Addressing E-business privacy concerns

Addre551n9 E-8u51ne55 Pr1vacy C0ncern5: 7he R01e5 0f 7ru5t and Va1ue C0mpat16111ty J05eph A. Ca21er

8enjam1n 8. M. 5ha0

R06ert D. 5t. L0u15

Ar120na 5tate Un1ver51ty 7empe, A2 85287-3606

Ar120na 5tate Un1ver51ty 7empe, A2 85287-3606

Ar120na 5tate Un1ver51ty 7empe, A2 85287-3606

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t0 9ather, track and ana1y2e 1nf0rmat10n. 7he 155ue 0f h0w 0ne can c011ect, ana1y2e and pr0ce55 pr1vate 1nf0rmat10n 15 thu5 w1th1n the 15 d0ma1n and repre5ent5 an area w0rth re5earch eff0rt.

A857RAC7 C011ect1n9 1nf0rmat10n 15 an 1mp0rtant part 0f kn0w1n9 the cu5t0mer and 9r0w1n9 a 6u51ne55. Under5tand1n9 the fact0r5 that affect a per50n•5 w1111n9ne55 t0 d15c105e per50na1 1nf0rmat10n 15 cruc1a1 f0r 1eam1n9 h0w t0 c011ect and ut1112ethat 1nf0rmat10n. 1n th15 paper, a pr1vacy m0de1 15 pr0p05ed 1n wh1ch tru5t and the c0mpat16111ty 0f the va1ue5 0f an 1nd1v1dua1and an 0r9an12at10n are expected t0 enhance a per50n•5 w1111n9ne55 t0 d15c105e per50na1 1nf0rmat10n. A 5urvey 15 c0nducted t0 exam1ne the 1mpact 0f va1ue c0mpat16111ty 0n tru5t, the 1mpact 0f tru5t 0n 1nf0rmat10n d15c105ure, and the 1mpact 0f va1ue c0mpat16111ty 0n 1nf0rmat10n d15c105ure. 5tr0n9 emp1r1ca1 5upp0rt 15 f0und f0r the effect 0f va1ue c0mpat16111ty 0n tru5t and f0r the effect 0ftru5t 0n 1nf0rmat10n d15c105ure. C0nd1t10na1 5upp0rt 15 f0und f0r the effect 0f va1ue c0mpat16111ty 0n 1nf0rmat10n d15c105ure, dependent 0n the 5en51t1v1ty1eve15 0f the 1nf0rmat10n 1tem5.

Akerman et a1. [1] p01nt 0ut the pr09re55 that 5t111rema1n5 t0 6e made 1n 0rder t0 fu11y c0mprehend pe0p1e•5 pr1vacy preference5. 7hey c0nc1ude that 1t 15 cr1t1ca1 t0 5tudy the c0ncern 1n deta11, e5pec1a11y f0r the 0n11ne env1r0nment. H1ne and Eve [5] a150 ar9ue that de5p1te the current w1de ran9e 0f 1ntere5t 1n pr1vacy a5 a t0p1c, we have 11tt1e 1dea 0f the way5 1n wh1ch pe0p1e 1n the1r 0rd1nary 11ve5 c0nce1ve 0f pr1vacy and the1r react10n5 t0 the c011ect10n and u5e 0fper50na1 1nf0rmat10n. 7h15 5tudy 1ntend5 t0 exp10re the fact0r5 that affect the w1111n9ne55 0f a per50n t0 d15c105e h15/her pr1vate 1nf0rmat10n 0ver the 1nternet 1n an e-c0mmerce 5ett1n9. 7h15 paper make5 a p0tent1a1 c0ntr16ut10n t0 the 11terature 6y 100k1n9 at the r01e per50na1 va1ue5 may p1ay 1n en9ender1n9 0r endan9er1n9 tru5t and 6y exam1n1n9 h0w va1ue c0mpat16111ty 1mpact5 a per50n•5 w1111n9ne55 t0 d15c105e pr1vate 1nf0rmat10n. 7h15 ana1y515 0f va1ue c0mpat16111ty w111 6e u5efu1 t0 0r9an12at10n5 that are en9a9ed 1n c011ect1n9 and ut11121n9 1nf0rmat10n fr0m the1r c11ent5, t0 re5earcher5 wh0 need t0 9ather data fr0m 5u6ject5, and t0 1nd1v1dua15 wh0 5tudy pe0p1e5• react10n5 t0 pr1vacy c0ncem5 and h0w 5uch react10n5 chan9e under d1fferent c1rcum5tance5.

Keyw0rd5 Pr1vacy, tru5t, va1ue c0mpat16111ty, and va1ue c0n9ruence.

1.1N7R0DUC710N Pr1vacy 155ue5 have n0w rep1aced cred1t card 5ecur1ty 155ue5 a5 the num6er 0ne 1mped1ment t0 6u11d1n9 an 0n11ne 6u51ne55 [8]. 1n 6u51ne55, e1ther m0rtar 0r e1ectr0n1c, kn0w1n9 cu5t0mer5 15 a prere4u151te t0 meet1n9 the1r need5 and 5erv1n9 them 6etter. 70 ach1eve th15 end, we need t0 c011ect 1mp0rtant and 0ftent1me5 5en51t1ve 1nf0rmat10n a60ut 0ur cu5t0mer5. H0wever, the current and p0tent1a1 cu5t0mer5 may n0t 6e w1111n9t0 5hare the1r pr1vate 1nf0rmat10n w1th 0r9an12at10n5 they re9ard a5 untru5tw0rthy. 7h15 c0ncern 6ec0me5 even m0re cr1t1ca1 1n the e-6u51ne55 5ett1n9 when the c0mmun1cat10n 11nk5 0n the 1ntemet are 1n e55ence 0pen t0 any60dy.

7he re5t 0f the paper pr0ceed5 a5 f0110w5. F1r5t, a 11terature rev1ew 0n pr1vacy, tru5t, and va1ue 15 pre5ented. Here we a150 d15cu55 the r01e 6u51ne55 va1ue p1ay5 u51n9 50me we11-pu611c12ed ca5e5 a5 examp1e5. Next, a framew0rk 1nc0rp0rat1n9 va1ue5, tru5t, and the1r re5pect1ve effect5 0n pe0p1e•5 w1111n9ne55 t0 d15c105e per50na1 1nf0rmat10n 15 deve10ped. We f0110w the m0de1 and hyp0the5e5 6y a d15cu5510n 0f the 5urvey5 c0nducted and the re5u1t5 06ta1ned. F1na11y, the ana1y515, f1nd1n95, and mana9er1a1 1mp11cat10n5 are pre5ented 6ef0re we c0nc1ude the paper.

