The impact of web site design and privacy practices on trust

Document Type



Master of Science (MS)


Please see currently inactive department below.


Industrial Engineering

First Advisor's Name

Marc L. Resnick

First Advisor's Committee Title

Committee Chair

Second Advisor's Name

Martha A. Centeno

Third Advisor's Name

Shih-Ming Lee

Date of Defense



The most significant issue facing the growth of eCommerce is trust. This research was conducted to determine the type of information users are willing to allow entities to collect online, such as a user's email addresses and click-stream behavior, and its affect on trust. This study determined empirically that participants were more willing to submit non-personally identifying data (e.g., clickstream data) over personally identifying information (e.g., email address); participants were wary of submitting any personal information such as an email address; when a participant submits an email address, it may not be his or her primary email address; the opting defaults for solicitations did not affect trust; participants did not read the privacy policy; and that these findings applied to all web sites, regardless of whether they were shopping/commerce, community, download, or informational. Based on the results, several design guidelines were developed to aid web site designers in creating trusted sites.



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