An Extended Privacy Calculus Model for E-Commerce Transactions

Abstract

W hile privacy is a highly cherished value, few would argue with the notion that absolute privacy is unattainable. Individuals make choices in which they surrender a certain degree of privacy in exchange for outcomes that are perceived to be worth the risk of information disclosure. This research attempts to better understand the delicate balance between privacy risk beliefs and confidence and enticement beliefs that influence the intention to provide personal information necessary to conduct transactions on the Internet. A theoretical model that incorporated contrary factors representing elements of a privacy calculus was tested using data gathered from 369 respondents. Structural equations modeling (SEM) using LISREL validated the instrument and the proposed model. The results suggest that although Internet privacy concerns inhibit e-commerce transactions, the cumulative influence of Internet trust and personal Internet interest are important factors that can outweigh privacy risk perceptions in the decision to disclose personal information when an individual uses the Internet. These findings provide empirical support for an extended privacy calculus model.

Uses and Gratifications of digital photo sharing on Facebook

“…This finding is in line with previous findings that many users share private and sensitive information on SNS, and particularly on Facebook (Dwyer et al, 2007;Litt & Hargittai, 2014;Madden, 2012). This phenomenon is often referred to as "privacy paradox", as has been explained by the Privacy calculus theory (Dinev & Hart, 2006) Habitual pastime has been recognized as another principal gratification users seek from general Facebook use (Quan-Haase & Young, 2010;Smock et al, 2011). Similarly, many web users regularly view and share photos on photo sharing websites, making the activity an important online pastime (Ames et al, 2010;Miller & Edwards, 2007).…”

Customer perceived value, satisfaction, and loyalty: the role of willingness to share information

“…Thus, consumers' value perceptions are likely to enhance net exchange benefits and improve the likelihood that consumers will engage in information exchange. Prior studies on consumers' disclosure behavior have corroborated this view by showing that perceived benefits and costs have direct effects on customers' willingness to disclose personal information to relationship-seeking marketers (Dinev and Hart 2006;Xu et al 2009). Thus, we formulate the following hypothesis:…”

Risk Hurts Fun: The Influence of Perceived Privacy Risk on Social Network Site Usage

“…Krasnova et al 2010a Drawing from the works presented above, we describe Perceived Privacy Risk as the degree to which a person believes that using an SNS has negative consequences with regards to his/her privacy (cf. Chen 2013; Dinev and Hart 2006;Featherman and Pavlou 2003;Kim et al 2008;Krasnova et al 2010b;Peter and Ryan 1976;Wu et al 2009). …”