Measures the extent to which a customer trusts a company to handle their data responsibly and reliably. Items capture overall trust, perceived trustworthiness, confidence in the company's conduct, and perceived reliability. Developed through a rigorous process of in-depth interviews, extensive item generation, and iterative testing, drawing partial inspiration from a measure by Palmatier (2008). Used in pre/post-treatment experimental designs measuring trust changes following data privacy interventions. AVEs ranged from .85 to .94.
Martin, K.D., Borah, A., & Palmatier, R.W. (2017). Data privacy: Effects on customer and firm performance. Journal of Marketing, 81(1), 36–58.
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