An online information privacy culture: A framework and validated instrument to measure consumer expectations and confidence

Information privacy concerns extend to the online environment with consumers having different expectations towards privacy. While privacy is regulated in many countries the perception of online consumers, the privacy culture, vary as indicated in various global surveys. This research aims to develop a validated instrument that can be used to measure the online information privacy culture of consumers. For this purpose a conceptual Online Information Privacy Culture Index Framework (OIPCIF) is proposed based on the Fair Information Practice Principles (FIPPs) and the OECD privacy guidelines. The Online Information Privacy Culture Index Questionnaire (OIPCIQ) is conceptualized and validated using factor and item analysis. The OIPCO was rolled out in South Africa as the first participating country in the study for which recommendations are made based on the outcomes.