DOES TRUST REDUCE CONCERN FOR INFORMATION PRIVACY IN E-COMMERCE.pdf

Proceedings of the 7th Annual Conference of the Southern Association for Information Systems 227 DOES TRUST REDUCE CONCERN FOR INFORMATION PRIVACY IN E-COMMERCE? J.T. Shim University of Central Florida jtshim@bus.ucf.edu Craig Van Slyke University of Central Florida craig.vanslyke@bus.ucf.edu James J. Jiang University of Central Florida jjiang@bus.ucf.edu Richard D. Johnson University of Central Florida richard.johnson@bus.ucf.edu Abstract Internet commerce continues to grow rapidly and is expected to exceed $5 trillion in 2005. Nevertheless concern for information privacy has been identified as a major consideration constraining many from internet consumerism. Trust has also been identified as an antecedent to willingness/intent to transact, buy or purchase. This research seeks to specify and support a model that involves additional constructs such as familiarity, risk, quality of website, gender, peresonal innovativeness, discretionary income, age, and other factors in order to identify what factors and/or interactions are significant in determining whether a prospect intends to part with funds and become a customer. Data to be gathered with online survey and analyzed using regression. Keywords: Trust, concern for information privacy, willingness to transact, e-commerce Introduction Internet commerce continues to grow rapidly and is expected to exceed $5 trillion in 2005. Nevertheless privacy concerns have been identified as a major consumer concern facing internet users. Trust has also been identified as an antecedent to willingness/intent to transact, buy or purchase. While there are some definitional difficulties we examine a model that focuses on the effect of trust on concern for information privacy and their effect on willingness to transact. Proceedings of the 7th Annual Conference of the Southern Association for Information Systems 228 Background Some researchers contend that trust research