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purchasing
(H5). Results (Table 3) show that
only the negative influence of
perceived risk
is
statistically significant. To establish that there
were no influences on
online subscription and
purchasing
from
privacy awareness
and
privacy
suspicious
, multinomial logistic regression was
also undertaken that included all four constructs.
Only
perceived risk
was found to be a significant
influence. Table 4 provides a summary of the
results of the hypotheses.
valid scale of online privacy, we have contributed
beyond the initial stages of conceptualisation in
this domain to defining types and a suggested
sequential relationship between these types. This
development has implication for businesses that
can use these findings to enhance satisfaction
with their privacy policies through the hierarchy
of effects model.
Next, we address the relationships within the
hierarchy and the impacts on online behavior.
The extent of end users' awareness of threats to
privacy in the online environment was found to
be positively related to their privacy suspicious
attitudes, successfully establishing the initial
relationship in the privacy hierarchy
.
Suspicion
lessens the extent to which end users will be naïve
to the dangers of online privacy infringements
and likely increases appreciation of those Web
sites that provide the credible assurances that they
seek. Consequently, businesses themselves need
to be aware of consumer privacy expectations
and openly provide this information online. As
the explanatory power of privacy awareness on
discussion
This study provides new understanding of the
typologies of e-privacy in the context of expert
online household end users. Specifically, results
indicated that different online privacy types exist:
privacy aware, privacy suspicious, and privacy
active. Importantly, the presence of a privacy
hierarchy of effects has been identified where
awareness leads to suspicion, which subsequently
leads to active behavior. While Buchanan et al.
(2007) have recently developed a psychometrically
Table 4. Summary of results of hypotheses
H1a:
The extent of end users' awareness of threats to privacy in the online
environment will be positively related to their privacy suspicious attitudes.
Supported
H1b:
The extent of end users' privacy suspicious attitudes will be positively
related to their online privacy active behavior.
Supported
H1c:
No direct relationship will be found between privacy awareness and online
privacy active behavior.
Supported
H2a:
The extent of end users' awareness of threats to privacy in the online
environment will be positively related to perceived risk.
Not Supported
H2b: The extent of end users' suspicious attitudes towards company online
behavior will be positively related to perceived risk.
Supported
H3:
The extent of end users' perceived risk will be positively related to active
online privacy protection behavior.
Supported
H4:
The extent of end users' active online privacy protection behavior will be
positively related to online subscription and purchasing behavior.
Not supported
H5:
The extent of end users' perceived risk will be negatively related to online
subscription and purchasing behavior.
Supported
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