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2004 IEEE International Conference on E-Commerce Technology (CEC'04)
Evaluation of User Intervention Mechanisms for Privacy on SME Online Trust
San Diego, California
July 06-July 09
ISBN: 0-7695-2098-7
Dawn N. Jutla, Saint Mary?s University
E. Kevin Kelloway, Saint Mary?s University
Said Saifi, Saint Mary?s University
This paper describes empirical results that quantitatively show that user intervention tools for privacy significantly contribute towards online trust. We extend a seminal, validated measurement scale for online trust by adding measurement items for 5 user intervention (UIVs) mechanisms for trust: P3P, cookie crushers, encryption, pseudonymizer, and anonymizing tools. From analysis of 242 valid user responses collected in fall 2003, we find that those users willing to adopt user intervention mechanisms have statistically significant higher mean online trusting intentions. These users? mean trusting beliefs in small and medium size e-business is stronger than non-adopters and those undecided users sitting on the fence. Finally, we show our amendments to online trust theory to be plausible using the structural equation modeling technique and data for all groups of users.
Citation:
Dawn N. Jutla, E. Kevin Kelloway, Said Saifi, "Evaluation of User Intervention Mechanisms for Privacy on SME Online Trust," cec, pp.281-288, 2004 IEEE International Conference on E-Commerce Technology (CEC'04), 2004
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