| The Internet has simplified how consumers purchase goods and services. However, consumers have become concerned about how online merchants use their information after it has been collected. To address these concerns, merchants post online privacy policies that explain how consumer information will be used and secured. In this 2 x 3 factorial study, the influence of privacy policy format and completeness on consumer willingness to provide personal information online was examined. The 456 participants were selected from a purchased list of U.S. email addresses, as well as members of an online panel. The results of this study revealed a statistically significant relationship between the policy format and the participants' willingness to provide pieces of personal information, including email address, social security number, credit card information, and purchase intent. No significant relationship was found between the completeness or the combined format/completeness variables and willingness to disclose information. The findings of this study can help business leaders develop privacy policies that better meet the customer expectations, which can increase consumer trust. |
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