中小企业网络信任用户隐私干预机制评价

Proceedings. IEEE International Conference on e-Commerce Technology, 2004. CEC 2004. Pub Date : 2004-07-06 DOI:10.1109/ICECT.2004.1319744

D. Jutla, E. Kelloway, S. Saifi

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引用次数: 10

摘要

本文描述了定量显示用户隐私干预工具显著促进在线信任的实证结果。我们通过增加5种用户干预(UIVs)信任机制的测量项目，扩展了一种开创性的、经过验证的在线信任测量量表:P3P、cookie粉碎机、加密、假名器和匿名化工具。通过对2003年秋季收集到的242份有效用户反馈的分析，我们发现那些愿意采用用户干预机制的用户具有更高的平均在线信任意愿。这些用户对中小型电子商务的信任信念比未采纳者和那些犹豫不决的用户更强烈。最后，我们使用结构方程建模技术和所有用户组的数据证明了我们对在线信任理论的修正是合理的。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Evaluation of user intervention mechanisms for privacy on SME online trust

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.

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来源期刊

Proceedings. IEEE International Conference on e-Commerce Technology, 2004. CEC 2004.

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