Attitude to disclose personal information in the internet

Abstract

The Internet is well known as a way to collect customers`` personal information for direct or database marketing. The success of marketing absolutely depends on the reliability of the gathered information from customers. However, the database or direct marketing face difficulties since most of customers have concerns on their own privacy. They are reluctant to give personal information. A significant problem is the privacy of the Internet. To relieve the concern, a trustful relationship should be made. This study examined how much the three trust production mechanisms can help increase Internet users`` willingness to disclose their personal information. The result shows that institutional trust is the best and fast way. That is, the reliable third parties can help all the company make trust in the market. The trust let customers feel comfortable to give their personal information while using the Internet. Therefore, third parties should be established to assure online-service providers ultimately gather the valuable information and boost direct marketing.