Meckel, M., Hoffmann, C.P. & von Kaenel, A. (2010). Sicherheit vs. Privatheit: Vertrauensfaktoren im Umgang mit Daten und Konsequenzen für die digitale Identität. Hamburg: ISPRAT.

In recent years, a growing discrepancy can be observed among Internet users with regard to the handling of personal data. On the one hand, personal data is voluntarily shared in (supposedly) private forums and social networks in an almost exhibitionistic manner. Young users in particular are putting enormous amounts of personal information online that previously belonged in the private sphere. Vor allem junge Nutzer stellen enorme Mengen persönlicher Informationen ins Netz, die bislang in die Privatsphäre gehörten. The media regularly raise the issue of data protection and the right to privacy in the context of online communication. But why are Internet users willing to disclose their personal data to certain websites but not to others? What are the implications for contemporary electronic identity management? One thing is certain: On the Internet, user trust is proving to be a critical success factor – trustworthy handling of personal data can be regarded as the basis for economic value creation on the Internet. Against this background, the =mcminstitute – sponsored by ISPRAT – conducted a multi-stage survey among German Internet users and providers of online applications with the aim of analyzing those factors that promote Internet users’ willingness to use an application and provide it with personal data.
Based on a systematic analysis of previous research results and a well-founded empirical survey, seven factors in particular could be identified
that increase trust in Internet offerings: Reciprocity, Brand & Design, Customer Service, User Control, Third Party Endorsements, Real World Relevance, and Technical Reliability. The following pages describe these factors in detail, as well as their implications for the introduction and communication of modern electronic identity management offerings.