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Westin Trust Definition

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Trust is the confidence in which consumers’ believe that the merchant does not use the consumers’ data in any way that can be harmful for the customer (Geyskens et al. 1996), (Rousseau et al. 1998). Trust is therefore strongly correlated with privacy. Westin A. F (1968), states privacy is about whether an individual beliefs personal information is shared with others. Parent (1983), continous on the definition of Westin A. F. (1968) by defining privacy as: The condition of not having undocumented personal information known or possessed by others”. Location-Based Advertising only works if the user shares his location with the organization (Mobile Marketing Association, 2011). The number of applications that use the consumer’s location is rapidly

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