7he fact0r5 that may 1nf1uence p0tent1a1 cu5t0mer5• dec1510n5 t0 5hare 1nf0rmat10n are v1ta1 t0 a 6etter under5tand1n9 0f h0w t0 c011ect and ut1112e 5uch 1nf0rmat10n f0r e-c0mmerce act1v1t1e5. M0re0ver, the academ1c d15c1p11ne 0f 1nf0rmat10n 5y5tem5 (15) 15 ma1n1y c0ncemed w1th the u5e 0f 1nf0rmat10n techn0109y (17)

2. L17ERA7URE REV1EW AND RE5EARCH QUE5710N5

Perm15510n t0 make d191ta1 0r hard c0p1e5 0f a11 0r part 0f th15 w0rk f0r per50na1 0r c1a55r00m u5e 15 9ranted w1th0ut fee pr0v1ded that c0p1e5 are n0t made 0r d15tr16uted f0r pr0f1t 0r c0mmerc1a1 advanta9e, and that c0p1e5 6ear th15 n0t1ce and the fu11 c1tat10n 0n the f1r5t pa9e. 70 c0py 0therw15e, t0 repu6115h, t0 p05t 0n 5erver5 0r t0 red15tr16ute t0 115t5, re4u1re5 pr10r 5pec1f1c perm15510n and/0r a fee.

2.1 Pr1vacy Pr1vacy ha5 6een de5cr16ed a5 the c1a1m 0f 1nd1v1dua15, 9r0up5, 0r 1n5t1tut10n5 t0 determ1ne f0r them5e1ve5 when, h0w, and t0 what extent 1nf0rmat10n a60ut them5e1ve5 15 c0mmun1cated t0 0ther5 [6]. 7he current 5tudy f0cu5e5 0n 1dent1fy1n9 the p0tent1a1 fact0r5 that may affect an 1nd1v1dua1•5 w1111n9ne55 t0 d15c105e per50na1 pr1vate 1nf0rmat10n t0 0ther5.

5AC 2003, Me160urne, F10r1da, U5A

• 2003 A C M 1-581 13-624-2/03/03...$5.00.

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61 7

Many a9enc1e5 and c0mpan1e5 have 6een c011ect1n9 and ana1y21n9 1nf0rmat10n 0n 1nd1v1dua15. 7he U.5. 90vernment c011ect5 1nf0rmat10n 1n the f0rm 0f tax return5, cr1m1na1rec0rd5, m0t0r veh1c1e re915trat10n, 50c1a1 5ecur1ty, and 0ther 90vernment pr0cedure5. C0rp0rat10n5 a150 c011ect data 0n ex15t1n9 and p0tent1a1 cu5t0mer5. F0r examp1e, 5upermarket5 keep track 0f 5h0pper5• purcha5e5 and thu5 the1r 6uy1n9 ha61t5. 1n 0rder t0 tar9et 5pec1f1c c0n5umer5, market1n9 c0mpan1e5 6uy and 5e11 cu5t0mer 1nf0rmat10n t0 6u11d pr0f11e5 0f pe0p1e wh0 are 11ke1y t0 6uy 0r u5e the1r pr0duct5. L1kew15e, 1dent1ty th1eve5 9ather 1nf0rmat10n 0n p0tent1a1 v1ct1m5f0r 111e9a19a1n5.

H1: 6reater 1eve150f tru5t 1ead t0 9reater 1eve150f 1nf0rmat10n d15c105ure.

2.3 Va1ue5 Va1ue5 are referred t0 a5 de51ra61e 5tate5, 06ject5, 90a15 0r 6ehav10r5, tran5cend1n9 5pec1f1c 51tuat10n5 and app11ed a5 n0rmat1ve 5tandard5 t0 jud9e and t0 ch005e am0n9 a1ternat1ve m0de5 0f 6ehav10r [4]. 7hu5 a va1ue 15 a pr1nc1pa1 0r 5tandard 0f an 1nd1v1dua10r 9r0up. Examp1e5 0f va1ue5 1nc1ude the 5anct1ty 0f 11fe, e4ua1 r19ht5 1n the w0rkf0rce, ec01091ca1 d1ver51ty,etc. 70 put va1ue5 1n a 6u51ne55 c0ntext, a few we11-pu611c12ed examp1e5 0f c0mpan1e5 w1th perce1ved va1ue5 are pre5ented here t0 111u5trate the 1mpact5 0f a 91ven 5et 0f va1ue5 0n tru5t and cu5t0mer 10ya1ty. 7he 80dy 5h0p wa5 f0unded 6y An1ta R0dd1ck 1n 1976 1n 8r19ht0n, En91and. 1t ha5 6een kn0wn f0r 6e1n9 env1r0nmenta11yre5p0n5161e and ha5 6een pr0m0t1n9 5uch va1ue5 act1ve1y. 7he 80dy 5h0p pr0duce5 610de9rada61e pr0duct5 and 5upp0rt5 re5p0n5161e care 0f c0mmun1t1e5 1n the th1rd w0r1d, 900d env1r0nmenta1 5teward5h1p, and 50c1a1 re5p0n516111ty. 7he c0mpany 1evera9e5 0n the5e va1ue5 t0 he1p 9r0w 1t5 5a1e5 and 6u11d 5tr0n9 cu5t0mer re1at10n5. 51m11ar1y, 8en • Jerry•5 1ce Cream a150 pr0m0te5 what 1t perce1ve5 a5 env1r0nmenta1 5teward5h1p. 7he5e and 0ther c0mpan1e5 have 6een a61e t0 6u11d a n1che market w1th a certa1n 9r0up 0f cu5t0mer5 wh0 are attracted t0 them 6ecau5e 60th part1e5 5hare 1mp0rtant va1ue5. 7h15 0ften re5u1t5 1n 9reater cu5t0mer 10ya1ty and tru5t a5 they can c0ncur w1th the cau5e5 the c0mpan1e5 5upp0rt. 7he 1ncrea5e 1n tru5t fr0m 5hared va1ue5 thu5 may 1ncrea5e a cu5t0mer•5 w1111n9ne55 t0 d15c105e per50na1 1nf0rmat10n t0 the5e 0r9an12at10n5.

7here have 6een a num6er 0f 1aw5 de519ned t0 re9u1ate the u5e and c011ect10n 0f 1nf0rmat10n, 1nc1ud1n9 the 1970 Fa1r Cred1t Rep0rt1n9 Act t0 a55ure accurate cred1t rep0rt5 and prevent a6u5e5 6y 1nf0rmat10n 6r0ker5, the 1994 Dr1ver5 Pr1vacy Pr0tect10n Act t0 11m1t acce55 t0 DMV rec0rd5, and the 1978 R19ht t0 F1nanc1a1 Pr1vacy Act t0 en5ure federa1 1nve5t19at0r5 u5e 1e9a1 channe15 t0 9ather 1nf0rmat10n and n0t1fy 1nd1v1dua15. 1n 5p1te 0fthe5e re9u1at10n5, many 5t1114ue5t10n the 1nf0rmat10n re1ated act1v1t1e5 0f the a60ve-ment10ned 0r9an12at10n5and 0ther ent1t1e5.

