The Effects of Information Privacy and Online Shopping Experience in E-Commerce
Bernard, Elena Kiryanova, Makienko, Igor, Academy of Marketing Studies Journal
For a decade information privacy has been one of the central issues in e-commerce research across many disciplines. Extensive research has shown that due to a different nature of shopping environment, consumers perceive online transactions as risky, form heightened privacy concerns and such concerns become the main barrier for electronic commerce (Hoffma, Novak & Peralta, 1999). In marketing, information privacy has been linked to online trust (Bart et al., 2005; Eastlick et al., 2006; Hoffman et al, 1999; Pan & Zinkhan, 2006), e-service quality (Zeithaml et al., 2002), and online purchasing (Malhotra et al, 2004). Some researchers have examined the antecedents of e-shoppers' privacy perceptions, advocating various privacy management strategies such as opt-in/opt-out tactics, monetary compensation for customer information, and third-party privacy seals (Culnan, 1995; Goodwin, 1991; Rifon et al., 2005). In this study we will investigate yet another privacy management strategy that focuses on the transparency of the e-tailer' s consumer information practices.