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A structural model of information privacy concerns toward hospital websites

Kuang-Ming Kuo (Department of Healthcare Administration, I-Shou University, Kaohsiung City, Taiwan)
Paul C. Talley (Department of International Business Administration, I-Shou University, Kaohsiung City, Taiwan)
Chen-Chung Ma (Department of Healthcare Administration, I-Shou University, Kaohsiung City, Taiwan)

Program: electronic library and information systems

ISSN: 0033-0337

Article publication date: 6 July 2015

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Abstract

Purpose

The purpose of this paper is to propose and empirically test a theoretical model that considers the predictors of an individual’s perceptions of information privacy, and also how it relates to his/her behavioral intention toward approaching hospital web sites.

Design/methodology/approach

This paper collects data using survey methodology. A total of 331 usable participants are gathered and analyzed via structural equation modeling.

Findings

Significant predictors of information privacy concerns include a stated online privacy policy and a hospital’s reputation. Further, online privacy policy predicts a hospital’s reputation. Finally, hospital reputation and information privacy concerns significantly predict an individual’s behavioral intention toward approaching hospital web sites.

Research limitations/implications

The study confirmed that an online privacy policy and reputation can effectively alleviate specific information privacy concerns; therefore, this may indicate that these two factors should be considered whenever investigating individuals’ information privacy concerns.

Practical implications

To acquire a good reputation and to diminish individuals’ information privacy concerns toward hospital web sites, hospitals should pay attention to the posting of an online privacy policy and communicating such policies to given individuals.

Originality/value

This paper fulfils the gap of exploring the relationship among online privacy policy, organization reputation, and information privacy concerns. Further, the hypothesized model and its findings could also provide useful information for managers who are intent on boosting hospital web site usage frequency patterns.

Keywords

Acknowledgements

This research and paper were supported by National Science Council (Grant No. NSC-101-2410-H-214-008) and I-Shou University (Grant No. ISU-102-S-01), Taiwan (ROC).

Citation

Kuo, K.-M., Talley, P.C. and Ma, C.-C. (2015), "A structural model of information privacy concerns toward hospital websites", Program: electronic library and information systems, Vol. 49 No. 3, pp. 305-324. https://doi.org/10.1108/PROG-02-2014-0014

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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