Issues of Trust and Control
Over the past 10 years or so, I’ve gone from not generally making purchases or otherwise disclosing personal information online to regularly doing so. I’m sure this is the case for many people—online purchasing and using the Internet for social networking has required us to become more comfortable with it, or retreat. In this week’s reading “Privacy, Trust, and Disclosure Online,” Carina Paine Schofield and Adam Joinson examine the complex relationship between privacy and trust and our resulting willingness to disclose information in an online environment. A lot of what they covered seemed like common sense to me. Perceived privacy contributes to trust; both are necessary for us to be willing to disclose information online.
Schofield and Joinson’s explanation of the different aspects of trust stood out to me as being particularly relevant to my own evaluation of a company’s online presence. I think I regularly (if subconsciously) make judgments about companies based on the following.
- Ability, or the knowledge or competence of the company and its ability to handle my information appropriately.
- Integrity, or the belief that the company is honest, reliable, and credible.
- Benevolence, or the extent to which the company is doing right by me.
It’s almost common sense; I wouldn’t do business with someone face-to-face if I didn’t think they were competent and capable, honest and credible, and were taking my interests into account. Why should it be any different online? Admittedly, the stakes are higher in many ways online. After all, we’re leaving behind information about ourselves that doesn’t go away—ever.
I think that’s why providing users with a sense of control is especially important. Schofield and Joinson explain, “…where possible, users should be provided with control over whether to disclose personal information and the use of that personal information once disclosed” (p. 26). When we can decide whether we “prefer not to disclose” answers to certain questions, or whether we only populate the required fields, we maintain some degree of control. (For me, being able to indicate that I don’t want to receive email offers is one control option I greatly appreciate!)