Investigating the relationship between internet privacy concerns and online purchase behavior

Many organizations now emphasize the use of technology that can help them get closer to consumers and build ongoing relationships with them. The ability to compile consumer data profiles has been made even easier with Internet technology. However, it is often assumed that consumers like to believe they can trust a company with their personal details. Lack of trust may cause consumers to have privacy concerns. Addressing such privacy concerns may therefore be crucial to creating stable and ultimately profitable customer relationships. Three specific privacy concerns that have been frequently identified as being of importance to consumers include unauthorized secondary use of data, invasion of privacy, and errors. Results of a survey study indicate that both errors and invasion of privacy have a significant inverse relationship with online purchase behavior. Unauthorized use of secondary data appears to have little impact. Managerial implications include the careful selection of communication channels for maximum impact, the maintenance of discrete “permission-based” contact with consumers, and accurate recording and handling of data.

National culture, trust and internet privacy concerns

A major inhibitor to e-commerce stems from the reluctance consumers have to complete transactions because of concern over the use of private information divulged in online transaction processing. Because e-commerce occurs in a global environment, cultural factors are likely to have a significant impact on this concern. Building on work done in the area of culture and privacy, and also trust and privacy, we explore the three way relationship between culture, privacy and trust. Better, more appropriate, and contemporary measures of culture have recently been espoused, and a better understanding and articulation of internet users information privacy concern has been developed. We present the results of an exploratory study that builds on the work of Milberg, Gefen, and Bellman to better understand and test the effect that national culture has on trust and internet privacy.

Context obfuscation for privacy via ontological descriptions

Context information is used by pervasive networking and context-aware programs to adapt intelligently to different environments and user tasks. As the context information is potentially sensitive, it is often necessary to provide privacy protection mechanisms for users. These mechanisms are intended to prevent breaches of user privacy through unauthorised context disclosure. To be effective, such mechanisms should not only support user specified context disclosure rules, but also the disclosure of context at different granularities. In this paper we describe a new obfuscation mechanism that can adjust the granularity of different types of context information to meet disclosure requirements stated by the owner of the context information. These requirements are specified using a preference model we developed previously and have since extended to provide granularity control. The obfuscation process is supported by our novel use of ontological descriptions that capture the granularity relationship between instances of an object type.