The Effects Of Malfunctioning Personalized Services On Users’ Trust And Behaviors

Online merchants adopt web personalization to customize web content to match online users’ needs. Prior research has only looked at the “success” side of web personalization. Little research examines the “problematic” side of web personalization. The objective of this research is to explore how “malfunctioning” personalized web services influence an online user’s trust in the personalization agent and the behavioral intention of that user. In particular, this research looks at two types of malfunctioning personalization: irrelevant recommendations and biased recommendations. We draw on trust theories to develop seven hypotheses to predict the effects of malfunctioning personalized web services. We conducted a study with a personalized music download website. We found that irrelevant recommendations led to low trust in the personalization agent’s competence and integrity, and biased recommendations led to low trust in the integrity of the personalization agent. These findings provide empirical evidence of the possible problems of malfunctioning personalization and help firms understand and quantify the challenges and limitations of incorporating web personalization in their websites

Effects of Website Credibility and Brand Trust on Responses to Online Behavioral Advertising

Online behavioral advertising that tracks user data has witnessed a dramatic increase in popularity. Using Psychological Reactance Theory, this study examines the effects of brand trust and website credibility on responses to behavioral advertising via privacy concerns. A 2 (brand trust: high vs. low) by 2 (website credibility: high vs. low) between-subjects experiment was conducted (N = 424). Results suggest that while brand trust influences purchase intention—as mediated via affective reactance— website credibility only exerts modest effects on the dependent variables. Implications for user perception factors and contextual factors—including ad effectiveness in the digital personalized marketing realm—are discussed

Getting the Most out of Third Party Trust Seals: An Empirical Analysis

Electronic markets have successfully adopted third party trust seals as a self-regulatory mechanism to enhance consumer trust. While there exist many papers supporting the effectiveness of trust signals, interaction between trusts seals and contextual factors in e-commerce (e.g., value of shopping carts, number of trust seals displayed, shopper experience and retailer’s sales volume) is an underexplored area. In this study, we exploit a dataset of over a quarter million of online transactions across 493 online retailers collected from randomized field experiments. A large trust seal provider conducted the experiments and subsequently shared the dataset with us. Our main contribution is the demonstration of four variables moderating the effectiveness of trust seals on the likelihood of purchase completion. More specifically, our work shows that trust seals are more effective for small online retailers and new shoppers, thus serving as partial substitutes for both shopper experience and seller’s sales volume. Interestingly, we find that presence of too many (i.e., more than two) seals can lower the likelihood of purchase completion. Our findings also show that trust seals are more effective for higher value shopping carts but only in the latter stages of the shopping cycle. Finally, we discuss the implications of our findings for online retailers, third party certifiers, as well as for policy makers

Privacy considerations in the adoption of L-Commerce

Ph.DDOCTOR OF PHILOSOPH

The Surprising Virtues of Data Loyalty

Lawmakers in the United States and Europe are seriously considering imposing duties of data loyalty that implement ideas from privacy law scholarship, but critics claim such duties are unnecessary, unworkable, overly individualistic, and indeterminately vague. This paper takes those criticisms seriously, and its analysis of them reveals that duties of data loyalty have surprising virtues. Loyalty, it turns out, can support collective well-being by embracing privacy’s relational turn; it can be a powerful state of mind for reenergizing privacy reform; it prioritizes human values rather than potentially empty formalism; and it offers solutions that are flexible and clear rather than vague and indeterminate. We propose five contexts in which specific rules should supplement a general duty of data loyalty: collection, personalization, gatekeeping, influencing, and mediation. Loyalty can be a key policy tool with which to take on the related problems of information capitalism, platform power, and the use of personal data to manufacture consent to objectionable data practices. In fact, loyalty may well be the critical missing piece of the regulatory toolkit for privacy

Alter ego, state of the art on user profiling: an overview of the most relevant organisational and behavioural aspects regarding User Profiling.

This report gives an overview of the most relevant organisational and\ud behavioural aspects regarding user profiling. It discusses not only the\ud most important aims of user profiling from both an organisation’s as\ud well as a user’s perspective, it will also discuss organisational motives\ud and barriers for user profiling and the most important conditions for\ud the success of user profiling. Finally recommendations are made and\ud suggestions for further research are given

The Effects Of Technology Readiness And Technology Acceptance On Nfc Mobile Payment Services In Korea

The Near Field Communication (NFC) mobile payment is the integration of NFC enabled smartphones and credit/debit/prepaid cards. Korea is a pioneer in rolling out the NFC mobile payment. Global mobile industries pay attention to whether Korean mobile users accept the new payment service. This study investigates the factors for technology acceptance using an integrated model of technology readiness and technology acceptance. Structured equation modeling is used to analyze the collected data. The four constructs of technology readiness (innovativeness, optimism, discomfort, and insecurity) have significant impact on the perceived ease of use and the two technological characteristics of NFC mobile payment (responsiveness and smartness) also have significant impacts on the perceived usefulness. However, only the perceived usefulness affects significantly on the intention to use. The perceived ease of use affects indirectly on the intention to use through the perceived usefulness. The result of this study suggests that to be a successful payment service, the NFC mobile payment service has to be much more focused on the usefulness against other alternative payment methods

Public Attitudes to the Sharing of Personal Information in the Course of Online Public Service Provision

The research focused on the following question: What are attitudes of different members of the New Zealand general public towards the collection, management, and sharing of personal information in the course of online public service provision? In order to find answers to this research question we used a qualitative research approach to empirically explore attitudes of a variety of New Zealanders in their service relationships with New Zealand public sector organisations. The research was conducted from March 2010 until August 2010, using the following research methods: • A review of international and New Zealand-based literature in the area of information sharing, privacy, and the management of citizen identity information in e-government service environments; • Semi-structured interviews with New Zealand public sector staff about the characteristics, conditions, and strategic developments in online integrated public service provision in the New Zealand public sector; • Ten focus groups with representatives of the New Zealand general public