Do You Still Trust?

Recently, data breaches, especially insider data breaches, have become increasingly common. However, there is a limited amount of research on the factors associated with the decrease in users' trust in response to these events. In this study, social role theory and socioemotional selectivity theory are applied to understand the role of age (younger and older), biological (male and female) and cultural (masculinity and femininity) gender, and the four dimensions of privacy concern-collection, secondary use, unauthorized access, and error-on initial trust and the corresponding decrease in trust associated with the three trust beliefs of ability, benevolence, and integrity. A scenario-based approach is used to focus on a case study of an insider breach. The findings also provide helpful insights into the comparative roles of trust builders (e.g., reputation and design) and trust crashers (e.g., privacy concerns) in the process of trust building and trust decrease in different demographics (e.g., older and younger, males and females) for overall trust and trusting beliefs. Theoretical, managerial, and social implications are discussed.