Information Technology Reference
In-Depth Information
Chapter II
Understanding the Impact
of Household End Users'
Privacy and Risk Perceptions
on Online Behavior
Judy Drennan
Queensland University of Technology, Australia
Gillian Sullivan Mort
Griffith University, Australia
Josephine Previte
The University of Queensland, Australia
abstraCt
This chapter reports research concerning privacy, risk perceptions, and online behavior intentions on
a sample of expert household end users. Findings include identification of (1) an e-privacy typology,
consisting of “privacy aware,” “privacy suspicious,” and “privacy active” types, and (2) an e-privacy
hierarchy of effects. Results suggest the presence of a privacy hierarchy of effects where awareness
leads to suspicion, which subsequently leads to active behavior. Perceived risk was found to interact
with the e-privacy hierarch and to have a strong negative influence on the extent to which respondents
participated in online subscription and purchasing. A key finding was that privacy active behavior which
was hypothesised to increase the likelihood of online subscription and purchasing was not found to be
significant. The chapter concludes with a number of important implications for managers, and directions
for future research are discussed.
Search WWH ::
Custom Search