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.
References

Awad, N. F., & Krishnan, M. S. (2006). The personalization privacy paradox: An empirical evaluation of information transparency and the willingness to we profiled online for personalization. MIS Quarterly, 30, 13-28. https://doi.org/10.2307/25148715

Baker, R. K., & White, K. M. (2010). Predicting adolescents' use of social networking sites from an extended theory of planned behaviour perspective. Computers in Human Behavior, 26, 1591-1597. https://doi.org/10.1016/j.chb.2010.06.006

Bargh, J. A., & McKenna, K. Y. A. (2004).The internet and social life. Annu. Rev. Psychol.,55, 573-590. https://doi.org/10.1146/annurev.psych.55.090902.141922

Bargh, J. A., McKenna, K. Y. A., & Fitzimmons, G. M. (2002). Can you see the real me? Activation and expression of the "true self" on the Internet. Journal of Social Issues, 58, 33-48. https://doi.org/10.1111/1540-4560.00247

Belanger, F., Hiller, J. S., & Smith, W. J. (2002). Trustworthiness in electronic commerce: The role of privacy, security, and site attributes. The Journal of Strategic Information Systems, 11, 245-270. https://doi.org/10.1016/S0963-8687(02)00018-5

Bhattacherjee, A. (2002). Individual trust in online firms: Scale development and initial test. Journal of Management Information Systems, 19(1), 211-241. https://doi.org/10.1080/07421222.2002.11045715

Bigley, G. A., & Pearce, J. L. (1998). Straining for shared meaning in organizational science: Problems of trust and distrust. Academy of Management Review, 23, 405-421. https://doi.org/10.5465/amr.1998.926618

boyd, d. (2008). Taken Out of Context: American Teen Sociality in Networked Publics. (Unpublished doctoral dissertation), University of California, Berkeley, California.

Cai, X., & Zhao, X. (2010). Click here kids! Online advertising practices on popular children's websites. Journal of Children and Media, 4, 135-154. https://doi.org/10.1080/17482791003629610

Chellappa, R. K., & Sin, R. G. (2005). Personalization versus privacy: An empirical examination of the online consumer’s dilemma. Information Technology and Management, 6, 181-202. https://doi.org/10.1007/s10799-005-5879-y

Chung, G., & Grimes, S. M. (2005). Data mining the kids: Surveillance and market research strategies in online games. Canadian Journal of Communication, 30, 527-548.

Colquitt, J. A., Scott, B. A., & LePine, J. A. (2007). Trust, trustworthiness, and trust propensity: A meta-analytic test of their unique relationships with risk taking and job performance. Journal of Applied Psychology, 92, 909-927. https://doi.org/10.1037/0021-9010.92.4.909

Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), 35-51.

Earp, J. B., & Baumer, D. (2003). Innovative web use to learn about consumer behavior and online privacy. Commun ACM, 46(4), 81-83. https://doi.org/10.1145/641205.641209

Flavián, C., & Guinalíu, M. (2006). Consumer trust, perceived security and privacy policy: Three basic elements of loyalty to a web site. Industrial Management & Data Systems, 106, 601-620. https://doi.org/10.1108/02635570610666403

Friedman, B., Howe, D., & Kahn, P. (2000). Trust online. Communications of the ACM, 43(12), 34-40. https://doi.org/10.1145/355112.355120

Gabarro, J. (1978). The development of trust, influence, and expectations. In A. G. Athos & J. J. Gabarro (Eds.), Interpersonal behavior: Communication and understanding in relationships (pp. 290–303), Englewood Cliffs, NJ: Prentice Hall, 1978.

Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega-International Journal of Management Science, 28, 725-737. https://doi.org/10.1016/S0305-0483(00)00021-9

Gefen, D. (2002).Reflections on the dimensions of trust and trustworthiness among online consumers. SIGMIS Database, 33(3), 38-53. https://doi.org/10.1145/569905.569910

Gefen, D., Benbasat, I., & Pavlou, P. (2008). A research agenda for trust in online environments. Journal of Management Information Systems, 24(4), 275-286. https://doi.org/10.2753/MIS0742-1222240411

Graeff, T. R., & Harmon, S. (2002). Collecting and using personal data: Consumers’ awareness and concerns. Journal of Consumer Marketing, 19, 302-318. https://doi.org/10.1108/07363760210433627

Gupta, R., & Kabadayi, S. (2010). The relationship between trusting beliefs and web site loyalty: The moderating role of consumer motives and flow. Psychology & Marketing, 27, 166-185. https://doi.org/10.1002/mar.20325

Harris (2004). National survey on consumer privacy attitudes. Available at: http://epic.org/privacy/survey/.

