ABSTRACT Although users are likely to seek external information sources regarding brand awareness and social norms to evaluate a cyber service, the effects of external information sources on privacy risk perceptions are unknown. This study examined how external information sources affect users’ perceptions of cyber privacy risk. Structural equation modeling was used to test the study hypotheses. The findings indicated that social norms directly and indirectly (through perceived effectiveness of a privacy policy and perceived control over information disclosure) negatively influenced perceived cyber privacy risk; however, brand awareness only indirectly affected perceived cyber privacy risk through perceived effectiveness of a privacy policy and perceived control over information disclosure. In developing programs that reduce users’ perceptions of risks associated with personal information disclosure, e-marketers should enhance users’ perception of the effectiveness of privacy policies and perceived control over information disclosure from the perspective of external information sources.

中文翻译：

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品牌意识和社会规范对用户感知网络隐私风险的影响

摘要 尽管用户可能会寻求有关品牌知名度和社会规范的外部信息源来评估网络服务，但外部信息源对隐私风险感知的影响尚不清楚。本研究考察了外部信息源如何影响用户对网络隐私风险的看法。结构方程模型用于检验研究假设。调查结果表明，社会规范直接和间接（通过感知隐私政策的有效性和感知信息披露控制）对感知网络隐私风险产生负面影响；然而，品牌意识只是通过感知隐私政策的有效性和感知对信息披露的控制间接影响感知的网络隐私风险。