Contents lists available at ScienceDirect Government Information Quarterly journal homepage: www.elsevier.com/locate/govinf Information privacy in e-service: Effect of organizational privacy assurances on individual privacy concerns, perceptions, trust and self-disclosure behavior Chantal Mutimukwe a,b, ⁎ , Ella Kolkowska a , Åke Grönlund a a School of Business, Örebro University, Sweden b School of ICT, University of Rwanda, Rwanda ABSTRACT The increasing use of the Internet for service delivery has paralleled an increase of e-service users' privacy concerns as technology offers ample opportunities for organizations to store, process, and exploit personal data. This may reduce individuals' perceived ability to control their personal information and increase their perceived privacy risk. A systematic understanding of individuals' privacy concerns is important as negative user perceptions are a challenge to service providers' reputation and may hamper service delivery processes as they influence users' trust and willingness to disclose personal information. This study develops and validates a model that examines the effect of organizational privacy assurances on individual privacy concerns, privacy control and risk perceptions, trust beliefs and non-self-disclosure behavior. Drawing on a survey to 547 users of different types of e-services – e-government, e-commerce and social networking – in Rwanda, and working within the framework of exploratory analysis, this study uses partial least square-structural equation modeling to validate the overall model and the proposed hypotheses. The findings show that perceptions of privacy risks and privacy control are antecedents of e-service users' privacy concerns, trust and non-self- disclosure behavior. They further show that the perceived effectiveness of privacy policy and perceived effectiveness of self-regulations influence both perceptions of privacy risks and control and their consequences; users' privacy concerns, trust and non-self-disclosure behavior. The hypotheses are supported differently across the three types of e-services, which means that privacy is specific to context and situation. The study shows that the effect of privacy assurances on trust is different in e- government services than in other services which suggest that trust in e-government may be more complex and different in nature than in other contexts. The findings serve to enhance a theoretical understanding of organizational privacy assurances and individual privacy concerns, trust and self-disclosure behavior. They also have implications for e-service providers and users as well as for regulatory bodies and e-services designers. 1. Introduction Advances in information technology present considerable promise to organizations as the Internet becomes a practical and effective means to deliver services electronically; e-services. E-services from both pri- vate and government organizations include a considerable collection of information about service users, both for the purpose of managing service delivery and for improving the service. While this may be beneficial for both providers and users, increased collection of personal data is sensitive. Privacy concerns due to sensitivity of personal in- formation are a top issue for users (Hong & Thong, 2013). And these concerns are increasing; a recent survey covering 25 countries showed that over half of respondents are more concerned about their online privacy than they were 1 year earlier (CIGI & Ipsos, 2018). There are many factors that may create privacy concerns on the part of users including, but not limited to, unauthorized access, secondary use, and interception of personal information and misuse of such in- formation (Hong & Thong, 2013; Smith, Milberg, & Burke, 1996). Dinev and Hart (2004) summarized those factors and suggested two main antecedents of privacy concerns; perceived potential privacy risk when personal information is revealed, and perceived loss of ability to control the submitted personal information. Perceptions of privacy control and risks not only increase users' privacy concerns, but can potentially create a situation where users distrust organizations and hesitate to disclose personal information (Abri, Mcgill, & Dixon, 2009; Libaque- Saenz, Chang, Kim, Park, & Rho, 2016; Malhotra, Kim, & Agarwal, 2004). Hence, it is important that organizations are capable of building trust and encouraging users to share personal information. To do that, organizations need to understand how users conceive the privacy as- surance mechanisms provided and how these mechanisms are linked to factors that affect users' decisions to disclose personal information (Chang, Wong, Libaque-Saenz, & Lee, 2018), such as perceptions of privacy control and risks, privacy concerns, trusting belief and behavior related to personal information disclosure. Therefore, a comprehensive understanding of how organizational privacy assurances can be related to users' privacy concerns, perceptions, and trust and information https://doi.org/10.1016/j.giq.2019.101413 Received 21 February 2019; Received in revised form 19 September 2019; Accepted 23 September 2019 ⁎ Corresponding author at: School of Business, Örebro University, Sweden. E-mail address: chantal.mutimukwe@oru.se (C. Mutimukwe). Government Information Quarterly xxx (xxxx) xxxx 0740-624X/ © 2019 Elsevier Inc. All rights reserved. Please cite this article as: Chantal Mutimukwe, Ella Kolkowska and Åke Grönlund, Government Information Quarterly, https://doi.org/10.1016/j.giq.2019.101413