Examining the impact of privacy, trust and risk perceptions beyond monetary transactions: An integrated model

Much interest in privacy and trust studies is about shopping, but privacy research in other forms of online activities is beginning to emerge. This study examined the antecedents of privacy, trust and risk as well as their joint effect on two similar but fundamentally different activities: online transactions and retrieval of privileged information. Both activities involve the delivery of private user information, but the latter gives some leeway for users to control (or even falsify) their true identity. User shopping experience in the present study moderated the relationships and strengths of constructs. The effect of Internet literacy, social awareness and disposition to trust on privacy concern and trust was weaker for experienced shoppers. Privacy concern, trust and risk assessment played a lesser role on the two activity variables for those who were more experienced. Perceived privacy risk stood out as a strong antecedent for respondents in both experience groups, but the effect of Internet literacy, social awareness and disposition on trust was statistically insignificant for the same group. Further practical and managerial implications are provided. (C) 2011 Elsevier B. V. All rights reserved.