2.2 7 r u 5 t 7ru5t 15 def1ned a5 the w1111n9ne550f a party t0 6e vu1nera61e t0 the act10n5 0f an0ther party 6a5ed 0n the expectat10n5 that the 0ther w111 perf0rm part1cu1ar act10n5 1mp0rtant t0 the tru5t0r, 1rre5pect1ve 0f the a6111ty t0 m0n1t0r 0r c0ntr01 the 0ther party [ 11]. 7here have 6een a num6er 0f 5tud1e5 dev0ted t0 exam1n1n9 the re1at10n5h1p6etween tru5t and pr1vacy. Jarvenpaa et a1. [7] pr0p05e that tru5t 15 a precur50r t0 a p0tent1a1 cu5t0mer•5 w1111n9ne55t0 6uy fr0m an e-c0mmerce 51te. 51nce 1nf0rmat10n d15c105ure 15 a nece55ary 5tep 1n the purcha5e pr0ce55, 1t f0110w5 that tru5t 15 an antecedent t0 1nf0rmat10n d15c105ure. 1n the a65ence 0f tru5t, 11tt1e 0r n0 v01untary 1nf0rmat10n exchan9e w0u1d take p1ace. 1n 0ther w0rd5, pe0p1e w0u1d 6e re1uctant t0 d15c105e 1nf0rmat10n 1f they d0 n0t tru5t the 1nf0rmat10n rec1p1ent t0 meet the1r expectat10n5. 5m1th et a1. [15] 065erve 519n1f1cantp051t1ve a550c1at10n5 6etween 1nd1v1dua1 1nf0rmat10n pr1vacy c0ncern5 and the1r 1eve15 0f tru5t, paran01a and 50c1a1 cr1t1c15m. Re1chhe1d and 5chefter [13] f1nd that when cu5t0mer5 tru5t an 0n11ne vend0r, they are much m0re 11ke1y t0 5hare per50na1 1nf0rmat10n w1th them. Lu0 [10] u5e5 the 50c1a1 exchan9e the0ry t0 5h0w that 6u11d1n9 tru5t can 6e a way t0 501ve pr1vacy c0ncern5. Cu1nan and Arm5tr0n9 [3] f1nd 5upp0rt f0r the ar9ument that an 1ncrea5e 1n tru5t thr0u9h pr0cedura1 fa1rne55 a11ev1ate5 c0ncern5 an 1nd1v1dua1 ha5 a60ut 6e1n9 pr0f11ed thr0u9h 1nf0rmat10n c011ect10n.

D15ney 15 a c0mpany that recent1y ha5 enc0untered a va1ue c0nf11ct w1th the Amer1can Fam11y A550c1at10n and 50uthern 8apt15t5.80th 9r0up5 ca11ed f0r a 60yc0tt f0r what they re9arded a5 ant1-fam11y va1ue5. 7h15 15 0ne examp1e 0f a c0mpany 5uffer1n9 and 1051n9 tru5t fr0m a certa1n 9r0up when pr0m0t1n9 va1ue5 that the 9r0up c0n51dered 0ffen51ve. 1t 15 hard t0 mea5ure the 1mpact the 60yc0tt ha5 had 0n the c0mpany, 6ut 1t 15 c1ear that at 1ea5t a certa1n 9r0up 0f pe0p1e reacted ne9at1ve1y t0 the va1ue5 and pract1ce5 they 0pp05e. 7he5e and 0ther c0mpan1e5 a11 try t0 appea1 t0 c11ent56y pr0m0t1n9 5hared va1ue5. 7he5e 5hared va1ue5 nurture tru5t and 10ya1ty that, 1n turn, may 1ncrea5e the am0unt and 4ua11ty 0f the 1nf0rmat10n that pe0p1e are w1111n9t0 d15c105e. Each per50n ha5 a 5et 0f va1ue5 6a5ed 0n the1r per50na1 6ack9r0und5 and 6e11ef5. Each 0r9an12at10n a150 may have a 5et 0fva1ue5, wh1ch are perce1ved 6y the 1nd1v1dual 1n 50me ca5e5, they w111 6e perce1ved a5 neutra1, 0r n0t hav1n9 any 519n1f1cant 1ncent1ve5 f0r 0r a9a1n5t the cau5e5 the 1nd1v1dua1 15 1ntere5ted 1n. We ca11 th15 ca5e a Va1ue Neutra1 0r9an12at10n t0 that 1nd1v1dua1. 1f the 0r9an12at10n•5 perce1ved va1ue5 and the 1nd1v1dua1•5 va1ue5 are h19h1y c0rre1ated, th15 15 ca11ed a Va1ue P051t1ve 0r9an12at10n, mean1n9 that, t0 the 1nd1v1dua1,there 15 a h19h c0mpat16111ty 6etween the 1nd1v1dua1•5 and the 0r9an12at10n•5 va1ue5.1f the 0r9an12at10n•5 perce1ved va1ue5 and the 1nd1v1dua1•5 va1ue5 are ne9at1ve1y c0rre1ated, we ca11 th15 ca5e a Va1ue Ne9at1ve 0r9an12at10n, mean1n9 that, t0 the 1nd1v1dua1,there 15 a 5tr0n9 c0nf11ct 6etween the 1nd1v1dua1•5 and the 0r9an12at10n•5 va1ue5.

8a5ed 0n the5e ar9ument5, 1t 15 rea50na61e t0 c0njecture that an 1ncrea5e 1n tru5t w0u1d 1ead t0 an 1ncrea5e 1n 0ne•5 w1111n9ne55 t0 d15c105e per50na1 1nf0rmat10n t0 the tru5ted party. 7h15 1ead5 t0 the f1r5t part 0f 0ur m0de1 f0r 1nf0rmat10n d15c105ure 1n F19ure 1 and 0ur f1r5t hyp0the515 H1. [

7ru5t

1

+1~[ 1nf°rmat1°nD15c105ure

F19ure 1: 7ru5t and 1nf0rmat10n D15c105ure

618

1t 15 1mp0rtant t0 n0te that the 0r9an12at10n•5 va1ue5 are 6a5ed 0n the percept10n 0f the 1nd1v1dua1. P051t1ve va1ue c0mpat16111ty 15 n0t an end0r5ement 0f that va1ue 6ut an 1nd1cat10n that the c0mpany•5 and the 1nd1v1dua1•5 va1ue5 match. 1t 15 thu5 n0t a jud9ment 0n the mer1t5 0f th05e va1ue5. 8e51de5, a c0mpany that 15 va1ue p051t1ve f0r 0ne 1nd1v1dua1 may 6e va1ue neutra1 0r ne9at1ve t0 an0ther 1nd1v1dual 1t 15 the effect 0f the c0rre1at10n 0f the 0r9an12at10n•5 va1ue and the 1nd1v1dua1•5 va1ue that we 1ntend t0 5tudy.

F19ure 2: Va1ue C0mpat16111ty and 7ru5t 112: 6reater 1eve• 0 f va1ue e0mpat16111ty 6etween the 1nd1v1dua1 and the 0r9an12at10n 1ead t0 a 9reater de9ree 0 f tru5t 1n that 0r9an12at10n.

