A Look on the Bright Side: Understanding How Consumer Anonymity Fosters Trust and Satisfaction in Privacy-Enhancing Technologies
This research investigates the role of consumers’ feelings of anonymity when using Privacy Enhancing Technologies (PET). Grounded in the Social Identity Model of Deindividuation Effects, the results show that consumer anonymity increases social identity and hence group conformity, which in turn positively influences consumers’ trust and satisfaction toward PET.
Citation:
Maximilian Hartmann, Alena Bermes, and Peter Kenning (2021) ,"A Look on the Bright Side: Understanding How Consumer Anonymity Fosters Trust and Satisfaction in Privacy-Enhancing Technologies", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 900-900.
Authors
Maximilian Hartmann, Heinrich Heine University Düsseldorf
Alena Bermes, Heinrich Heine University Düsseldorf
Peter Kenning, Heinrich Heine University Düsseldorf
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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