15c105ure. 7a61e 2
7hat 15, pe0p1e are a5 11ke1y t0 5hare th15 1nf0rmat10n w1th an
pre5ent5 the re5u1t5. 1n 7a61e 2, the 1nf0rmat10n 1tem5 are
0r9an12at10n they may n0t tru5t a5 w1th 0ne they d0 tru5t. F0r
pre5ented 1n the 0rder 0f the1r 11ke11h00d 0f 6e1n9 5hared. 7he
5em1-5en51t1ve 1tem5 5uch a5 c0ntact 1nf0rmat10n, 0nce they are
c01umn5 repre5ent the p-va1ue5 f0r the c0eff1c1ent e5t1mate5 0f
5hared, there are 50me r15k5 and vu1nera6111t1e5 1nv01ved 1n
the 5u6ject5 an5wer5 t0 the tru5t 4ue5t10n5 when they are
rece1v1n9 un5011c1ted ema11, junk ma11, 0r unwanted ca115. 1n th15
re9re55ed up0n 1nf0rmat10n d15c105ure. F0r examp1e, the f1r5t
ca5e, tru5t 15 f0und t0 p1ay an ena61er r01e t0 pr0m0te m0re
c01umn 15 a 10915t1c re9re5510n 0f the1r an5wer5 t0 the 4ue5t10n
1nf0rmat10n d15c105ure. Pe0p1e are thu5 m0re w1111n9 t0 5hare
0vera11, 1 w0u1d tru5t th15 0r9an12at10n (mea5ured w1th a 1 t0
th15 1nf0rmat10n w1th the 0r9an12at10n5 they tru5t. F1na11y, f0r
5 L1kert 5ca1e) 0n a 61nary var1a61e repre5ent1n9 1nf0rmat10n
h19h1y 5en51t1ve 1nf0rmat10n 11ke 50c1a1 5ecur1ty Num6er, tru5t
d15c105ure. Avera9e tru5t 15 a 10915t1c re9re5510n 0f the e4ua11y
return5 t0 a 1e55er r01e, wh1ch 1mp11e5 character15t1c-6a5ed tru5t
we19hted avera9e 0f the1r re5p0n5e5 t0 the f1ve tru5t 4ue5t10n5 1n
a10ne 5eem5 una61e t0 9et pe0p1e t0 5hare th15 k1nd 0f
620
5. M A N A 6 E R 1 A L 1 M P L 1 C A 7 1 0 N 5
50me u5efu1 1mp11cat10n5can 6e drawn fr0m 0ur f1nd1n95. F1r5t,
2.275
2.556
3.020
2.613
0.000**
0.007**
Fa1r1y Repre5ent
2.667
3.1,41
3.313
3.037
0.000**
0.001**
1nf0 W Re5pect
2.696
2.980
3.444
3.037
0.000**
0.011*
0vera11
2.498
2.853
3.2t8,
2.853
0.000 ~*
0.000**
Avera[e 7ru5t
0neta11 d1fference 6etweenmean5te5~ d1rect10n 0fa1115 de5cend1n9~0m~5upp0~t0neu~a1t00pp05e.
* = .05 519n1f1cance
** = .01 519n1f1cance
0.000**
0.131
0.000**
0.000**
Percent
91%
88%
91%
83%
83%
75%
73%
71%
68%
61%
34%
28%
22%
20%
11%
11%
11%
4%
5%
4%
36%
35%
30%
11%
10%
9%
7%
7%
3%
0.108
0.167
0.046*
0.207
0.015*
0.000**
0.002**
0.214
0.354
0.386
0.020*
0.100
0.335
621
0.440
0.134
0.298
0.415
0.155
0.001 **
0.076
0.105
0.133
0.229
0.082
0.169
0.338
0.081
0.020*
0.014*
0.275
0A20
0.110
0.069
0,318
0.230
0.153
0.247
0.372
0.203
6. C 0 N C L U 5 1 0 N 5
Fr0m 0ur re5u1t5, tru5t 15 f0und t0
p1ay an 1mp0rtant r01e 1n addre551n9
c0n5umer pr1vacy c0ncern5. We
f0und 5upp0rt f0r va1ue c0mpat16111ty
1ncrea51n9 tru5t 1n 0ur re5earch
5ett1n9. Va1ue c0mpat16111ty a150 ha5
an effect 0n 1nf0rmat10n d15c105e,
depend1n9 0n the 5en51t1v1ty 1eve15.
70 5um up, the f1nd1n95 5u99e5t that
tru5t, va1ue c0mpat16111ty, and
pr1vacy are 1mp0rtant c0n5truct5 and
thu5 mer1t add1t10na1 re5earch 1n the
15 f1e1d.
M0re w0rk 5t111need5 t0 6e d0ne 1n 0rder t0 6etter under5tand
the 5tren9th5 and re1at10n5h1p5 0f the5e c0n5truct5. 7he future
w0rk may 1nc1ude 6u11d1n9 0r f1nd1n9 mea5ure5 f0r each
c0n5truct that w0u1d a110w f0r path ana1y515. 7he
1mp1ementat10n 0f a c0ntr011ed exper1ment w1th ca5e-6a5ed
5cenar105 repre5ent5 an0ther 1ntere5t1n9 re5earch avenue. 1t
w0u1d a150 6e 6enef1c1a1 t0 exam1ne the r01e 0f va1ue
c0mpat16111ty 1n 1nf0rmat10n cred16111ty and e-c0mmerce
purcha5e 6ehav10r5.
7. R E F E R E N C E 5
[1] Ackerman, M., Cran0r, L., and Rea91e, J., Pr1vacy 1n EC0mmerce: Exam1n1n9 U5er 5cenar105 and Pr1vacy
Preference5, Pr0ceed1n95 0f the ACM C0nference 1n
E1ectr0n1c C0mmerce, N0vem6er 1999, pp. 1-8.
[2] An9, 5. H., Le0n9, 5. M., and 7e0, 6. P. 5., 7he Effect5 0f
[5] H1ne, C., and Eve, J., Pr1vacy 1n the Marketp1ace, 7he
1nf0rmat10n 50c1ety (14:4), 1998, pp. 253-262.
[6] Hender50n, H., Pr1vacy 1n the 1nf0rmat10n A9e, Fact5 0n
F11e, New Y0rk, 1999.
622