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Do you dare to take a risk? The effect of trust cues in website design on privacy risk perception

Ipskamp, C.E. (2021) Do you dare to take a risk? The effect of trust cues in website design on privacy risk perception.

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Abstract:The Internet is a big part of our daily life. As the Internet continues to grow, concerns about online privacy arise as well. This study tests the effect of trust cues in website design on the privacy risk perception. The effects of two website design factors, background color (cool vs. warm) and eye gazing (direct vs. averted), are tested in two website contexts (government and hotel booking) with a between subject experimental design (N=494). The results of the MANOVA and analysis of variance show that website context and background color are important determinants for trust and privacy risk perception. It was found that trust is highest towards a government website. Gender was used as a moderator to test whether men and women respond different to trust cues. No effects have been found for gender. Participants feel most comfortable when presented a website with a blue background color as opposed to an orange background color. The results indicate that gaze had no effect on the perception of trust or risk. For practical implications attention should be paid to the background color that is used on a website. Additionally, the background color and the website context should be congruent.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/86430
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