Understanding the Impact of Household End Users' Privacy and Risk Perceptions on Online Behavior

Understanding the Impact of Household End Users' Privacy and Risk Perceptions on Online Behavior

Judy Drennan (Queensland University of Technology, Australia), Gillian Sullivan Mort (Griffith University, Australia) and Josephine Previte (The University of Queensland, Australia)
DOI: 10.4018/978-1-59904-295-4.ch002
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Abstract

This chapter reports research concerning privacy, risk perceptions, and online behavior intentions on a sample of expert household end users. Findings include identification of (1) an e-privacy typology, consisting of “privacy aware,” “privacy suspicious,” and “privacy active” types, and (2) an e-privacy hierarchy of effects. Results suggest the presence of a privacy hierarchy of effects where awareness leads to suspicion, which subsequently leads to active behavior. Perceived risk was found to interact with the e-privacy hierarch and to have a strong negative influence on the extent to which respondents participated in online subscription and purchasing. A key finding was that privacy active behavior which was hypothesised to increase the likelihood of online subscription and purchasing was not found to be significant. The chapter concludes with a number of important implications for managers, and directions for future research are discussed.

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