期刊名称：Pacific Asia Journal of the Association for Information Systems
印刷版ISSN：1943-7544
出版年度：2020
卷号：12
期号：1
页码：86-122
DOI：10.17705/1pais.12104
语种：English
出版社：Association for Information Systems
摘要：Background: A recent global survey found that almost half of Internet users whonever buy online indicated lack of trust as the main reason. The General DataProtection Regulation (GDPR) is new legislation expected to provide theopportunity for organizations to improve their customer trust through personal datagovernance. Few studies explore online customer trust from the GDPRperspective. This study aims to fill this gap by drawing on the TechnologyAcceptance Model (TAM) and Self-Determination Theory (SDT), examining theantecedents of online customer trust from the GDPR perspective. The study alsoattempts to derive insights about the GDPR that may affect online customer trust,but which to date have little presence in frameworks of the antecedents of onlinetrust. The main research questions are as follows. First, what are the impacts ofperceived technology, perceived risks and perceived trustworthiness on onlinecustomer trust in the GDPR context? Second, what are the GDPR-specific factorsthat may affect online customer trust?Method: This positivist study used a survey strategy with a deductive approach toinvestigate the research questions. A questionnaire was designed for primary datacollection as the basis for quantitative data analysis.Results: Data analysis confirmed that several GDPR-related trust antecedents –perceived security, perceived third-party assurance and perceived openness – arepositively associated with online customer trust. This study offers new insights intothe SDT adaptation that suggest the value of motivation theory for trust researchin the GDPR context. This study also generates insights about the GDPR that mayaffect online customer trust.Conclusions: This study suggests that the GDPR plays a significant role in onlinecustomer trust by bringing about stronger rights and more transparency for onlinecustomers. Both the confirmation and insights are a contribution that can leadseemingly old-fashioned trust antecedents into a new application.
关键词：online customer trust;the General Data Protection Regulation(GDPR);the Technology Acceptance Model (TAM);the Self-Determination Theory(SDT)