Hugl, U. (2011). Reviewing person's value of privacy of online social networking. Internet Research, 21, 384-407. https://doi.org/10.1108/10662241111158290

Jarvenpaa, S. L., Knoll, K., & Leidner, D. E. (1998). Is anybody out there? Antecedents of trust in global virtual teams. Journal of Management Information Systems, 14(4), 29-64. https://doi.org/10.1080/07421222.1998.11518185

Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). Consumer trust in an internet store. Information Technology & Management, 5(2), 45-71. https://doi.org/10.1023/A:1019104520776

Johnson-George, C., & Swap, W. C. (1982). Measurement of specific interpersonal-trust construction and validation of a scale to assess trust in a specific other. Journal of Personality and Social Psychology, 43, 1306-1317. https://doi.org/10.1037/0022-3514.43.6.1306

Joinson, A. N., & Paine, C. B. (2007). Self-disclosure, privacy and the Internet. In A. N. Joinson, K. McKenna, T. Postmes, & U.-D. Reips (Eds.), The Oxford handbook of Internet psychology (pp. 237-253). Oxford: Oxford University Press.

Katz, J. E., & Rice R. E. (2002). Social consequences of Internet use. Boston: MIT Press.

Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decis. Support Syst., 44, 544-564. https://doi.org/10.1016/j.dss.2007.07.001

Krasnova, H., Spiekerman, S., Koroleva, K., & Hildebrand, T. (2010). Online social networks: Why we disclose. Journal of Information Technology, 25, 109-125. https://doi.org/10.1057/jit.2010.6

Lee, M., & Turban, E. (2001). A trust model for consumer internet shopping. International Journal of Electronic Commerce, 6(1), 75-91. https://doi.org/10.1080/10864415.2001.11044227

Lenhart, A., & Madden, M. (2007). Teens, privacy & social networks. Washington, DC: Pew Internet & American Life Project.

Lewis, J., & Weigert, A. (1985). Trust as a social reality. Social Forces, 63, 967-985. https://doi.org/10.1093/sf/63.4.967

Livingstone, S., Ólaffson, K., O'Neill, B., & Donoso, V. (2012).Towards a better Internet for children. London: EU Kids Online.

Lu, Y. B., Zhao, L., & Wang, B. (2010). From virtual community members to C2C e-commerce buyers: Trust in virtual communities and its effect on consumers' purchase intention. Electronic Commerce Research and Applications, 9, 346-360. https://doi.org/10.1016/j.elerap.2009.07.003

Madden, M., Lenhart, A., Cortesi, S., Gasser, U., Duggan, M., Smith, A., & Beaton, M. (2013). Teens, social media, and privacy. Washington, DC: Pew Internet & American Life Project.

Malhotra, N. K., Kim, S. S., & Agarwal, J. (2004). Internet users' information privacy concerns (IUIPC): The construct, the scale, and a causal model. Information Systems Research, 15, 336-355. https://doi.org/10.1287/isre.1040.0032

Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. The Academy of Management Review, 20, 709-734. https://doi.org/10.5465/amr.1995.9508080335

Mayer, R. C., & Davis, J. H. (1999). The effect of the performance appraisal system on trust for management. Journal of Applied Psychology, 84, 123-136. https://doi.org/10.1037/0021-9010.84.1.123

McKnight, D. H., & Cummings, L. L. (1998). Initial trust formation in new organizational relationships. The Academy of Management Review, 23, 473-490. https://doi.org/10.5465/amr.1998.926622

McKnight, D., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. The Journal of Strategic Information Systems, 11, 297-323. https://doi.org/10.1016/S0963-8687(02)00020-3

McKnight, D., & Kacmar C. J. (2004). Shifting factors and the ineffectiveness of third party assurance seals: A two-stage model of initial trust in a web business. Electronic Markets, 14(3), 1-15. https://doi.org/10.1080/1019678042000245263

Meinert, D. B., Peterson, D. K., Criswell, J. R., & Crossland, M. D. (2006). Privacy policy statements and consumer willingness to provide personal information. Journal of Electronic Commerce in Organizations, 4(1), 1-17. https://doi.org/10.4018/jeco.2006010101

Mesch, G. S., & Beker, G. (2010). Are norms of disclosure of online and offline personal information associated the disclosure of personal information online? Human Communication Research, 37, 570-592. https://doi.org/10.1111/j.1468-2958.2010.01389.x

Mesch, G. S. (2012). Is online trust and trust in social institutions associated with online disclosure of identifiable information online? Computers in Human Behavior, 28, 1471-1477. https://doi.org/10.1016/j.chb.2012.03.010

Moscardelli, D., & Divine, R. (2007). Adolescent's concern for privacy when using the Internet: An empirical analysis of predictors and relationships with privacy-protecting behaviours. Family and Consumer Sciences Research Journal, 35, 232-252. https://doi.org/10.1177/1077727X06296622

Metriweb (2010). Centrum voor informatie over de media: De nieuwe CIM internet studie. [Center for Information about the Media: The new CIM internet study]. Retrieved from: http://www.cim.be

Milne, G. R., & Culnan, M. J. (2004). Strategies for reducing online privacy risks: Why consumers read (or don't read) online privacy notices. Journal of Public Policy & Marketing, 18(3), 15-29.

