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

@article{Lowry2012UsingAE,
  title={Using an elaboration likelihood approach to better understand the persuasiveness of website privacy assurance cues for online consumers},
  author={Paul Benjamin Lowry and Gregory Moody and Anthony Vance and Matthew L. Jensen and Jeffrey L. Jenkins and Taylor Wells},
  journal={JASIST},
  year={2012},
  volume={63},
  pages={755-776}
}
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… CONTINUE READING

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