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228 Henderson, Snyder and Byrd<br />
Table 5: Hypotheses and Results<br />
Hypotheses<br />
H1: Higher levels of privacy concerns will result in<br />
lower levels of actual e-commerce activity.<br />
H2: Higher levels of perceived usefulness result in<br />
higher levels of actual e-commerce activity.<br />
H3: The more likely a consumer is to purchase<br />
merchandise or services via mail, telephone, or<br />
over the Inter<strong>net</strong> during the past year, the higher the<br />
level of actual e-commerce use.<br />
H4: The higher the level of privacy concern, the higher<br />
the perceived importance of privacy policies.<br />
H5: The higher the level of actual e-commerce activity,<br />
the more important a consumer will view an<br />
organization’s privacy policy.<br />
H6: There is a positive direct relationship between<br />
consumer privacy concerns and regulatory<br />
preferences.<br />
H7a: Privacy concerns are higher if an individual has<br />
experienced a prior privacy invasion.<br />
H7b: An individual’s actual e-commerce activity<br />
decreases if the individual has experienced a prior<br />
privacy invasion.<br />
H8a: Higher levels of technology knowledge increase the<br />
privacy concerns of an individual.<br />
H8b: Higher levels of technology knowledge increase the<br />
levels of actual e-commerce use.<br />
H9a: Gender, age, and education have a direct impact on<br />
the level of privacy concerns.<br />
H9b:<br />
Gender, age, and education have a direct impact on<br />
the level of actual e-commerce activity.<br />
Results<br />
Not supported<br />
Supported<br />
Supported<br />
Supported<br />
Not supported<br />
Supported<br />
Supported<br />
Not supported<br />
Not supported<br />
Supported<br />
Age – Supported<br />
Education – Supported<br />
Gender – Not supported<br />
Age – Supported<br />
Education – Not supported<br />
Gender - Supported<br />
individuals tend to use the Inter<strong>net</strong> more than older individuals and males tend to use<br />
the Inter<strong>net</strong> more that females.<br />
DISCUSSION<br />
A specific research objective in this study was to examine the relationship<br />
between an individual’s privacy concerns and e-commerce use. More specifically,<br />
the purpose was to ascertain whether privacy policies have an impact on<br />
actual e-commerce activities and whether privacy concerns impact an individual’s<br />
preference for government regulation or industry self-regulation for protection<br />
of personal information. To this end, we proposed and tested a model based on<br />
Copyright © 2003, Idea Group Inc. Copying or distributing in print or electronic forms without written<br />
permission of Idea Group Inc. is prohibited.
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