Online Privacy: Consumer Concerns and Technological Competence

Online Privacy: Consumer Concerns and Technological Competence

Pushkala Raman (Florida State University, USA) and Kartik Pashupati (Southern Methodist University, USA)
Copyright: © 2005 |Pages: 26
DOI: 10.4018/978-1-59140-372-2.ch010
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The primary research objectives of this chapter are to: (a) investigate consumer attitudes to the invasion of online privacy, and (b) discover coping strategies used by consumers when they are online. Using a grounded theory approach, a framework of how consumers deal with online privacy concerns was developed from the analysis of six focus groups across gender and age segments. The framework suggests that people differ in their level of self-perceived technological competence (SPTC), which in turn determines their level of concern and coping strategies used. We define SPTC as a subjective self-rating of how much individuals know about technology, and how comfortable they feel with it. The level of SPTC appears to differentiate the online behaviors and privacy concerns of consumers. People with low levels of SPTC tend to be more concerned about privacy invasion, feel more comfortable with offline interactions, reduce their Internet usage, and seek regulatory solutions to privacy invasion threats. People with higher levels of SPTC are more willing to accept the risks of being online, and tend to be cautious in their online dealings without foregoing the benefits of the Internet. This group is also more likely to know about and use features such as security locks, and Internet seals of approval.

Complete Chapter List

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Table of Contents
Sandeep Krishnamurthy
Chapter 1
Nick V. Flor
A social oracle is a particular kind of software agent that outputs social information. The information provided by a social oracle is typically for... Sample PDF
Social Oracles as Advertising Tools in Programmable Businesses
Chapter 2
Ram D. Gopal, Arvind K. Tripathi, Zhiping D. Walter
By any measure, e-mail turns out to be one of most effective and useful features offered by the Internet. However, by providing an unprecedented... Sample PDF
Economic Issues in Advertising via E-Mail: Role for a Trusted Third Party?
Chapter 3
Penelope Markellou, Maria Rigou, Spiros Sirmakessis
As the Web is growing exponentially, online marketing has been changed by the newly provided technological capacities and digital channels of sales.... Sample PDF
Web Personalization for E-Marketing Intelligence
Chapter 4
Rachel McLean, Nigel M. Blackie
This chapter constructs the concept of e-commerce as knowledge management. The socially constructed approach to knowledge management is adopted.... Sample PDF
E-Commerce as Knowledge Management: Managing Consumer Service Quality
Chapter 5
Jan Nordman, Veronica Liljander
Until recently, mobile services, i.e., services that are offered to consumers on their mobile phones, have been overshadowed by their counterpart... Sample PDF
MSQ-Model: An Exploratory Study of the Determinants of Mobile Service Quality
Chapter 6
Kyle B. Murray
As customers gain Web site-specific skills they come to perceive the Web site differently and more favourably than inexperienced customers. This is... Sample PDF
Experiencing Quality: The Impact of Practice on Customers' Preferences for and Perceptions of Electronic Interfaces
Chapter 7
Mark P. Sena, C. Edward Heath, Michael A. Webb
Buyers on eBay commonly rely on seller feedback ratings to determine bidding strategies.  Various studies have examined the impact of eBay’s... Sample PDF
The Impact of eBay Ratings and Item Descriptions on Auction Prices: A Comparison of Designer Watches and DVDs
Chapter 8
Shenja van der Graaf
This chapter signals the implications of a shift in production and distribution practices of online advertising in an age of computer... Sample PDF
Viral Experiences: Do You Trust Your Friends?
Chapter 9
Kim Sheehan
Past research has indicated that public opinion polls can have a strong effect on public policy decisions. Since the advent of a commercialized... Sample PDF
Public Opinions of Online Privacy: Definitions, Assessment and Implications for Industry and Public Policy
Chapter 10
Pushkala Raman, Kartik Pashupati
The primary research objectives of this chapter are to: (a) investigate consumer attitudes to the invasion of online privacy, and (b) discover... Sample PDF
Online Privacy: Consumer Concerns and Technological Competence
Chapter 11
Charles F. Hofacker, Jamie Murphy
Unlike most traditional media, the Internet is both digital and interactive. Here we do not simply refer to interactions between consumers and a Web... Sample PDF
Using Server Log Files and Online Experiments to Enhance Internet Marketing
Chapter 12
Nikhilesh Dholakia, Jounghae Bang, Ruby Roy Dholakia
Customers vary in their needs, and their wants change swiftly. The Internet and allied technologies enable customers to locate and obtain a variety... Sample PDF
CRM, KDD and Relationship Marketing: Requisite Trio for Sustainable E-Marketing
Chapter 13
Fiona Sussan
The introduction of the Internet medium has accelerated changes in marketing communications. This chapter proposes an Interactive Marketing... Sample PDF
An Interactive Marketing Communications Model in New Product Diffusion
Chapter 14
Kirk St.Amant
The global diffusion of the Internet has resulted in a new degree of access to international markets. Creating successful online materials for... Sample PDF
A Rhetorical-Prototype Mechanism for Creating International E-Marketing Materials
Chapter 15
Ronald E. Goldsmith, Barbara A. Lafferty
Innovativeness is a willingness to try new things. Combined with other factors, innovativeness leads consumers to be among the first to adopt new... Sample PDF
How Innovativeness Influences Internet Shopping
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