Antecedents of Online Privacy Protection Behavior: Towards an Integrative Model

Background

Research has shown that privacy concerns act as a hindrance to the growth of electronic commerce (Hoffman, Novak, & Peralta, 1999; Miyazaki & Fernandez, 2001). In countering privacy concerns, the Federal Trade Commission has primarily relied upon fair information practices to guide privacy regulation in the United States (Milne, 2000). Fair information practices include the following: notice of the firm’s information practices regarding what personal information will be collected and how the collected information will be used; choice or consent regarding the secondary use of the information; accessibility of users to view their own data collected by companies; security of the collected data; and enforcement to ensure that companies comply with fair information practices.