2.4 Va1ue5Affect1n9Pr1vacy

7a61e 1: Va1ue C0m61nat10n5

M116er9 et a1. [12] pr0p05e that cu1tura1 va1ue5 affect 1nf0rmat10n pr1vacy c0ncern5. 7hey ar9ue that, c0nt1n9ent up0n the cu1ture and the de9ree 0f tru5t f0r 0ther5 1n that cu1ture, th05e va1ue5 affect the 1eve1 0f pr1vacy re9u1at10n 1n a 50c1ety. 7hey c0nducted a 4ua51 exper1ment and a 5urvey, and f0und 5upp0rt f0r the1r hyp0the515 re9ard1n9 the am0unt 0f re9u1at10n 1n pr1vacy 155ue5.7he current 5tudy extend5 the1r w0rk 6y 100k1n9 at per50na1 va1ue5 and h0w they 1nteract w1th 0r9an12at10na1 va1ue5 and affect 1nf0rmat10n d15c105ure.

[ 7a61e 1 111u5trate5 the p055161e c0m61nat10n5 0f va1ue5 6etween 0r9an12at10n5 and 1nd1v1dua15. 1f the 0r9an12at10n 5upp0rt5 a va1ue that the 1nd1v1dua1 5upp0rt5, they w111 have a match 1n va1ue5 and the 0r9an12at10n 15 expected t0 rece1ve 50me 6enef1t fr0m that tru5t match. 1fthe 0r9an12at10n 0pp05e5 an 1nd1v1dua1•5 91ven va1ue, they are expected t0 c0nf11ct w1th each 0ther and the 0r9an12at10n 15 11ke1yt0 105e tru5t due t0 the c0nf11ct. 1f the 0r9an12at10n•5 va1ue5 ne1ther match n0r 0pp05e the 1nd1v1dua1•5 va1ue5, then there 15 n0 expected 6enef1t 0r 11a6111ty fr0m th15 5cenar10.

8a5ed 0n the re5earch f1nd1n95 d15cu55ed a60ve, we pr0p05e that va1ue c0mpat16111ty affect5 1nf0rmat10n d15c105ure 6ecau5e va1ue c0mpat16111ty affect5 tru5t and tru5t affect5 1nf0rmat10n d15c105ure. 5pec1f1ca11y, an 1ncrea5e 1n va1ue c0mpat16111ty w111 1ead t0 an 1ncrea5e 1n tru5t and a c0rre5p0nd1n9 1ncrea5e 1n 1nf0rmat10n d15c105ure. A decrea5e 1n va1ue c0mpat16111ty w0u1d have the 0pp051te effect5.

Va1ue c0mpat16111ty 15 n0t a new c0ncept. 1t ha5 6een 1nterchan9ea61y ca11ed va1ue 51m11ar1ty 1n the market1n9 11terature [2] and va1ue c0n9ruence 1n the 0r9an12at10na1 5c1ence 11terature [9]. Va1ue c0mpat16111ty 15 a mea5ure 0f h0w c105e1y an 1nd1v1dua1•5 per50na1 va1ue5 and the perce1ved va1ue5 0f an 0r9an12at10n 0ver1ap. 7he m0re they have 1n c0mm0n, the 9reater the1r 51m11ar1ty 15 1n per50na1 and 0r9an12at10na1 va1ue5. H0wever, va1ue5 d0 n0t have t0 6e 1dent1ca1 t0 6e c0mpat161e. 1n 0rder t0 6e c0mpat161e, va1ue5 0n1y need t0 6e 51m11aren0u9h t0 5upp0rt c0mm0n cau5e5 and av01d c1a5h 0ver 155ue5 1mp0rtant t0 the 1nd1v1dua1 and the 0r9an12at10n.

F19ure 3: Va1ue C0mpat16111ty 0n 1nf0rmat10n D15c105ure

H3: 6reater 1eve15 0 f va1ue c0mpat161f1ty 6etween the 1nd1v1dua1 and the 0r9an12at10n 1ead t0 9reater 1nf0rmat10n d15c105ure. 70 5um up, F19ure 4 pre5ent5 0ur c0mp1ete pr1vacy m0de1 0n va1ue, tru5t, and 1nf0rmat10n d15c105ure.

51e9r15t et a1. [14] ar9ue that 5hared va1ue5 determ1ne 50c1a1 tru5t 1n 1n5t1tut10n5 and per50n5 re1ated t0 techn0109y, and 0ne ha5 9reater tru5t 1n th05e part1e5 h01d1n9 51m11ar va1ue5. Jun9 and Av0110 [9] 100k at the 1eve1 0f c0n9ruence 0f va1ue5 6etween 1eader5 and f0110wer5 and f1nd that va1ue c0n9ruence p1ay5 an 1mp0rtant r01e 1n a 1eader•5 5ucce55. 2ucker [16] 1nd1cate5 three type5 0f tru5t pr0duct10n: pr0ce55-6a5ed tru5t, character15t1c6a5ed tru5t, and 1n5t1tut10n-6a5ed tru5t. Pr0ce55-6a5ed tru5t 5t1mu1ate5 tru5t thr0u9h a pr0ce55 0f 50c1a1 exchan9e 6etween 0r9an12at10n5. Character15t1c-6a5ed tru5t pr0m0te5 tru5t thr0u9h the character15t1c5 0f the 1nd1v1dua1 0r 0r9an12at10n. 7h15 c0u1d 6e 51m11ar va1ue5, 6ack9r0und 0r exper1ence5. 1n5t1tut10n-6a5ed tru5t 15 the pr0duct10n 0f tru5t thr0u9h 50me type 0f th1rd party effect. 7h15 paper 1nve5t19ate5 the 1ncrea5e 1n tru5t 6a5ed 0n va1ue c0mpat16111ty, wh1ch 15 a type 0f character15t1c-6a5ed tru5t pr0duct10n.

.2

1

7ru5t

/

t

.,

•4

1 1°rnV-;1t~6111ty 1

+ ~[

1nf°rmat1°nD15c105ure

H3 F19ure 4: C0mp1ete M0de1 0f 0ur hyp0the515

3. M E 7 H 0 D 0 L 0 6 Y We c0nducted a 5urvey 0f301 under9raduate 6u51ne55 5tudent5. Each 5tudent wa5 rand0m1y a5519ned 0ne 0f three d1fferent 5cenar105. 1n each 5cenar10, the 5u6ject5 were a55umed t0 v151t a we651te wh1ch a5ked them t0 v01untar11y d15c105e 50me per50na1 1nf0rmat10n 1n 0rder t0 he1p 6etter under5tand 1t5 cu5t0mer 6a5e. 7wenty 1nf0rmat10n 1tem5 were re4ue5ted, ran91n9 fr0m the fav0r1te 5nack t0 the 50c1a1 5ecur1ty Num6er. 7he 5u6ject5 1nd1cated 1f they w0u1d d15c105e a 5pec1f1c 1nf0rmat10n 1tem t0 the 0r9an12at10n 0r 1fthe 1nf0rmat10n 1tem wa5 n0t app11ca61e t0 the1r per50na1 51tuat10n5.

