What net users expect for personal information: A social contract perspective

Abstract:

With the upsurge of e-commerce, it is now easier for many Internet-based marketers to gather personal data of online consumers and this has caused a growing concern about the invasion of consumer privacy. This study seeks to bolster previous knowledge of consumer privacy by empirically examining the motivations behind information trades in the online environment. Using the Social Contract Theory, we examined the trade-offs that consumers were willing to make in exchanging personal information for benefits offered by marketers in an Internet context. We also looked into the relative attractiveness of the various benefits to ascertain which were the ones most effective in generating higher levels of consumer participation and response.

Año de publicación:

2002

Keywords:

Fuente:

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