Information Technology Reference
In-Depth Information
name, and are selective about the information they
provide during online exchanges because they are
aware of the risks involved. Significantly, these
users feel companies in the current marketplace
require excessive or unnecessary information to
complete an online exchange.
Factor II, labeled
privacy active
, illustrates ac-
tive behaviors users undertake relating to privacy.
This factor explains 16.4% of the variance within
the sample (Table 1). Four items load onto this
factor, specifically: seeking detailed information
about privacy policies, demanding detailed infor-
mation before purchasing online, requesting that
firms do not share personal details provided by
the consumer, and regularly changing passwords
to guard their privacy. Those users who take
action to guard their privacy are more likely to
perceive reduced risk. If the benefits of disclos-
ing information outweigh the risks, it is likely
that they will divulge the personal information
required for online subscription or purchasing
transactions (Culnan & Bies, 2003). However, as
Table 1. Dimensionality of e-privacy factors
Privacy Factors
Privacy Statements
Mean*
S.D.
Factor Loadings
I
II
III
Privacy Aware
Selective about providing information
requested for transactions
3.54
1.10
.786
.303
Aware of sensitivity of tax file number
3.39
1.61
.743
Aware of sensitivity of mother's maiden
name
2.38
1.62
.713
Feel online companies require excessive
personal inform
3.34
1.15
-.538
Privacy Active
Ask for detailed privacy policy
information before purchasing online
2.41
1.44
.740
Look for privacy policies
2.04
1.26
.646
.419
Request firms do not share personal
information & details with other
organisations
2.91
1.51
.578
Do not regularly use the same password
3.03
1.18
.425
Privacy Suspicious
Aware companies plan to share
consumers personal information with
other companies
3.64
1.20
-.339
.693
Believe companies privacy policies are
difficult to find
3.00
.99
-.415
.673
Before transacting with businesses
online, they check to ensure e-mail and
phone numbers are provided
3.40
1.52
.570
Eigenvalues
% Variance-Factor
% Variance-Cumulative
14.457
52.210
*All item means display prodimension agreement. Factor loadings of less than .3 have been omitted, and those judged to
constitute a factor (the dominant loadings) are in bold.
21.332
21.332
16.421
37.7543
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