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2011 台 灣 商 管 理 論 與 實 務 研 討 會 論 文 集
編 號 065
題 目 A Study into Web Privacy Policies and Trust Marks
作 者 Yue Jer, Lin
單 位 Department of Accounting Information, Takming University of Science and Technology
摘 要 The goal of this study is to investigate the Web privacy policies and observe the relationship of
between use of trust marks and the quality of the privacy statement for websites. First of all, this
study applied four criteria of notice, access, choice and security that were identified by the FTC
as Fair Information Practice to assess 685 Web sites for the quality of Web privacy policies. The
findings indicated that there were extreme distinctions between different industries and
companies. Meanwhile, there was much diversity in design for Web privacy and security
between sites.
Second, this paper also conducted surveys with several trust seals that have been used frequently
from Websites, including SOSA, TWCA, TRUSTe, HiTrust/VeriSign, BBB Online, and Verified
by VISA. Analyses indicated that 38% of the websites used a trustmark, and that
HiTrust/VeriSign was the most common trustmark used by businesses, particularly in the
industry of airlines, travels, and bookstores. The preferred trustmark varied by industry, with
sports websites preferring Verified by VISA, real estate websites preferring SOSA,
telecommunication websites preferring HiTrust/VeriSign, and travel websites preferring TWCA.
However, BBB Online was never presented and TRUSTe was displayed very rarely.
Results pointed out that there were no relationships between the use of trust marks and the notice
criterion. However, there were very strong relationships between the use of trust marks and the
access and choice criteria for all industries and overall.
Keywords:Web Privacy Policies, Fair Information, Practices, Trust Marks
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