eCRM: Understanding Internet Confidence and the Implications for Customer Relationship Management

Abstract

As we enter the 21st century many firms implementing Customer Relationship Management strategies have turned to the Internet as a primary means for collecting consumer data. Consequently, understanding when consumers are willing to comply with data requests has become increasingly important to e-marketers. However, current research has failed to explore how self-confidence with using the Internet impacts a consumer’s willingness to provide personal information online. Therefore, this chapter reports findings from an online consumer panel survey designed to investigate how perceived Internet confidence influences consumer attitudes toward divulging personal information and their willingness to comply with data requests online (n=500). The results largely support the notion that enhancing Internet confidence can lead to more favorable attitudes toward information requests and increased willingness to provide information.