Title: Exploring consumers' privacy concerns: Does data from three years of student samples support the 'conventional wisdom?'

Authors: Eric J. Karson

Addresses: Villanova School of Business, Villanova University, 3066 Bartley Hall, 800 Lancaster Ave, Villanova, PA 19085-1678, USA

Abstract: It is generally accepted that consumers| privacy concerns negatively affects their willingness to participate in e-commerce. Additionally, factors such as gender and internet experience are thought to influence the relationship between privacy and online buying behaviours and intentions. Using three years of data from a student sample, the effects of these concerns, the |conventional wisdom| as it were, is investigated. Results indicate that the direct effects of concerns over privacy are largely absent. Implications are discussed.

Keywords: internet; e-commerce; privacy; personal information; electronic commerce; gender; internet experience; online buying; buying behaviour; consumer intent.

DOI: 10.1504/IJIMA.2008.019154

International Journal of Internet Marketing and Advertising, 2008 Vol.4 No.4, pp.362 - 381

Published online: 30 Jun 2008 *

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