Online privacy concerns in transactions
Even when you are alone at home, using your favorite social media application or browsing the internet there’s a chance that you are a target for hackers who have access to what you’re doing. While some may argue that the lack of privacy in our modern digital lives is inevitable it doesn’t mean we should abandon the protection of our privacy and data online. To protect our privacy, we must instead be making informed decisions about the apps, websites as well as devices and software solutions we choose to use. Also, we must insist on government institutions to ensure that consumer data protection laws are enforced.
The current trend of offering users the ability to «opt in» to having their personal information collected and used for ad purposes causes tension between the desire to communicate on the internet with family and friends and the desire to safeguard privacy (Woo 2006). Additionally, users are often forced to share their personal details to gain access sites or services. They can be exposed to an overwhelming amount of information regarding what companies do with their data. Many consumers are overwhelmed by the volume of information accessible and less likely to be able to comprehend the vast online privacy policies of companies that have become more legalistic.
While studies have examined the various antecedents to privacy concerns on the internet, the results are inconsistent and have been done in a sporadic manner. In this study, we propose an integrated model to explain the development of privacy concerns online by studying how a variety of factors interact with one another in the context of a dyadic connection between an individual and a website. The findings show that the elements involved include the individual’s sensitiveness to privacy issues, risk avoidance personality, and the level of Internet information. The interaction between these factors and the perception of fairness in their online privacy options mitigates the effects.