To Disclose or To Falsify: The Effects of Cognitive Trust and Affective Trust on Customer Cooperation in Contact Tracing

Abstract

Contact tracing involves collecting people’s information to track the spread of COVID-19 and to warn people who have been in the proximity of infected individuals. This measure is important to public health and safety during the pandemic. However, customers’ concerns about the violation of their privacy might inhibit their cooperation in the contact tracing process, which poses a risk to public safety. This research investigates how to facilitate customers’ cooperative behavior in contact tracing based on cognitive trust and affective trust. The findings show that cognitive trust increases people’s willingness to disclose information and reduces their willingness to falsify it, whereas affective trust increases the willingness for both disclosure and falsification. This research contributes to the literature on customer data privacy by illuminating how cognitive and affective trust distinctly influence cooperative behavior, which has important implications for hospitality businesses.