[The Impact of Online Privacy Information on Purchasing Behaviour]

By

[Name of the Institute]

[Name of the Subject]

ABSTRACT

The aim of this research is to understand the extent to which the online privacy issues hampers the online purchase behaviour. since the purpose was to explore the behaviour of consumers in term of their online buying behavioural and data protection concern, exploratory research design was used in the form of interview survey. 200 participants were selected base don random sampling. This research is significant because it provided an insight into the recently increasing issue of consumer data protection and the commercialization of this data for advertising and other purposes.

Table of Contents

ABSTRACT1

CHAPTER 1: INTRODUCTION4

Background4

Purpose of the Study4

Problem Statement6

Research Objectives6

Hypothesis6

Research Variables7

Dependant Variable7

Independent Variable7

Study Rationale7

Limitations and Delimitations7

Theoretical Account8

Key Concepts11

Consumer Privacy11

Protection of Privacy12

Privacy Issues and Consumer Research12

Consumer Privacy13

CHAPTER 3: METHODOLOGY15

Research Design15

Research Execution16

Data Collection16

Online Concern and Shopping Experiment17

Instrumentation17

Ensuring the Validity and Reliability of the Instrument18

Sampling18

Screening Survey20

Data Analysis20

Ethical Concerns21

Summary22

REFERENCES23

APPENDIX25

Interview Questions25

CHAPTER 1: INTRODUCTION

Background

The belief of most of the UK nationals is that the right to consumer privacy has been comprised by the commercialization of the industries. The concept of consumer privacy remains important to the individuals, and people are largely concerned about protecting their personal information. This study confirms the notion of privacy that continues to evolve in response to the spread of new digital technologies and which continues to grow in the consumer society.

An important aspect of the Internet is that no one can possess or control a factor that greatly influences the degree of openness of information sharing. Privacy on the Internet depends on the type of activity undertaken (Thomas,Robert, Virginia, Maurer,2000,147-155). The activities may be considered private in fact they are not, because there is no online activity that ensures absolute privacy. As an example, we find the forums where anyone can capture, copy, and store everything one writes, that may also involve the name, email and even information about Internet provider listed in the message itself, or mailing lists, where there are some functions that allow messages to be distributed to multiple users. Besides the sharing of information, the major concern of people all around the world is if to trust online channels of purchase. This research takes into account this issue and determines what features consumers trust in terms of online purchase behaviour.

Purpose of the Study

The study aims to investigate the effect of online privacy information on purchasing behaviour. The focus will be given to the perceptions of the consumers about online purchasing in terms of how much room of ensuring their personal information are they being given and how comfortably they can provide their personal in information on the purchasing sites.

Due to the frequency and the ambiguity of the data exchange, it is shown that the trust remains as the most powerful aspect in reassuring consumers when providing information to the companies. It is more important for those fundamentalists who are most concerned about the privacy issue. The customer happily provides the personal information to the companies that they trust and they are interested ...