Impact of privacy policy content on perceived effectiveness of privacy policy: the role of vulnerability, benevolence and privacy concern

Abstract

PurposeThis study examines how the different dimensions of a privacy policy separately influence perceived effectiveness of privacy policy, as well as the mediating mechanisms behind these effects (i.e. vulnerability, benevolence). In addition, this study considers privacy concern as a significant moderator in the research model, to examine if the relative influences of privacy policy content are contingent upon levels of users' privacy concern.Design/methodology/approachThe survey experiment was conducted to empirically validate the model. Specifically, three survey experiments and six scenarios were designed to manipulate high and low levels of the three privacy policy dimensions (i.e. transparency, control and protection). The authors totally distributed 450 copies of the questionnaire, of which 407 were valid.FindingsThis paper found that (1) all the three privacy policy dimensions directly influence perceived effectiveness of privacy policy; (2) all the three privacy policy dimensions indirectly influence perceived effectiveness of privacy policy by enhancing perceived corporate benevolence, whereas control also affects perceived effectiveness of privacy policy by reducing perceived vulnerability; and (3) individuals with high-privacy concern are much more impacted by privacy policy contents than individuals with low-privacy concern.Practical implicationsThe findings could provide website managers with guidelines on how to design privacy policy contents by reducing user perceptions of vulnerability and enhancing user perceptions of corporate benevolence. The managers need to focus on customers' perceived vulnerability and corporate benevolence when launching or updating privacy policies. Furthermore, the managers also need to attend to users' privacy concerns, especially for multinational companies or companies with specific consumer groups.Originality/valueThis study extends the current privacy policy literature by articulating the separate influences of the three privacy policy dimensions and their impact mechanisms on perceived effectiveness of privacy policy. It also uncovers privacy concerns as a boundary condition that influence the effects of privacy policy contents on users' privacy perceptions.

Design and Discussion on Information Management and Control System of Agricultural Machinery and Equipment

“…With the advancement of land reform, the demand for large-scale agricultural machinery will further increase, agricultural information equipment mainly includes satellite positioning systems, agricultural machinery automation, precise measurement, and cultivated land information monitoring equipment. Combining its own technology and market reserves, Borchuang Linkage conducts market entry through "agricultural machinery information management and public service system" [2]. e informatization of agricultural machinery is practically applied to management, and the vehicle networking platform and vehicle data service solutions are provided for governments at all levels [3].…”

Antecedents of privacy concerns and online information disclosure: moderating role of government regulation

“…In underdeveloped countries, most people are not Internet savvy and do not know how to properly use online platforms. Therefore, they have considerably more negative experiences, because of their privacy vulnerabilities (Liyanaarachchi et al, 2021;Guo et al, 2021). If the users have had any prior negative experience of personal data infringement or misuse, they will be more concerned regarding privacy issues.…”

The Impact of Data Vulnerability in Online Health Communities: An Institutional Assurance Perspective

“…The privacy policy therefore offers users the promise to be able to securely disclose their personal data and use OHC services ( Gong et al, 2019 ; Zeng et al, 2022 ). Under these circumstances, users perceive a high level of information control, which can mitigate their feelings of violation and promote trust-related behaviors ( Esmaeilzadeh, 2020a ; Mutimukwe et al, 2020 ; Guo et al, 2022 ). Moreover, the principles of privacy policy should demonstrate fair information practices ( Culnan, 2019 ), which can effectively decrease privacy concerns ( Nikkhah and Sabherwal, 2021 ) and increase the willingness to disclose personal data ( Liu et al, 2022 ).…”