Evaluation of User Intervention Mechanisms for Privacy on SME Online Trust

This paper describes empirical results that quantitatively show that user intervention tools for privacy significantly contribute towards online trust. We extend a seminal, validated measurement scale for online trust by adding measurement items for 5 user intervention (UIVs) mechanisms for trust: P3P, cookie crushers, encryption, pseudonymizer, and anonymizing tools. From analysis of 242 valid user responses collected in fall 2003, we find that those users willing to adopt user intervention mechanisms have statistically significant higher mean online trusting intentions. These usersý mean trusting beliefs in small and medium size e-business is stronger than non-adopters and those undecided users sitting on the fence. Finally, we show our amendments to online trust theory to be plausible using the structural equation modeling technique and data for all groups of users.