www.sharexxx.net - free books & magazines

Figure 2: Final Model
TK
Gender
Age
Education
PIE
PH
PERUSE
.165
(2.296)
-.224
(3.145)
-.229
(2.670)
Electronic Commerce and Data Privacy 225
PRIVCON
-.056
(.804)
ACTUAL
.424
(6.195)
-.129
(1.804)
.264
(3.589)
.153
(2.060)
IMPPP
REGPREF
One of the two parts to H7 was supported. H7a was supported (coefficient =
.333, t = 4.332), indicating that if an individual has experienced a privacy invasion
experience, he or she will be more concerned with the protection of their personal
data. H7b was not supported (coefficient = -.038, t = .522), indicating that even a
privacy invasion experience will not keep an individual from participating in ecommerce
over the Internet.
Only one of the two-part H8 was supported. H8a (coefficient = -.011, t =
.141) was not supported. Increased technology knowledge did not have a
significant effect on privacy concerns. However, higher levels of technology
knowledge do tend to significantly increase actual e-commerce use (H8b;
coefficient = .185, t = 2.681).
H9a was partially supported. Age and education had a significant effect on the
level of privacy concerns (coefficient = .170, t = 2.154; coefficient = -.170, t = 2.130;
respectively). Gender did not significantly impact the level of privacy concern
(coefficient = .066, t = .884). H9b was also partially supported. Education does not
have a significant impact on the actual level of e-commerce activity (coefficient =
.107, t = 1.506). Age and gender did impact the level of actual e-commerce activity
(coefficient = -.145, t = 2.035; coefficient = .166, t = 2.475; respectively). Younger
Copyright © 2003, Idea Group Inc. Copying or distributing in print or electronic forms without written
permission of Idea Group Inc. is prohibited.