Informerat samtycke ur ett kommunikativt perspektiv - En kvantitativ studie om kommunikativa faktorers betydelse för skapandet av en förtroendeingivande kommunikationsinsats i en digitaliserad samtid

Sammanfattning: This study aims to investigate individuals' trust to informed valid consent on digital platforms and enlighten the relation between trust and communication. The research question of this study aims to answer what communicative elements an organization should take into account to communicate informed valid consent in a trustful manner. With a positivistic approach and through a variable-oriented quantitative method, the data collection is based on a survey study. The empirical results indicate several significant relations. Further, the result demonstrates a negative relation between the variable transparency and informed valid consent, whereas the variables internet usage, knowledge of cookies, service quality, and usability illustrate positive relations. Additionally, the analysis identifies that Digital Natives have higher trust to informed valid consent, than Digital Immigrants. The conclusion is therefore that the communicative elements that are of importance for an organization to take into consideration are transparency, service quality, usability, as well as age, internet usage, and knowledge of cookies. In summary, this study contributes to the field of strategic communication by identifying informed valid consent as one additional important communication effort for an organization to take into account. Further, this study contributes to enlighten concrete elements that can be of importance when communicating of a trustful informed valid consent. Practically, this can be of interest to businesses, organizations, and authorities with a digital platform. Lastly, based on the result of this study, further research within the field of strategic and digital communication that studies informed valid consent from different perspectives and methods is both requested and encouraged.