De impact van factoren van privacy beleid op consumentenvertrouwen in e-commerce

Translated title of the thesis: The impact of privacy policy factors on consumer trust in e-commerce
  • J. (Jony) Hijum

Student thesis: Master's Thesis

Abstract

A recent report from the Dutch Data Protection Authority shows that consumers don’t always trust online web shops when it comes to their privacy. Previous studies found a connection between consumer trust and the willingness to buy products from an organization. Therefore, it is important to know which factors raise consumer trust in the context of privacy. The objective of this research is to investigate the impact of several privacy policy factors on consumer trust in the context of e-commerce. The influencing factors this study is particularly focusing at, are data protection officer (DPO), privacy policy and trustmark. According to the results, a good privacy policy and a visible trustmark have a positive influence on consumer trust. For having a good DPO, there was no significance found that it influences consumers’ trust. Another result that was found, is that the more factors a company applies, the more a consumer trusts that organization, especially when it comes to a visible trustmark and a good privacy policy. The research field of a DPO in relation to consumer trust is relatively new. Future research could focus therefore particularly on this factor.
Date of Award24 Jun 2020
Original languageDutch
SupervisorLaury Bollen (Examinator) & Rachelle Bosua (Co-assessor)

Keywords

  • E-commerce
  • consumer trust
  • data protection officer
  • privacy policy
  • trustmark

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