Exploring consumers' privacy concerns: Does data from three years of student samples support the 'conventional wisdom?'
by Eric J. Karson
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 4, No. 4, 2008

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.

Online publication date: Mon, 30-Jun-2008

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