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Title:
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BUILDING TRUST ONLINE: DO PRIVACY POLICIES |
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Author(s):
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Margaret Tan |
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ISBN:
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978-972-8924-82-9 |
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Editors:
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Gunilla Bradley and Piet Kommers |
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Year:
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2009 |
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Edition:
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Single |
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Keywords:
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Online trust, privacy policies, data protection, e-commerce transactions, online seals |
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Type:
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Full Paper |
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First Page:
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3 |
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Last Page:
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10 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Online trust is arguably an important condition for successful e-commerce. To win the trust of online consumers, most ecommerce
websites post online privacy policies stating their data handling practices. In this study, a linguistics-analytical
framework is used to analyse online privacy policies of websites from Singapore and Australia. The findings indicate that
most policies are vaguely worded and lack clarity in the coverage of their data handling practices. Particularly striking is
the use of ambiguous language regarding the sharing of personal data with third parties. Although the objective of
privacy policies is to build online trust, it appears that the way privacy policies are currently written, they may hinder the
growth momentum of e-commerce. Beyond its value in enhancing the perceived credibility of websites, the accreditation
by reputable privacy seal bodies may appear to have a positive impact in building online trust of consumers. |
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