The influence of privacy awareness and privacy self-efficacy in e-commerce

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Rui Liu (Creator)
The University of North Carolina at Greensboro (UNCG )
Web Site:
Hamid Nemati

Abstract: During the past decade, the Internet has become an essential tool for, among other things, communication, entertainment, and business. Especially notable is how it has changed the way business is conducted. Online information technology has profoundly affected markets and transactions. In line with the increasing use of online shopping, users have continued to expand their knowledge of the Internet. They have become more confident in this knowledge, and their self-initiated efforts at online privacy also appear to have matured. Users have expressed their unease about privacy when making online purchases, and it has been found that more than three-quarters of users basically agree they will not use services, products, or retailers if they feel their privacy is in danger of being violated. The present study helps to better understand the perceived benefits and concerns surrounding online purchasing. It applies self-efficacy theory to identify online privacy-related self-efficacy, and evaluate its influence on online purchasing intent. The study results show that awareness of online privacy influences the intent to use online shopping services. It was also found that experience using online services decreases users’ tendencies to use such services in the future. This study will help to better understand the perceived benefits and concerns surrounding online purchasing.

Additional Information

Language: English
Date: 2015
Behavior Control, Online Privacy, Self-Efficacy
Electronic commerce $x Security measures $x Public opinion
Internet $x Security measures $x Public opinion
Data protection $x Public opinion
Consumer behavior
Consumer confidence
Risk perception
Privacy, Right of

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