7he 5ec0nd part 0f 0ur m0de1 c0njecture5 that va1ue c0mpat16111ty pr0m0te5 tru5t, a5 dep1cted 1n F19ure 2 and hyp0the512ed a5 H2.

619

the 5urvey. 51m11ar1y, 1nf0 w/ Re5pect repre5ent5 a 10915t1c re9re5510n 0f the an5wer5 t0 the 4ue5t10n •1 w0u1d tru5t th15 0r9an12at10n t0 treat my per50na1 1nf0rmat10n w1th re5pect.•• 1n every 519n1f1cant ca5e, the p051t1ve 519n 0f the c0eff1c1ent e5t1mate c0nf1rm5 0ur hyp0the515 H1 that tru5t 1ncrea5e5 the 11ke11h00d 0f revea11n9 5uch 1nf0rmat10n.

1n the f1r5t 5cenar10, the 5u6ject5 were 1nf0rmed that re9ard1e55 0f the1r 5pec1f1c va1ue5, the 0r9an12at10n they were v151t1n9 had 51m11ar va1ue5. Exp11c1t1y, they were pre5ented the f0110w1n9 5tatement5 t0 de5cr16e the match 6etween the1r va1ue5 and the 0r9an12at10n•5 va1ue5:

7he re5u1t5 5u99e5t there 15 a certa1n ran9e 0f 5en51t1v1ty where tru5t p1ay5 a 519n1f1cant r01e 1n enhanc1n9 1nf0rmat10n d15c105ure. 70 6e 5pec1f1c, tru5t exert5 a p051t1ve effect 0n 1nf0rmat10n d15c105ure f0r the 5em1-5en51t1ve 1tem5 5uch a5 ema11, name, and ph0ne num6er. H0wever, f0r the 1nf0rmat10n 1tem5 that are 1e55 5en51t1ve (5uch a5 fav0r1te 7 V 5h0w and fav0r1te 5nack), re5p0ndent5 tend t0 5hare them w1th0ut he51tat10n and thu5 tru5t (0r the 1ack 0f 1t) d0e5 n0t make t00 much 0f a d1fference 1n 5har1n9 the5e 1nf0rmat10n 1tem5. 0 n the

7h15 0r9an12at10n 5upp0rt5 the p011t1ca1 and m0ra1 cau5e5 that 1 5upp0rt. 7h15 0r9an12at10n 0pp05e5 the p011t1ca1 and m0ra1 cau5e5 that 1 0pp05e. 7h15 0r9an12at10n d0e5 n0t 5upp0rt any p011t1ca1 0r m0ra1 cau5e5 that 1 0pp05e. 7h15 0r9an12at10n d0e5 n0t 0pp05e any p011t1ca1 0r m0ra1 cau5e5 that 1 5upp0rt. 7he 5urvey f1r5t a5ked the 5u6ject5 t0 1dent1fy the 1nf0rmat10n 1tem5 they w0u1d 6e w1111n9 t0 5hare. We then a5ked f1ve 4ue5t10n5 w1th a f1ve-p01nt L1kert 5ca1e 0n the 1eve15 0f the1r tru5t 1n the 0r9an12at10n they were v151t1n9. A11 0f the 4ue5t10n5 are 115ted 1n the re5u1t5 5ect10n5 6e10w, 50me 0f wh1ch are adapted fr0m Jarvenpaa et a1. [7]. F1na11y, 50me dem09raph1c 4ue5t10n5 were a5ked t0 9a1n a 6a51c pr0f11e a60ut the 5u6ject5.

1nf0 1tem

7 a 6 1 e 2: 7 h e E f f e c t 0 f 7 r u 5 t 0 n 1 n f 0 r m a t 1 0 n D15c105ure 0vera117ru5t Avera9e 7ru5t 1nf0 w1 Re5pect

