Presentation Formats of Policy Statements on Hotel Websites and Privacy Concerns: A Multimedia Learning Theory Perspective

Lee, Hee “Andy”, Au, Norman and Law, Rob (2013) Presentation Formats of Policy Statements on Hotel Websites and Privacy Concerns: A Multimedia Learning Theory Perspective. Journal of Hospitality and Tourism Research, 37 4: 470-489. doi:10.1177/1096348012436384

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Author Lee, Hee “Andy”
Au, Norman
Law, Rob
Title Presentation Formats of Policy Statements on Hotel Websites and Privacy Concerns: A Multimedia Learning Theory Perspective
Journal name Journal of Hospitality and Tourism Research   Check publisher's open access policy
ISSN 1096-3480
1557-7554
Publication date 2013-11-01
Year available 2012
Sub-type Article (original research)
DOI 10.1177/1096348012436384
Open Access Status File (Author Post-print)
Volume 37
Issue 4
Start page 470
End page 489
Total pages 20
Place of publication Thousand Oaks, United States
Publisher Sage Publications
Language eng
Abstract Information privacy is one of the major reasons that explains why many travelers are hesitant to provide personal information for online reservations. Despite the fact that most hotels provide privacy policy statements on their websites, little research has been done to examine how the format of these privacy statements affects customer trust. Based on the control/restricted theory and cognitive theory of multimedia learning, this study demonstrates how perceived control and learning can affect trust. Participants were shown validated privacy policy statements in a text format or a video format before they rated the trustworthiness of the hotel. The findings from 193 usable samples confirmed that the video was more effective in increasing trust and that it did so by increasing perceived control. The results suggest that hotel companies without a strong brand history can still establish customer trust by providing a well-located, well-executed, and easily understood online video privacy statement. Theoretical and managerial implications are discussed, and future research suggestions are provided.
Keyword Multimedia learning
Online privacy
Perceived control
Trust
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
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