Research Article
The Effect of Trust Seals, Information Disclosure, and Gender on Customers’ Trust and Willingness to Disclose Personal Information on Small B2C E-Commerce Website
@INPROCEEDINGS{10.4108/eai.1-10-2020.2304705, author={Andree E Widjaja and Erik Paolo Capistrano and Quang-An Ha}, title={The Effect of Trust Seals, Information Disclosure, and Gender on Customers’ Trust and Willingness to Disclose Personal Information on Small B2C E-Commerce Website}, proceedings={Proceedings of the First International Conference of Economics, Business \& Entrepreneurship, ICEBE 2020, 1st October 2020, Tangerang, Indonesia}, publisher={EAI}, proceedings_a={ICEBE}, year={2021}, month={4}, keywords={trust seals information disclosure gender trust willingness to disclose personal information}, doi={10.4108/eai.1-10-2020.2304705} }- Andree E Widjaja
Erik Paolo Capistrano
Quang-An Ha
Year: 2021
The Effect of Trust Seals, Information Disclosure, and Gender on Customers’ Trust and Willingness to Disclose Personal Information on Small B2C E-Commerce Website
ICEBE
EAI
DOI: 10.4108/eai.1-10-2020.2304705
Abstract
Drawing from cue utilization and signaling theory, this study aims to examine the effect of trust seals, information disclosure, gender, and its interactions on customers’ trust and willingness to disclose personal information in the context of small B2C E-commerce website. A full factorial 2X2 between-subject experimental design was conducted and there were 280 participants participated in this study. Our findings suggest that: 1). The presence of trust seals in the small B2C e-commerce website has a strong positive impact on trust and willingness to disclose. 2). The presence of trust seals is only useful when online retailer requesting a high degree of information disclosure. 3). Under conditions of a high degree of information disclosure, the effect of trust seals on willingness to disclose is more significant in male than in female. 4). There is a positive relationship between trust and willingness to disclose.