% 5har1n9

P-va1ue P-va1ue P-va1ue 0vera11 0.233 92% 0.372 Fav0r1te 7V 5h0w 0.602 0.879 90% 0.305 Fav0r1te 5nack 0.553 0.012* 89% 0.038* A9e 0.027* 0.045* 88% 0.081 [ntemet 5peed 0.059 0.014* 87% H0661e5 0.026* 0.061 0.002** 80°/, 0.000** Race 0.002** 0.136 77*/, N0 0f Ch11dren 0.048* 0.152 0.001 ** 770/, 0.003** Mar1ta1 5tatu5 0.001 ** 0.001 * * 0.008** 74% 0ccupat10n 0.015* 0.023* 0.023* 70°/0 0.022* 1n the 5ec0nd 5cenar10, the 5u6ject5 Re11910n 0.169 37% 0.240 0.084 were t01d that the we651te they were 1nc0me 0.056 360 H0me 0wner5h1p 0.152 0.060 v151t1n9 6e10n9ed t0 an 0r9an12at10n 0.000** 0.000** 35% 0.000** they had never 1nteracted w1th 6ef0re Ema11Addre55 0.000** 0.000** 30% Fu11 Name 0.000** and that they had n0 kn0w1ed9e 0f 0.001** 0.001** 11°/0 0.007** th15 0r9an12at10n•5 va1ue5. 7he re5t 0f W0rk Ph0ne 0.013* 100/0 W0rk Addre55 0.077 0.057 the 4ue5t10n5 were 51m11ar t0 th05e 1n 0.025* 9% 0.117 W0rk Fax 0.321 the f1r5t 5cenar10. 0.042* 0.081 7% H0me Ph0ne 0.024* 0.003** 0.004** 7% H0me Addre55 0.011 * 1n the th1rd 5cenar10, the 5u6ject5 were 0.889 0.869 3°/, 0.904 pre5ented a 5et 0f 4ue5t10n5 51m11ar t0 50c1a1 5ecur1ty # ;n1f1cant ca5e, tru5t 1ncrea5ed 1nf0rmat10n d15c105ure L0915t1c re9re5510n pr06a6111ty 1eve1: 1n eaeh 51 the f1r5t 5cenar10, except they had 0pp051te va1ue5 and hence had a • = .05 519n1f1cance • * = .01 519n1f1cance c0nf11ct. 7he ca5e de5cr1pt10n wa5 0ther extreme, 50me 1tem5 (5uch a5 50c1a1 5ecur1ty Num6er) are f0rmu1ated a5 the rever5e 0f the f1r5t 5cenar10 (1.e., th15 t00 5en51t1ve f0r re5p0ndent5 t0 5hare w1th any0ne, 1nc1ud1n9 0r9an12at10n 0pp05e5 the p011t1ca1 and m0ra1 cau5e5 that 1 th05e they may re9ard a5 tru5tw0rthy. 5upp0rt, etc.). We c011ected a t0ta1 0f 301 u5a61e re5p0n5e5 fr0m 103, 99, and 99 5u6ject5 f0r 5cenar105 1, 2, and 3, re5pect1ve1y, 5uch f1nd1n9 15 1ntere5t1n9 and 1n519htfu1.7he key c0mp0nent 0f w1th a60ut 60% ma1e5 and 40% fema1e5. tru5t 15 0ne•5 w1111n9ne55t0 put 0ne5e1f 1n a vu1nera61e p051t10n. 70 revea1 0ne•5 fav0r1te 5nack 0r 7 V 5h0w 15 n0t 11ke1y t0 put 4. RE5UL75 AND D15CU5510N 0ne5e1f 1n a defen5e1e55 51tuat10n; c0n5e4uent1y, tru5t 5eem5 t0 70 te5t hyp0the515 H1, a 10915t1c re9re5510n ana1y515 15 emp10yed exerc15e an 1n519n1f1cant1mpact 0n th15 type 0f 1nf0rmat10n 1tem. t0 ana1y2e the effect 0f tru5t 0n 1nf0rmat10n d15c105ure. 7a61e 2 7hat 15, pe0p1e are a5 11ke1y t0 5hare th15 1nf0rmat10n w1th an pre5ent5 the re5u1t5. 1n 7a61e 2, the 1nf0rmat10n 1tem5 are 0r9an12at10n they may n0t tru5t a5 w1th 0ne they d0 tru5t. F0r pre5ented 1n the 0rder 0f the1r 11ke11h00d 0f 6e1n9 5hared. 7he 5em1-5en51t1ve 1tem5 5uch a5 c0ntact 1nf0rmat10n, 0nce they are c01umn5 repre5ent the p-va1ue5 f0r the c0eff1c1ent e5t1mate5 0f 5hared, there are 50me r15k5 and vu1nera6111t1e5 1nv01ved 1n the 5u6ject5• an5wer5 t0 the tru5t 4ue5t10n5 when they are rece1v1n9 un5011c1ted ema11, junk ma11, 0r unwanted ca115. 1n th15 re9re55ed up0n 1nf0rmat10n d15c105ure. F0r examp1e, the f1r5t ca5e, tru5t 15 f0und t0 p1ay an ena61er r01e t0 pr0m0te m0re c01umn 15 a 10915t1c re9re5510n 0f the1r an5wer5 t0 the 4ue5t10n 1nf0rmat10n d15c105ure. Pe0p1e are thu5 m0re w1111n9 t0 5hare ••0vera11, 1 w0u1d tru5t th15 0r9an12at10n•• (mea5ured w1th a 1 t0 th15 1nf0rmat10n w1th the 0r9an12at10n5 they tru5t. F1na11y, f0r 5 L1kert 5ca1e) 0n a 61nary var1a61e repre5ent1n9 1nf0rmat10n h19h1y 5en51t1ve 1nf0rmat10n 11ke 50c1a1 5ecur1ty Num6er, tru5t d15c105ure. Avera9e tru5t 15 a 10915t1c re9re5510n 0f the e4ua11y return5 t0 a 1e55er r01e, wh1ch 1mp11e5 character15t1c-6a5ed tru5t we19hted avera9e 0f the1r re5p0n5e5 t0 the f1ve tru5t 4ue5t10n5 1n a10ne 5eem5 una61e t0 9et pe0p1e t0 5hare th15 k1nd 0f 620

1nf0rmat10n when 5uch a revea11n9 may p0tent1a11y put them 1n a vu1nera61e p051t10n (e.9., 1dent1ty theft and 0ther cr1me5). 0ther pr0ce55-6a5ed 0r 1n5t1tut10n-6a5ed tru5t mechan15m5 (e.9., 1aw pr0tect10n) are theref0re needed 1n 0rder f0r pe0p1e t0 d15c105e th15 1nf0rmat10n 1n an 0n-11ne 5urvey. F0r hyp0the515 H2, we perf0rm a 0ne-ta11 t-te5t 0n the d1fference 6etween mean5 t0 a55e55 the effect 0f va1ue c0mpat16111ty 0n tru5t, and~the re5u1t~ are 5h0wn 1n 7a61e 3. 1n a11 ca5e5 except 0ne" (neutra1 v5. 0pp05e f0r 1nf0 w/ Re5pect), we 065erve

5. M A N A 6 E R 1 A L 1 M P L 1 C A 7 1 0 N 5 50me u5efu1 1mp11cat10n5can 6e drawn fr0m 0ur f1nd1n95. F1r5t,

1t 15 e55ent1a1 that an 0r9an12at10n 6e aware 0f h0w 1t5 act10n5 affect a cu5t0mer•5 percept10n 0f tru5tw0rth1ne55. Va1ue c0mpat16111ty can he1p 6u11d tru5t 1n 9r0up5 that have 51m11ar 0r matched va1ue5. 5pec1f1ca11y, va1ue c0mpat16111ty 15 an 1mp0rtant c0n5truct f0r env1r0nmenta1, char1ta61e, 0r p011t1ca1 0r9an12at10n5 t0 tar9et certa1n 9r0up5 0fpe0p1e. H0wever, when they cann0t appea1 t0 a11 9r0up5 at 0nce, 1t may 6e m0re prudent t0 av01d 7a61e 3: 7 h e Effect 0f Va1ue C0rn va1ue c0nf11ct5. Va1ue c0mpat16111ty 5upp0rt Neutra1 0pp05e 0•vera11 itYSp0n v 0p7rU5t5p v Nt Nt v 0p 7ru5t Que5t10n and tru5t are a cr1t1ca1 part 0f an Avera~e re5p0n5e 6~ ~r0up P-va1ue P-Va1ue P-Va1ue 0vera11 pr1vacy 5trate9y f0r an 7reat Fa1r1y 2.441 2.909 3.283 2.873 0.000** 0.000** 0.001** 0r9an12at10n. De11verPr0m15e 2.412 2.677 3.030 2.703 0.000** 0.015* 0.002**

2.275 2.556 3.020 2.613 0.000** 0.007** Fa1r1y Repre5ent 2.667 3.1,41 3.313 3.037 0.000** 0.001** 1nf0 W Re5pect 2.696 2.980 3.444 3.037 0.000** 0.011* 0vera11 2.498 2.853 3.2t8, 2.853 0.000 ~* 0.000** Avera[e 7ru5t 0neta11 d1fference 6etweenmean5te5~ d1rect10n 0fa1115 de5cend1n9~0m~5upp0~t0neu~a1t00pp05e. * = .05 519n1f1cance ** = .01 519n1f1cance

519n1f1cant p051t1ve effect5 0f va1ue c0mpat16111ty 0n tru5t. M0re 1mp0rtant, f0r a11 the 5upp0rt ca5e5 v15-~-v15neutra1 and 0pp05e ca5e5, va1ue c0mpat16111ty 15 f0und t0 6e a61e t0 6005t pe0p1e•5 tru5t 1n an 0r9an12at10n. Que5t10n - 1 t0 5 L1k0rt 5ca1e, 5tr0n91y A9ree (1) t0 5tr0n91y D15a9ree (5)

1 w0u1d tru5t th15 0r9an12at10n t0 treat mefa1r1y. 1 w0u1d tru5t th15 0r9an12at10n t0 de11ver 0n what 1tpr0m15e5. 1 w0uM tru5t th15 0r9an12at10n t0fa1r1y repre5ent 1t5pr0duct5. 1 w0u1d tru5t th15 0r9an12at10n t0 treat myper50na11nf0rmat10n w1th re5pect. 0vera11, 1 w0u1d tru5t th15 0r9an12at10n.

