Seigneur and Jensen (2004) recognise a link and conflict between these two concepts.
Both concepts are concerned with knowledge about an individual (Seigneur and Jensen,
2004). Knowledge must be shared in order for trust to exist, while privacy is concerned
with protecting or containing knowledge. Conflict can emerge in striving for these desired
ends. In order to achieve trust, information must be shared between two entities; the more
knowledge is shared the greater the bond of trust that can be formed (Seigneur and Jensen,
2004). However the sharing of information openly between two entities in turn will lead
to a loss of privacy to either or both parties (Seigneur and Jensen, 2004). While conflict
exists the reality is trust and privacy are inextricably linked. Metzger (2004: 1) argues ‘trust
is perhaps the most important influence on information disclosure’. Privacy, in turn, is
strongly linked to control. An individual has control over their personal information and
must be willing to release control in order to part with, or openly disclose, personal information.A certain level of trust must exist for individuals to be willing to sacrifice control over their information, or they will seek something of value in return (Olivero and Lunt,2004). As privacy concerns rise trust levels will be affected, which in turn will restrict interactionsand exchanges between entities and vice versa.