TY  - EJOU
AU  - Chen, Jing 
AU  - Luo, Yuchen 
AU  - Du, Ruiqi 

TI  - The Impact of Privacy Seal on Users’ Perception in Network Transactions
T2  - Computer Systems Science and Engineering

PY  - 2020
VL  - 35
IS  - 3
SN  - 

AB  - In the age of big data, the issue of online privacy has attracted much attention from all sectors. The introduction and establishment of an evaluation system
for the privacy agreement based on a third party, together with the establishment of a safer internet transaction environment, can help to establish mutual
trust between users and the platform. With the research background links to the online trading platform, this article investigates how the privacy seal
which is provided by the third-party evaluation organization influences and addresses trust-awareness and privacy concerns of users, as well as exposing
information and purchasing data. According to this investigation, the application of a privacy seal not only increases the trust-awareness of the users, but
can also encourage the intention to disclose information and engage in a transaction. However, it might not totally alleviate the users’ privacy concerns. The
results of our research and practical application indicate that the promotion and guarantee of the independence and expertise of the third-party evaluating
organization, the effective supervision of privacy policy implementation by the online trading platform, and measures that protect the privacy of the users,
all play a vital role in establishing an effective privacy agreement evaluation system.
KW  - online trading platform
KW  -  privacy seal
KW  -  trust-awareness
KW  -  Internet privacy concerns
KW  -  information disclosure intention
KW  -  purchasing intention

DO  - 10.32604/csse.2020.35.199