Causes and consequences of consumer online privacy concern

Abstract

Purpose – Past research on internet privacy has examined various aspects of privacy regulation and consumer privacy concerns. The purpose of this paper is to develop a conceptual model that links anteceding environmental factors with the resulting consumer responses using the power‐responsibility equilibrium perspective.Design/methodology/approach – An online survey of 182 net shoppers was conducted whereby respondents were asked to recall a recent web site registration that required them to provide personal information online.Findings – The results indicate that robust perceived business policies and governmental regulation reduce consumer privacy concern. More interestingly, the data show that a perceived lack of business policy or governmental regulation will result in consumers attempting to regain power balance through a variety of responses. As predicted, increased concern resulted in higher power‐enhancing responses such as the fabrication of personal information, use of privacy‐enhancing technolog...