A Fairness Heuristic Analysis of the Primacy Effect of Reputation on Perceived of Privacy Policy and Privacy Seals

When faced with the risk-benefit dilemma in online era, how would users make their decisions by procedural justice information as distributive justice information is uncertain? The literature implied reputation, privacy policy and seals can be regarded as the factors, which would eliminate users’ privacy concern, build trust and incentivize transaction. However, research-to- date is lacking of a comprehensive model to indicate practitioners whenever and however which factor is the core compared with others or their efforts are equal. Drawing upon the fairness heuristic theory, this paper explores the impact of the three factors on them. The results from an experimental study show that the primacy effects of reputation on perceived of privacy policy and seals exist. Theoretical and practical implications arising from our results were offered