0.000** 0.131 0.000** 0.000**

5ec0nd, 51nce re5p0ndent5 are m0re w1111n9 t0 5hare c0ntact 1nf0rmat10n (5uch a5 ema11 and fu11 name) w1th an 0r9an12at10n that p055e55e5 51m11ar va1ue5 and 5upp0rt5 the cau5e5 they 6e11eve 1n, mana9ement ha5 a 6etter chance 0f c011ect1n9 1nf0rmat10n 1f they can f1r5t 1dent1fy th05e c0mm0n va1ue5 5hared w1th the n1che market and then pr0m0te th05e va1ue5 t0 the p0tent1a1 cu5t0mer5 they are tar9et1n9. At the very 1ea5t, mana9ement need5 t0 6e carefu1 and av01d tramp11n9 the va1ue5 that the1r c11ent5 h01d dear. 7h15 w111 6e e5pec1a11y u5efu1 1f the 0r9an12at10n w15he5 t0 en9ender tru5t t0 c011ect 5en51t1ve 1nf0rmat10n fr0m them, 1f 1t d0e5 n0t have a h15t0ry 0f w0rk1n9 w1th th05e c11ent5, 0r 1f 1t ha5 n0t e5ta6115hed tru5t thr0u9h 0ther mechan15m5 5uch a5 rec09n12a61e 6rand name5.

70 te5t hyp0the515 H3, we perf0rm a 0ne-ta11 t-te5t 0n the d1fference 6etween tw0 pr0p0rt10n5. 7a61e 4 5h0w5 that 50me 1tem5 are affected 6y va1ue c0mpat16111ty, 1n part1cu1ar the 1dent1fy1n9 0r c0ntact 1nf0rmat10n 5uch a5 ema11 addre55, fu11 name, and h0me ph0ne num6er. F0r the5e 5pec1f1c 1tem5, va1ue c0mpat16111ty 15 f0und t0 have a fav0ra61e 1nf1uence.

1nf01tem 7a61e 4:5upp0rt7he EffeCtNeutra10f Va1UeC0mP~0pp0 ~ ,Percent Percent Fav0r1te 7V 5h0w 88% 96% Fav0r1te 5nack 88% 93% 87% 88% A9e 1ntemet 5peed 89% 94% H0661e5 85% 93% Race 81% 85% N0 0fCh11dren 78% 83% Mar1ta15tatu5 79% 80% 0ccupat10n 74% 81% Re11910n 73% 76% 1nc0me 39% 38% H0me 0wner5h1p 44% 36% Ema11 Addre55 52% 30% Fu11 Name 39% 30% W0rk Ph0ne 14% 9% W0rk Addre55 12% 8% W0rk Fax 9% 6% H0me Ph0ne 12% 6% H0me Addre55 10% 6% 50c1a1 5ecur1ty # 3% 2% 0ne ta11d1fference 6etween pr0p0rt10n5 te5t * = .05 519n1f1cance ** = .01 519n1f1cance

Percent 91% 88% 91% 83% 83% 75% 73% 71% 68% 61% 34% 28% 22% 20% 11% 11% 11% 4% 5% 4%

F1na11y, 0ne re5p0ndent 1n 0ur 5tudy pr1vate1y 1nd1cated that he w0u1d 5hare 1nc0rrect 1nf0rmat10n w1th the 51te that 0pp05ed h15 va1ue5. 1n 0ther w0rd5, he w0u1d try t0 hurt the 0pp051n9 0r9an12at10n 6y 91v1n9 1t m151ead1n9 1nf0rmat10n 0n the 4ue5t10n5 a5ked. We d1d n0t te5t f0r th15 1nf0rmat10n re11a6111ty 1n 0ur re5earch, 6ut 5uch a c0nfe5510n 0n 1nf0rmat10n D15c105ure 1mp11e5 that 1t may d0 m0re harm 0vera11 5pv0p 5pvNt Ntv0p than 900d t0 c011ect 1nf0rmat10n fr0m P-Va1ue P-Va1ue P-Va1ue Percent cu5t0mer5 w1th va1ue c0nf11ct5. Any 92% 0.249 0.033* 0.116 c011ect10n eff0rt w111 have 1nc0rrect 90% 0.457 0.167 0.143 data 1n 1t, 6ut 1f the percenta9e 15 89*/, 0.236 0.203 0,458 exceed1n91y h19h 1n the va1ue c0nf11ct 88% 0.009** 0.117 0.110 9r0up, 1t may p05e a c0ncem and 0.398 0.041* 0.024* 87% 1ead t0 a wa5te 0f 0r9an12at10na1 t1me 80% 0.046* 0.172 0.221 77% 0.108 0.285 0.252 and re50urce5. 77% 74% 70% 37%

36% 35%

30% 11% 10% 9% 7% 7% 3%

0.108 0.167 0.046* 0.207 0.015* 0.000** 0.002** 0.214 0.354 0.386 0.020* 0.100 0.335

621

0.440 0.134 0.298 0.415 0.155 0.001 ** 0.076 0.105 0.133 0.229 0.082 0.169 0.338

0.081 0.020* 0.014* 0.275 0A20 0.110 0.069 0,318 0.230 0.153 0.247 0.372 0.203

6. C 0 N C L U 5 1 0 N 5 Fr0m 0ur re5u1t5, tru5t 15 f0und t0 p1ay an 1mp0rtant r01e 1n addre551n9 c0n5umer pr1vacy c0ncern5. We f0und 5upp0rt f0r va1ue c0mpat16111ty 1ncrea51n9 tru5t 1n 0ur re5earch 5ett1n9. Va1ue c0mpat16111ty a150 ha5 an effect 0n 1nf0rmat10n d15c105e, depend1n9 0n the 5en51t1v1ty 1eve15. 70 5um up, the f1nd1n95 5u99e5t that tru5t, va1ue c0mpat16111ty, and pr1vacy are 1mp0rtant c0n5truct5 and thu5 mer1t add1t10na1 re5earch 1n the

[12] M116er9, 5. J., 8urke, 5. J., 5m1th, J. H., and Ka11man, E. A., Va1ue5, Per50na1 1nf0rmat10n Pr1vacy, and Re9u1at0ry Appr0ache5, C0mmun1cat10n5 0f the ACM (38:12), Decem6er 1995, pp. 65-74.

