Privacy by design and customers’ perceived privacy and security concerns in the success of e-commerce
Journal of Enterprise Information Management
ISSN: 1741-0398
Article publication date: 14 October 2013
Abstract
Purpose
The purpose of this paper is to gain a deeper understanding of customers’ perceived privacy and security (CPPS) by investigating privacy concerns, data security, and exploring the factors that elevate or minimise these concerns in relation to organisations’ practices.
Design/methodology/approach
The research study utilises an explanatory research design. Data were collected from six organisations from different industry sectors through in-depth interviews with managers and from customers’ through four focus groups of a high-user demographic segment.
Findings
The paper identified Privacy by Design (PbD) in the area of organisations’ practices as well as identifying the main areas of CPPS. These themes were used as the basis for an analysis of customer concerns instrumental to the success of e-commerce.
Practical implications
The findings will inform the development of a general conceptual model. This will provide a better understanding of CPPS in general and in relation to the success of e-commerce web sites and transactional sites in particular.
Originality/value
The value and the originality of the paper comes from the adoption of the “PbD” paradigm. Organisations have to explore the factors that elevate or minimise customers’ concerns in relation to adopting and continuing to use online transactions. It is necessary for organisations to do this because when privacy and security practices are clearly disclosed, customers increase their intention to use, or continue to use online transactions.
Keywords
Citation
Mubarak Alharbi, I., Zyngier, S. and Hodkinson, C. (2013), "Privacy by design and customers’ perceived privacy and security concerns in the success of e-commerce", Journal of Enterprise Information Management, Vol. 26 No. 6, pp. 702-718. https://doi.org/10.1108/JEIM-07-2013-0039
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited