Using an elaboration likelihood approach to better understand the persuasiveness of website privacy assurance cues for online consumers

Paul Benjamin Lowry, Greg Moody, Anthony Vance, Matthew Jensen, Jeff Jenkins and Taylor Wells

Journal of the American Society for Information Science and Technology, 2012, vol. 63, issue 4, 755-776

Abstract: Privacy concerns can greatly hinder consumers' intentions to interact with a website. The success of a website therefore depends on its ability to improve consumers' perceptions of privacy assurance. Seals and assurance statements are mechanisms often used to increase this assurance; however, the findings of the extant literature regarding the effectiveness of these tools are mixed. We propose a model based on the elaboration likelihood model (ELM) that explains conditions under which privacy assurance is more or less effective, clarifying the contradictory findings in previous literature. We test our model in a free‐simulation online experiment, and the results of the analysis indicate that the inclusion of assurance statements and the combination, understanding, and assurance of seals influence privacy assurance. Privacy assurance is most effective when seals and statements are accompanied by the peripheral cues of website quality and brand image and when counter‐argumentation—through transaction risk—is minimized. Importantly, we show ELM to be an appropriate theoretical lens to explain the equivocal results in the literature. Finally, we suggest theoretical and practical implications.

Date: 2012
References: Add references at CitEc
Citations: View citations in EconPapers (9)

Downloads: (external link)
https://doi.org/10.1002/asi.21705

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bla:jamist:v:63:y:2012:i:4:p:755-776

Ordering information: This journal article can be ordered from
https://doi.org/10.1002/(ISSN)1532-2890

Access Statistics for this article

More articles in Journal of the American Society for Information Science and Technology from Association for Information Science & Technology
Bibliographic data for series maintained by Wiley Content Delivery ().