The marketing literature has continued to examine trust and consumer privacy concern. A 1999 study that examined 17 industries found that improving trust and reducing privacy concern are two distinct approaches to managing consumer information, with the former being a more effective strategy than the latter (Milne & Boza, 1999). However, considering the shifting levels of consumer vulnerability due to technologies, managerial actions, and legal environment in the past two decades, a re-evaluation and extension of their findings is warranted. The current study uses a new and expanded dataset as well as new analytical techniques to re-examine the role of trust and privacy concern in managing consumer information. The new analysis shows that building trust still has a greater effect than reducing privacy concern on consumers' willingness to participate in information markets. Although trust and privacy concern have a negative relationship with each other, we find that privacy concern, paradoxically, is not negatively but positively related to direct marketing usage. This study also assesses the impact of trust and privacy concern across a typology for four quadrants of industries, the relationship of trust and concern with the managerial levels of transparency and control, and the moderating influence of age and sex.

营销文献继续研究信任和消费者隐私问题。1999 年对 17 个行业进行的一项研究发现，提高信任度和减少隐私问题是管理消费者信息的两种截然不同的方法，前者比后者更有效（Milne & Boza，1999）。然而，考虑到过去二十年由于技术、管理行为和法律环境而导致的消费者脆弱性水平的变化，有必要重新评估和扩展他们的发现。当前的研究使用一个新的和扩展的数据集以及新的分析技术来重新审视信任和隐私问题在管理消费者信息中的作用。新的分析表明，建立信任仍然比减少消费者对隐私的担忧产生更大的影响。愿意参与信息市场。尽管信任和隐私关注相互之间存在负相关关系，但我们发现隐私关注与直接营销的使用不是负相关而是正相关。本研究还评估了信任和隐私关注对四个象限行业的类型学的影响、信任和关注与透明度和控制的管理水平的关系，以及年龄和性别的调节影响。