engleski

The determinants and effects of online privacy concerns in the context of e-commerce

We present a model that links individual factors and government regulation with online privacy concerns (OPC) and examines consumer responses to privacy threats in Croatia, the newest European Union (EU) member state, where privacy is still an under-explored issue. The proposed hypotheses are tested using structural equation modelling (SEM). The sample includes 1, 990 Internet users. The results show that respondents would like to have more control over their personal information and that government online regulation is perceived as weak and increases OPC, while previous experience and demographics are less important or even insignificant. This study empirically confirms that OPC is positively related to personal information fabrication and negatively affects willingness to share information. In addition, the results show that there is no direct relationship between OPC and online purchases. OPC does, however, affect attitudes towards online shopping, which drive online purchases.

Attitudes towards online shopping ; Consumer behaviour ; E-commerce ; online privacy concern (OPC) ; Online privacy regulation

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