Enhancing consumer perceptions of privacy and trust: a GDPR label perspective
通过两项实证研究，检验GDPR隐私标签（同意型标签和静态标签）对消费者风险感知、控制感、隐私感知及信任度的影响，发现其能提升消费者交易意愿和数据披露意愿。
Purpose The General Data Protection Regulation (GDPR) introduces significant data protection obligations on all organizations within the European Union (EU) and those transacting with EU citizens. This paper presents the GDPR privacy label and uses two empirical studies to examine the effectiveness of this approach in influencing consumers' privacy perceptions and related behavioral intentions. Design/methodology/approach The paper tests the efficacy of two GDPR privacy label designs, a consent-based label and a static label. Study 1 examines the effects of each label on perceptions of risk, control and privacy. Study 2 investigates the influence of consumers' privacy perceptions on perceived trustworthiness and willingness to interact with the organization. Findings The findings support the potential of GDPR privacy labels for positively influencing perceptions of risk, control, privacy and trustworthiness and enhancing consumers' willingness to transact and disclose data to online organizations. Practical implications The findings are useful for organizations required to comply with the GDPR and present a solution to requirements for transparent communications and explicit consent. Originality/value This study examines and demonstrates the efficacy of visualized privacy policies in impacting consumer privacy perceptions and behavioral intentions.