15 f1e1d. M0re w0rk 5t111need5 t0 6e d0ne 1n 0rder t0 6etter under5tand the 5tren9th5 and re1at10n5h1p5 0f the5e c0n5truct5. 7he future w0rk may 1nc1ude 6u11d1n9 0r f1nd1n9 mea5ure5 f0r each c0n5truct that w0u1d a110w f0r path ana1y515. 7he 1mp1ementat10n 0f a c0ntr011ed exper1ment w1th ca5e-6a5ed 5cenar105 repre5ent5 an0ther 1ntere5t1n9 re5earch avenue. 1t w0u1d a150 6e 6enef1c1a1 t0 exam1ne the r01e 0f va1ue c0mpat16111ty 1n 1nf0rmat10n cred16111ty and e-c0mmerce purcha5e 6ehav10r5.

[13] Re1chhe1d, F. F., and 5hefter, P., E-L0ya1ty: Y0ur 5ecret Weap0n 0n the We6, Harvard 8u51ne55 Rev1ew, Ju1yAu9u5t 2000, pp. 105-113. [14] 51e9r15t, M., 5vetk0v1ch, 6., and R0th, C., 5a11ent Va1ue 51m11ar1ty, 50c1a1 7ru5t, and R15k/8enef1t Percept10n, R15k Ana1y515 (20:3), 2000, pp. 353-362.

7. R E F E R E N C E 5

[15] 5m1th, J. H., M116er9, 5., and 8urke, 5., 1nf0rmat10n Pr1vacy: Mea5ur1n9 1nd1v1dua15 C0ncem5 A60ut 0r9an12at10na1 Pract1ce5, M15 Quarter1y (20:2), June 1996, pp.167-196.

[1] Ackerman, M., Cran0r, L., and Rea91e, J., Pr1vacy 1n EC0mmerce: Exam1n1n9 U5er 5cenar105 and Pr1vacy Preference5, Pr0ceed1n95 0f the ACM C0nference 1n E1ectr0n1c C0mmerce, N0vem6er 1999, pp. 1-8.

[16] 2ucker, L. 6., Pr0duct10n 0f 7ru5t: 1n5t1tut10na1 50urce5 0f Ec0n0m1c 5tructure, 1840-1920 Re5earch 1n 0r9an12at10n

[2] An9, 5. H., Le0n9, 5. M., and 7e0, 6. P. 5., 7he Effect5 0f

8ehav10r, 8, pp 53-111 1986.

Per50na1 Va1ue 51m11ar1ty 0n 8u51ne55 Ne90t1at10n5, 1ndu5tr1a1Market1n9 Mana9ement (29), 2000, pp. 397-410.

[31 Cu1nan, M. J., and Arm5tr0n9, P.K., 1nf0rmat10n Pr1vacy

J05eph A. Ca21er 15 a D0ct0ra1 Cand1date at Ar120na 5tate Un1ver51ty. He rece1ved a 85 1n 1nte9rated Cr0pp1n9 5y5tem5 fr0m Wa5h1n9t0n 5tate Un1ver51ty and an M8A 1n 1nf0rmat10n 5y5tem5 fr0m 8r19ham Y0un9 Un1ver51ty. He ha5 re5earch 1ntere5t 1n tru5t, e6u51ne55, pr1vacy and 5ecur1ty.

C0ncem5, Pr0cedura1 Fa1me55, and 1mper50na1 tru5t: An Emp1r1ca1 1nve5t19at10n, 0r9an12at10n 5c1ence (10:1), 1999, pp. 104-115. [41 E112ur, D., and 5a91e, A., Facet5 0f Per50na1 Va1ue5: A 5tructura1 Ana1y515 0f L1fe and W0rk Va1ue5, App11ed P5ych0109Y: An 1nternat10na1 Rev1ew (48:1), 1999, pp. 7387.

8enjam1n 8. M. 5ha0 15 an A5515tantPr0fe550r. He rece1ved h15 8.5. 1n C0mputer and 1nf0rmat10n 5c1ence and M.5. 1n 1nf0rmat10n Mana9ement fr0m Nat10na1 Ch1a0 7un9 Un1ver51ty, 7a1wan, and Ph.D. 1n Mana9ement 1nf0rmat10n 5y5tem5 fr0m the 5tate Un1ver51ty 0f New Y0rk at 8uffa10. H15 re5earch 1ntere5t5 1nc1ude 1nf0rmat10n 5y5tem5 ec0n0m1c5, re50urce a110cat10n pr061em5, e-c0mmerce 5ecur1ty, part1c1pat1ve deve10pment, and d15tr16uted and para11e1 pr0ce551n9.

[5] H1ne, C., and Eve, J., Pr1vacy 1n the Marketp1ace, 7he 1nf0rmat10n 50c1ety (14:4), 1998, pp. 253-262. [6] Hender50n, H., Pr1vacy 1n the 1nf0rmat10n A9e, Fact5 0n F11e, New Y0rk, 1999.

R06ert D. 5t. L0u15 15 a Fu11 Pr0fe550r. He rece1ved h15 A8 de9ree fr0m R0ckhur5t C011e9e, and h15 M5 and Ph.D. de9ree5 fr0m Purdue Un1ver51ty. He 6e9an teach1n9 at A5U 1n 1969, 6ut 5pent the per10d fr0m 1976 thr0u9h 1981 w0rk1n9 fu11 t1me a5 a re5earcher f0r 5tate and federa1 a9enc1e5. Dr. 5t. L0u15 current1y 15 teach1n9 c1a55e5 0n data6a5e c0ncept5, and c0nduct1n9 re5earch 1n the area5 0f data dr1ven f0reca5t5 and dec1510n 5upp0rt 5y5tem5 f0r f0reca5t1n9.

[7] Jarvenpaa, 5. L., 7ract1n5ky N., and V1ta1e M., C0n5umer 7ru5t 1n an 1ntemet 5t0re, 1nf0rmat10n 7echn0109Y and Mana9ement (1), 2000, pp. 45-71.

[8] Jud50n, 8., and Ke11y K., Hyperwar5:11 5trate91e5 f0r 5urv1va1 and Pr0f1t 1n the Era 0f 0n11ne 8u51ne55, 51m0n and 5chu5ter, 1nc, New Y0rk, 1999. [9] Jun9, D. 1., and Av0110, 8. J., 0pen1n9 the 81ack 80x: An Exper1menta1 1nve5t19at10n 0f the Med1at1n9 Effect5 0f 7ru5t and Va1ue C0n9ruence 0n 7ran5f0rmat10na1 and 7ran5act10na1 Leader5h1p, J0urna1 0f 0r9an12at10na1 8ehav10ur (21), 2000, pp. 949-964. [10] Lu0, X., 7ru5t Pr0duct10n and Pr1vacy C0ncern5 0n the 1ntemet: A Framew0rk 8a5ed 0n Re1at10n5h1p Market1n9 and 50c1a1 Exchan9e 7he0ry, 1ndu5tr1a1 Market1n9 Mana9ement (31), 2002, pp. 111-118. [11] Mayer, R. C., Dav15, J. H, and 5ch00rman, F. D., An 1nte9rat1ve M0de1 0f 0r9an12at10na1 7ru5t, Academy 0f Mana9ement Rev1ew (30:3), 1995, pp. 709-734.

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