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

on behavioral intentions (including information disclosure), and the influence of value congruence on the behavioral intentions of consumers.

The rest of this book proceeds as follows. First, a literature review on trust, value congruence, and privacy is presented. Here we also discuss the role played by perceived business values in the marketplace using some well-publicized cases as examples. We then present our arguments for the effects of value congruence on trust, trust on behavioral intentions, and value congruence on behavioral intentions. Our research design, methodology, and results are then presented, followed by their discussions and implications. An appendix can be found at the end with surveys used during the development process and the final survey used in the research as well as information allowing for the replication of this work.