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Journal cover: Journal of Small Business and Enterprise Development

Journal of Small Business and Enterprise Development

ISSN: 1462-6004

Online from: 1994

Subject Area: Enterprise and Innovation

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Consumer trust: privacy policies and third-party seals


Document Information:
Title:Consumer trust: privacy policies and third-party seals
Author(s):Dane Peterson, (College of Business Administration, Missouri State University, Springfield, Missouri, USA), David Meinert, (College of Business Administration, Missouri State University, Springfield, Missouri, USA), John Criswell II, (Shelter Insurance Companies, Columbia, Missouri, USA), Martin Crossland, (School of Business, Oral Roberts University, Tulsa, Oklahoma, USA)
Citation:Dane Peterson, David Meinert, John Criswell II, Martin Crossland, (2007) "Consumer trust: privacy policies and third-party seals", Journal of Small Business and Enterprise Development, Vol. 14 Iss: 4, pp.654 - 669
Keywords:Consumer behaviour, Electronic commerce, Privacy, Trust, United States of America
Article type:Research paper
DOI:10.1108/14626000710832758 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Abstract:

Purpose – This study aims to compare the effectiveness of third-party seals with self-reported privacy policy statements with regard to the willingness of potential e-commerce customers to provide web sites with various types of personal information.

Design/methodology/approach – A survey was administered to 374 graduate business students at two Midwestern universities in the USA.

Findings – The results indicated that third-party seals were not as effective as self-reported privacy statements with a strong guarantee of security.

Research limitations/implications – This study did not provide any evidence to support the necessity for small enterprises to incur the added costs in terms of money and time required to obtain a third-party seal. Rather the results suggest small enterprises may increase consumer trust more effectively through strong privacy policy statements.

Originality/value – This study provides useful information on the effectiveness of third-party seals with self-reported privacy policy statements with regard to the willingness of potential e-commerce customers to provide web sites with various types of personal information.



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