Naslov
Extended model of online privacy concern: what drives consumers’ decisions?

Autori
Anić, Ivan-Damir ; Budak, Jelena ; Rajh, Edo ; Recher, Vedran ; Škare, Vatroslav ; Škrinjarić, Bruno

Izvornik
Online information review (1468-4527) 43 (2018), 5; 799-817

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
online privacy concern ; internet ; consumer behaviour

Sažetak
Purpose - The purpose of this paper is to investigate the relationship between individual and societal determinants of online privacy concern and behavioural intention of Internet users. The study also aims to assess the degree of reciprocity between consumers’ perceived benefits of using the Internet and their online privacy concern in the context of their decision making process in the online environment. Design/methodology/approach - The study proposes comprehensive model for the analysis of antecedents and consequences of online privacy concern. Empirical analysis is performed using the PLS-SEM approach on a representative sample of 2060 Internet users. Findings - The findings show that computer anxiety and perceived quality of regulatory framework are significant antecedents of online privacy concern, while traditional values and inclinations toward security, family and social order, and social trust are not. Furthermore, the study reveals that perceived benefits of using the Internet are the predominant factor explaining the intention to share personal information and adopt new technologies, while online privacy concern dominates in explanation of protective behaviour. Research limitations/implications - Although we tested an extended model, there might be other individual characteristics driving the level of online privacy concern. This research covers just one country and further replications should be conducted to confirm findings in diverse socio-economic contexts. It is impossible to capture the real behaviour with survey data, and experimental studies may be needed to verify the research model. Practical implications - Managers should work towards maximizing perceived benefits of consumers’ online interaction with the company, while at the same time being transparent about the gathered data and their intended purpose. Considering the latter, companies should clearly communicate their compliance with the emerging new data protection regulation. Originality/value - New extended model is developed and empirically tested, consolidating current different streams of research into one conceptual model.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA