Association for Information Systems AIS Electronic Library (AISeL) WISP 2015 Proceedings Pre-ICIS Workshop on Information Security and Privacy (SIGSEC) Winter 12-13-2015 e Role of Trust and Familiarity in Click-through Intention: A Perception Transfer eory in a Cybersecurity Context Obi Ogbanufe University of North Texas Dan Kim University of North Texas Follow this and additional works at: hp://aisel.aisnet.org/wisp2015 is material is brought to you by the Pre-ICIS Workshop on Information Security and Privacy (SIGSEC) at AIS Electronic Library (AISeL). It has been accepted for inclusion in WISP 2015 Proceedings by an authorized administrator of AIS Electronic Library (AISeL). For more information, please contact elibrary@aisnet.org. Recommended Citation Ogbanufe, Obi and Kim, Dan, "e Role of Trust and Familiarity in Click-through Intention: A Perception Transfer eory in a Cybersecurity Context" (2015). WISP 2015 Proceedings. 21. hp://aisel.aisnet.org/wisp2015/21