Efficacy of Privacy Assurance Mechanisms in the Context of Disclosing Health Information Online

摘要

Privacy policy statements and privacy-assurance cues are among the most important website features that online providers could use to alleviate web customers' privacy concerns. This study examines the moderating role of privacy conccrrn on how privacy assurance cues and argument quality contribute to increased trust, and the subsequent decision to disclose health information online. This study has both theoretical and managerial contributions. The results provide insight about the dual roles of privacy policy statements, and privacy assurance and trust cues. The study highlights the differential impacts such mechanisms have on high privacy concerned and low privacy concerned web users in the context of disclosure of health information online.