Sight unseen: The role of online security indicators in visual attention to online privacy information

Abstract

Although data privacy is a compelling concern, prior inquiries have found that consumers do not adequately attend to data privacy policies. This research develops a framework delineating the effects of top-down/bottom-up processes and individual consumer differences in the need for cognition (NFC) and perceived control on visual attention to data privacy policies, including influences on perceptions, attitudes, and behavioral intentions. Using eye tracking in an online shopping context, this research finds perceived control interacted with top-down motivation, manipulated through perceived risk in sharing personal information, to affect visual attention toward privacy-related information. Moreover, a privacy policy icon garners more attention than privacy policy text and non-privacy contents on the website. Further, attention to non-privacy contents significantly enhances loan application likelihood and attitude toward the website. These findings demonstrate attention toward privacy information as a function of the dynamic interaction between top-down motivational influences and individual differences in perceived control.