engleski

Examination of online privacy concern, its antecedents and implications for online purchasing behavior

The purpose of this paper is to examine the effects of individual factors and perceived government online privacy regulation on online privacy concern (OPC) and explore resulting consequences on Internet user behavior in Croatia, a new EU member state. The analysis was performed on a sample of 1, 990 users by using structural equation modelling (SEM). The findings show that desire for information control and perceived government regulation are the most important drivers of OPC, while gender and age are insignificant. As a result of OPC, individuals' tendency to fabricate personal information increases, and attitudes towards online shopping decrease. OPC does not influence online purchases directly, but through attitudes towards online shopping, which drive online purchases. This study confirms that a better government privacy regulation and providing a higher level of control for consumers are necessary for reducing OPC in young democracies.

digital marketing ; online privacy concern ; control ; government online privacy regulation ; attitudes towards online shopping ; consumer online behavior

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