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Figure 1: Research Model ANTECEDENT VARIABLES PH PERUSE PRIVCON Electronic Commerce and Data Privacy 217 IMPPP ACTUAL REGPREF PRIVACY CONCERNS Privacy is a multidimensional concept. Agranoff (1991) defined information privacy in terms of three issues: data collection, data accuracy, and data confidentiality. Smith et al. (1996) identified four dimensions that constitute the construct “individual privacy concerns” (PRIVCON). The four factors are: collection, unauthorized secondary use, improper access, and errors. The collection dimension involves concern that extensive amounts of PII are collected and stored in databases. Unauthorized secondary use deals with information that is collected for one purpose but is used for another, secondary purpose (internally within the organization collecting the PII) without authorization from the individuals. Improper access is concerned with data about individuals that are available to people without proper authorization from the individual (i.e., information sold or rented to a third party). The last area of concern involves inadequate protections against deliberate and accidental errors in personal data (Smith et al., 1996). The results of several studies, governmental, industry and academic, show that individuals are concerned about the privacy of their personal information (Cranor et al., 1999; Culnan, 1993; Harris et al., 1991, 1994, 1996; Louis et el., 1999; Milberg et al., 1995; Milberg, Smith & Burke, 2000; Smith 1993, 1994; Smith et al., 1996; Stone et al., 1983). ACTUAL E-COMMERCE ACTIVITY Prior research suggests that individuals with higher levels of concern about their information privacy may be more likely to refuse to participate in activities that require them to provide personal information (Smith et al., 1996; Stone et al., 1983). Understanding the behaviors that cause individuals to accept or reject computers Copyright © 2003, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited.
218 Henderson, Snyder and Byrd and systems has been one of the most challenging issues in information systems (IS) research (Swanson, 1988). Previous IS research has used intention models from social psychology as the basis for research on the determinants of user behavior (Davis, Bagozzi, & Warshaw, 1989; Swanson, 1982). In the research model proposed for this study we did not use the behavioral intention, but we used the individuals’ perceptions of their actual e-commerce activity. The research model posits that privacy concerns (attitude) have a direct impact on a consumer’s actual e-commerce activities. Previous research indicates that individuals may take a variety of different actions based on their levels of concern, such as having no intention to provide personal information (Culnan, 1993; Stone & Stone, 1990). Therefore, we hypothesized: H1: Higher levels of privacy concerns will result in lower levels of actual ecommerce activity. The research model in Figure 1 also captures the effect of perceived usefulness (PERUSE) on actual e-commerce activity. The following was hypothesized: H2: Higher levels of perceived usefulness result in higher levels of actual ecommerce activity. Culnan (1993) included a variable to measure whether the respondents had shopped by mail or phone during the previous year. This study also used a variable that gauges a consumer’s proclivity to purchase merchandise (PH) sight unseen. Thus the following hypothesis was proposed: H3: The more likely a consumer is to purchase merchandise or services via mail, telephone or over the Inter<strong>net</strong> during the past year, the higher the level of actual e-commerce use. IMPORTANCE OF PRIVACY POLICY Several studies have looked at the privacy policies of Web sites (Culnan, 1999a, 1999b; FTC, 1998, 1999). In addition, the FTC issued its report, “Privacy Online: Fair Information Practices in the Electronic Marketplace,” as a result of the previous studies (FTC, 2000). Neither study looked at how consumers feel about privacy policies. However, the IBM Multi-National Privacy Survey did examine the relationship between consumers and privacy policies (Louis et al., 1999). This study also examined the relationship between privacy concerns and the importance of privacy policies (IMPPP). Thus, the following hypothesis was proposed: H4: The higher the level of privacy concern, the higher the perceived importance of privacy policies. None of the previous studies have examined the impact of e-commerce usage on the perceived importance of privacy policies (IMPPP). The more PII consumers provide over the Inter<strong>net</strong>, the more vulnerable their data becomes. Thus, the following was hypothesized: Copyright © 2003, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited.
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Acquisition Editor: Mehdi Khosrow-P
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The Economic and Social Impacts of
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vi Preface E-commerce is not new, t
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viii the e-commerce’s experience
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