Montgomery, K. C. (2001). Digital kids: The new on-line children's consumer culture. In D. G. Singer & J. L. Singer (Eds.), Handbook of Children and the Media (pp 650-663). Thousand Oaks: Sage.

Mothersbaugh, D. L., Foxx, W. K., Beatty, S. E., & Wang, S. (2012). Disclosure antecedents in an online service context: The role of sensitivity of information. Journal of Service Research, 15, 76-98. https://doi.org/10.1177/1094670511424924

Muthén, L. K., & Muthén, B. O. (2010). Mplus User's Guide (6th ed.). Los Angeles, CA.

Paine Schofield, C. B., & Joinson, A. N. (2008). Privacy, trust, and disclosure online. In A. Barak (Ed.), Psychological aspects of cyberspace: Theory, research, applications (pp. 13-31). Cambridge, UK: Cambridge University Press.

Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101-134. https://doi.org/10.1080/10864415.2003.11044275

Premazzi, K., Castaldo, S., Grosso, M., Raman, P., Brudvig, S. & Hofacker, C. F. (2010). Customer information sharing with E-Vendors: The roles of incentives and trust. International Journal of Electronic Commerce, 14(3), 63-91. https://doi.org/10.2753/JEC1086-4415140304

Reichfeld, F. F.,& Schefter, P. (2000). E-loyalty. Harvard Business Review, 78, 105-113. https://doi.org/10.1108/09685220910963983

Riegelsberger, J., Sasse, M. A., & McCarthy, J. D. (2005). The mechanics of trust: A framework for research and design. International Journal of Human-Computer Studies, 62, 381-422. https://doi.org/10.1016/j.ijhcs.2005.01.001

Roca, J. C., Garcia, J. J. J., & de la Vega, J. J. (2009). The importance of perceived trust, security and privacy in online trading systems. Information Management & Computer Security, 17, 96-113.

Ross, W., & LaCroix, J. (1996). Multiple meanings of trust in negotiation trust, trustworthiness and trust propensity: A literature review and integrative model. International Journal of Conflict Management, 7, 314-360. https://doi.org/10.1108/eb022786

Rotter, J. B. (1967). A new scale for the measurement of interpersonal trust. Journal of Personality, 35, 651-665. https://doi.org/10.1111/j.1467-6494.1967.tb01454.x

Schouten, A. P., Valkenburg, P. M., & Peter, J. (2007). Precursors and underlying processes of adolescents' online self-disclosure: Developing and testing an “Internet-Attribute-Perception” model. Media Psychology, 10, 292-315. https://doi.org/10.1080/15213260701375686

Singh, R. I., Sumeeth, M., & Miller, J. (2010). A user-centric evaluation of the readability of privacy policies in popular web sites. Information Systems Frontiers, 13, 501-514. https://doi.org/10.1007/s10796-010-9228-2

Strater, K.,& Lipford, H. R. (2008). Strategies and struggles with privacy in an online social networking community. In Proceedings of the 22nd British HCI Group Annual Conference on People and Computers: Culture, Creativity, Interaction - Volume 1 (pp. 111-119). Liverpool, United Kingdom: British Computer Society.

Taylor, D. G., Davis, D. F., & Jillapalli, R. (2009). Privacy concern and online personalization: The moderating effects of information control and compensation. Electronic Commerce Research, 9, 203-223. https://doi.org/10.1007/s10660-009-9036-2

Turow, J., & Nir, L. (2000). The Internet and the family 2000: The view from parents, the view from Kids, Philadelphia: The Annenberg Public Policy Center.

Uslander, E. (2000). Social capital and the net. Communications of the ACM, 43(12), 60-64. https://doi.org/10.1145/355112.355125

Unnever, J. D. (2005). Bullies, aggressive victims, and victims: Are they distinct groups? Aggressive Behaviour, 31, 153-171. https://doi.org/10.1002/ab.20083

Walrave, M., Vanwesenbeeck, I., & Heirman, W. (2012). Connecting and protecting? Comparing predictors of self-disclosure and privacy settings use between adolescents and adults. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 6(1), article 3. Retrieved from: http://www.cyberpsychology.eu/view.php?cisloclanku=2012051201&article=3. https://doi.org/10.5817/CP2012-1-3

Wang, Y. D., & Emurian, H. H. (2005). An overview of online trust: Concepts, elements, and implications. Computers in Human Behavior, 21,105-125.

Youn, S. (2005). Teenagers' perception of online privacy and coping behaviors: A risk-benefit appraisal approach. Journal of Broadcasting & Electronic Media, 49, 86-110. https://doi.org/10.1207/s15506878jobem4901_6

Youn, S. (2009). Determinants of online privacy concern and its influence on privacy protection behaviors among young adolescents. Journal of Consumer Affairs, 43, 389-418. https://doi.org/10.1111/j.1745-6606.2009.01146.x

Metrics

3204

Views

3641

HTML views