Predicting adolescents’ willingness to disclose personal information to a commercial website: Testing the applicability of a trust-based model

Vol.7,No.3(2013)

Abstract
This study examines the relationship between the level of trust that adolescents place in a specific commercial website and their behavioural intentions to disclose four categories of personal information (identity information, geographical information, profile information and contact information) to the website. Following the integrative model of organisational trust, we hypothesise that respondents’ level of trust in a specific commercial website is determined by three dimensions of trustworthiness: ability, integrity and benevolence. In order to test the proposed model, we conducted a survey among 1042 Flemish adolescents. Analyses indicate that perceived ability and integrity predicted adolescents’ level of trust in the focal website. The respondents’ trust in the website subsequently predicted their willingness to disclose. The influence of the discerned trustworthiness beliefs was fully mediated by the level of trust adolescents had in the specific commercial website. Adolescents’ risk perception about disclosing information to this website also affected their willingness to disclose information. Finally, our analysis identified an individual’s disposition to trust (i.e. trust propensity) as significantly predicting (1) the three trustworthiness beliefs and (2) the willingness to disclose the four discerned categories of personal information. Surprisingly no significant association was found between trust propensity and adolescents’ trust in the specific commercial website.

Keywords:
Information privacy; trust; trustworthiness; risk; disclosure
Author biographies

Wannes Heirman

Author photo Wannes Heirman is a research and teaching assistant at the department of Communication Studies of the University of Antwerp. After obtaining his master's degree in Communication Sciences (University of Antwerp, 2006), he started doing research work for the research team MIOS. In the period 2008-2009 he worked on a research report concerning cyberbullying. This report was destined for the Belgian Internet Rights Observatory and ultimately resulted in a policy advice. Besides the topic of cyberbullying, he has a broad interest for research into how information and communication technologies are impacting the daily lives of young children and teenagers. The main focus of his PhD-research is devoted to the question how young children and teenagers deal with their privacy on the Internet.

Michel Walrave

Author photo Michel Walrave is an associate professor at the department of Communication Studies of the University of Antwerp. He leads the research group MIOS that conducts research on, amongst others, young people’s ICT uses. His research focuses on societal implications of ICT, and ICT-use related privacy risks in particular. He has conducted several research projects on e-marketing, social networking sites and privacy and on cyberbullying. He teaches courses on societal implications of ICT, marketing communications and e-marketing. Michel Walrave holds a master’s degree in Communication Studies, a Master in Information Science and a PhD in Social Sciences.

Koen Ponnet

Author photo Koen Ponnet, Ph.D., is an Assistant Professor at the Faculty of Political and Social Sciences and at the Faculty of Law of University of Antwerp. He teaches General and Social Psychology, Sociological and psychological aspects of safety, and Public safety and citizenship. He also teaches at the Higher Institute for Family Sciences (KULeuven). His research focuses on family stress processes that protect the mental health and well-being of parents and adolescents, as well as on children and adolescents' attitudes, self-disclosure and protective behaviors in social network sites.

Ellen Van Gool

Author photo Ellen Van Gool is a PhD student at the Communication Studies department at the University of Antwerp. She works as a researcher in the research group Media & ICT in Organisations & Society (MIOS). Her research interests are focussed on adolescents’ use of social network sites (SNSs). She is specifically interested in the predictors and consequences of adolescents’ self-disclosure and their privacy-protective behaviors when self-disclosing on social media platforms.
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