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Privacy, Risk Perception, and Expert Online Behavior: An Exploratory Study of Household End Users

Privacy, Risk Perception, and Expert Online Behavior: An Exploratory Study of Household End Users

J. Drennan, G. Sullivan, J. Previte
Copyright: © 2006 |Volume: 18 |Issue: 1 |Pages: 22
ISSN: 1546-2234|EISSN: 1546-5012|ISSN: 1546-2234|EISBN13: 9781615200894|EISSN: 1546-5012|DOI: 10.4018/joeuc.2006010101
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MLA

Drennan, J., et al. "Privacy, Risk Perception, and Expert Online Behavior: An Exploratory Study of Household End Users." JOEUC vol.18, no.1 2006: pp.1-22. http://doi.org/10.4018/joeuc.2006010101

APA

Drennan, J., Sullivan, G., & Previte, J. (2006). Privacy, Risk Perception, and Expert Online Behavior: An Exploratory Study of Household End Users. Journal of Organizational and End User Computing (JOEUC), 18(1), 1-22. http://doi.org/10.4018/joeuc.2006010101

Chicago

Drennan, J., G. Sullivan, and J. Previte. "Privacy, Risk Perception, and Expert Online Behavior: An Exploratory Study of Household End Users," Journal of Organizational and End User Computing (JOEUC) 18, no.1: 1-22. http://doi.org/10.4018/joeuc.2006010101

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Abstract

Advances in online technologies have raised new concerns about privacy. A sample of expert household end users was surveyed concerning privacy, risk perceptions, and online behavior intentions. A new e-privacy typology consisting of privacy-aware, privacy-suspicious, and privacy-active types was developed from a principal component factor analysis. Results suggest the presence of a privacy hierarchy of effects where awareness leads to suspicion, which subsequently leads to active behavior. An important finding was that privacy-active behavior that was hypothesized to increase the likelihood of online subscription and purchasing was not found to be significant. A further finding was that perceived risk had a strong negative influence on the extent to which respondents participated in online subscription and purchasing. Based on these results, a number of implications for managers and directions for future research are discussed.

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