User Privacy Concerns for E-Commerce

User Privacy Concerns for E-Commerce

Kim-Phuong L. Vu (California State University – Long Beach, USA) and Robert W. Proctor (Purdue University, USA)
DOI: 10.4018/978-1-4666-9787-4.ch125
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Main Focus Of The Article

Individuals show various levels of privacy concerns when it comes to E-commerce. Ackerman, Cranor, and Reagle (1999) gave participants four scenarios in which they had to indicate whether they were comfortable providing various types of personal information. A majority of users were very comfortable with providing general information (e.g., favorite food) and somewhat comfortable with providing directory-type information (name, address, e-mail), but they were uncomfortable with providing financial and health information (e.g., credit card, health status). For questions relating to the users’ general attitudes regarding providing personal information, Ackerman et al. concluded that users can be classified as

  • 1.

    Marginally concerned,

  • 2.

    Privacy fundamentalists (users who are very concerned with privacy), or

  • 3.

    Pragmatic (users whose concerns vary as a function of the type of transaction being performed).

Key Terms in this Chapter

Privacy Seals: Logos of agencies certifying that a site is providing a level of privacy protection.

Web Self-Efficacy: A person’s assessment as to her or his ability to interact effectively with the Web.

Privacy Policy: The stated privacy procedures followed by an online organization with regard to personal information that is collected and maintained by the organization.

Trust: Belief in the reliability and truth of the online venue that is providing the service.

Online Security: The secure display, storage, and transfer of information online.

E-Commerce: Platform for purchasing goods or services online.

Privacy Agent: Online software that checks a web site’s privacy policy against a user’s stated privacy preferences.

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