Value Congruence and Trust Online: Their Impact on Privacy and Price Premiums

by Joseph Cazier

Table of Contents

List of Figures and Illustrations

List of Tables


Chapter 1 - Introduction

Chapter 2 - Literature Review




Price Determinants

Chapter 3 - Model Development and Research Questions

Theories Used in Model Development

Dimensional Analysis of Trust

Effects of Values on Trust

Effect of Trust on Privacy Concerns

Effect of Trust on Price Premiums

Effect of Value Congruence on Privacy Concerns

Effect of Value Congruence on Price Premiums

Hypothesis Summary

Chapter 4 - Research Design and Methodology

Research Design

Survey Research

Non-Profit Survey

Structural Equation Modeling (SEM)

ACLU Pilot study

Planned Parenthood and Reachout for Life Pilot Study

Discussion – Dichotomous or Diverse Websites

For-Profit Survey

Web vs. Paper-Based Survey Discussion

Chapter 5 - Data Collection and Analysis

Sample Size

Data Collection

Scale Validation

Cronbach Alpha

Descriptive Statistics

SEM Model Results


Chapter 6 - Conclusions

Practical Implications


Limitations and Future Research

Concluding Comments


Appendix A: Pilot Study—ACLU Survey

Appendix B: Pilot Study—Planned Parenthood Survey

Appendix C: Pilot Study—Reachout for Life Survey

Appendix D: Final Planned Parenthood Survey

Appendix E: Final Reach Out for Life Survey

Appendix F: Final Body Shop Survey

Appendix G: ACLU Pilot Study Results

Appendix H: Covariance Data Matrices

Appendix I: Measurement Model for Confirmatory Factor Analysis

Appendix J: Sample Lisrel Output




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