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

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List of Figures and Illustrations

Figure 1. Model of Trust

29

Figure 2. Model for Hypothesis 1 (H1)

31

Figure 3. Effect of Trust on Information Disclosure

34

Figure 4. Effect of Trust on Price Premiums

34

Figure 5. Effect of Value Congruence on Information Disclosure

36

Figure 6. Effect of Value Congruence on Price Premiums

37

Figure 7. Value Congruence Trust Model

38

Figure 8. Structural Equation Model

62

Figure 9. Aggregate SEM Model Results

65

Figure 10. Planned Parenthood SEM Model Results

66

Figure 11. Reachout for Life SEM Model Results

68

Figure 12. The Body Shop International SEM Results

69

Figure 13. ACLU Pilot Study Results

110