Naslov
Online privacy concern in Croatia: the effect of consumer - and regulatory control factors

Autori
Anić, Ivan-Damir ; Škare, Vatroslav

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
14th International CIRCLE Conference 'Creating and Delivering Value' / Ryding, Daniella ; Krzyzanowska, Magdalena - : Accent Press, 2017, 88-89

ISBN
978-0-9932345-2-1

Skup
14th International CIRCLE Conference

Mjesto i datum
Varšava, Poljska, 19.04.2017. - 21.04.2017

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Digital marketing, online privacy concern, demographic factors, desire for information control ; perceived government online privacy regulation

Sažetak
Technological advances have made the internet an important marketing tool, but have also generated privacy concern among online consumers and internet users over their personal data, which hampers the growth of digital economy and reduces customer value in online environment. Major issue here is to find effective ways how to reduce privacy concern and increase consumers’ confidence in using the internet. Although past research has identified various factors of online privacy concern, the results are not consistent, and much uncertainty still exists, especially in underdeveloped economies. The purpose of this paper is to identify factors that influence consumer online privacy concern (OPC). Examined factors include demographic and individual factors (i.e. gender, age, income and education of respondents, tendency towards sharing private information online – SH), the desire for information control (CTRL), and the perception of the effectiveness government online regulation (REG). The model was tested with the data collected from survey of internet users in Croatia (N= 2.060) by using variance- based structural equations modelling (PLS-SEM). The results show that CTRL and REG are important factors that influence OPC, followed by SH, while the impact of demographic factors is less important. This study confirms that higher levels of control and government intervention in reducing OPC are important in the Croatian online environment. This study contributes to the literature in the field of consumer behavior and digital marketing by integrating and examining the relative effect of individual-level factors, business- and government-level factors on OPC in one model in Croatia, a small, catching-up economy. It also provides some recommendations for policy makers on how to develop more effective policies and practices to reduce OPC.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
This work was fully supported by Croatian Science Foundation under the project 7913.

POVEZANOST RADA