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Extended model of online privacy concern: what drives consumers’ decisions? (CROSBI ID 254398)

Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija

Anić, Ivan-Damir ; Budak, Jelena ; Rajh, Edo ; Recher, Vedran ; Škare, Vatroslav ; Škrinjarić, Bruno Extended model of online privacy concern: what drives consumers’ decisions? // Online information review, 43 (2018), 5; 799-817. doi: 10.1108/OIR-10-2017-0281

Podaci o odgovornosti

Anić, Ivan-Damir ; Budak, Jelena ; Rajh, Edo ; Recher, Vedran ; Škare, Vatroslav ; Škrinjarić, Bruno

engleski

Extended model of online privacy concern: what drives consumers’ decisions?

Purpose - The purpose of this paper is to investigate the relationship between individual and societal determinants of online privacy concern and behavioural intention of Internet users. The study also aims to assess the degree of reciprocity between consumers’ perceived benefits of using the Internet and their online privacy concern in the context of their decision making process in the online environment. Design/methodology/approach - The study proposes comprehensive model for the analysis of antecedents and consequences of online privacy concern. Empirical analysis is performed using the PLS-SEM approach on a representative sample of 2060 Internet users. Findings - The findings show that computer anxiety and perceived quality of regulatory framework are significant antecedents of online privacy concern, while traditional values and inclinations toward security, family and social order, and social trust are not. Furthermore, the study reveals that perceived benefits of using the Internet are the predominant factor explaining the intention to share personal information and adopt new technologies, while online privacy concern dominates in explanation of protective behaviour. Research limitations/implications - Although we tested an extended model, there might be other individual characteristics driving the level of online privacy concern. This research covers just one country and further replications should be conducted to confirm findings in diverse socio-economic contexts. It is impossible to capture the real behaviour with survey data, and experimental studies may be needed to verify the research model. Practical implications - Managers should work towards maximizing perceived benefits of consumers’ online interaction with the company, while at the same time being transparent about the gathered data and their intended purpose. Considering the latter, companies should clearly communicate their compliance with the emerging new data protection regulation. Originality/value - New extended model is developed and empirically tested, consolidating current different streams of research into one conceptual model.

online privacy concern ; internet ; consumer behaviour

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Podaci o izdanju

43 (5)

2018.

799-817

objavljeno

1468-4527

1468-4535

10.1108/OIR-10-2017-0281

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