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首页> 外文期刊>Direct Marketing: An International Journal >Users' perceptions on privacy and their intention to transact online: a study on Greek internet users
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Users' perceptions on privacy and their intention to transact online: a study on Greek internet users

机译：用户对隐私的感知及其在线交易的意图：对希腊互联网用户的研究

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Purpose – The purpose of this paper is to examine whether the internet users' privacy concerns (concerns for information privacy, CFIP) and perceived privacy control (PPC) affect their willingness to use internet web places in order to transact. A theoretical model is introduced that describes how users' CFIP and PPC may affect their willingness to transact through web places when personal information must be disclosed in order to accomplish the transaction. Design/methodology/approach – The research model is empirically tested using data collected with a survey that include items for each of the constructs of the model. The survey is administrated to 190 internet users and resulted in 142 usable responses through questionnaires. In order to test the hypotheses, multidimensional regression analysis is used. Findings – The findings indicate that both users' CFIP and users' PPC (some dimensions of them) have direct impact not only to users' trust toward the web site as expected but also to the willingness to transact through the internet when personal information needs to be disclosed. Research limitations/implications – In this paper, an introductory analysis is conducted in order to preliminary test the validity and credibility of the research model. In this first approach, the multidimensional regression analysis is used. Currently, the paper deals with the use of structural equation modeling in order to better test the research model. The research could be conducted also online in order to investigate users' behavior under real circumstances. Practical implications – The more users know about their personal information the less willing they are to make purchases through internet. Moreover, if web places improve their mechanisms and procedures that correct better the inaccuracies and the errors in the users' stored personal data then users' willingness to retrieve information from web sites improves too. Originality/value – Existing studies constitute the basic theoretical framework but until now there is not a model that connects both users' CFIP and users' PPC with the willingness to transact through the internet and with users' trust upon the web sites.
机译：目的–本文的目的是研究互联网用户的隐私问题（信息隐私，CFIP问题）和感知的隐私控制（PPC）是否会影响他们使用互联网进行交易的意愿。引入了一种理论模型，该模型描述了当必须披露个人信息以完成交易时，用户的CFIP和PPC如何影响他们通过网站进行交易的意愿。设计/方法/方法-使用调查收集的数据对试验模型进行经验测试，该数据包括模型的每个构造的项目。该调查针对190个互联网用户进行了管理，通过问卷调查得出了142个可用的回复。为了检验假设，使用了多维回归分析。调查结果–调查结果表明，用户的CFIP和用户的PPC（其中一些维度）不仅直接影响用户对网站的信任，而且还影响个人信息需要时通过互联网进行交易的意愿。被披露。研究的局限性/意义–在本文中，进行了介绍性分析，以初步检验研究模型的有效性和可信度。在第一种方法中，使用了多维回归分析。目前，本文涉及结构方程模型的使用，以便更好地测试研究模型。该研究还可以在线进行，以调查用户在实际情况下的行为。实际意义–用户对个人信息的了解越多，他们通过互联网购买商品的意愿就越低。此外，如果网站改进了其机制和程序以更好地纠正不准确之处以及用户存储的个人数据中的错误，则用户从网站检索信息的意愿也会得到改善。原创性/价值–现有的研究构成了基本的理论框架，但是直到现在，还没有一种模型可以将用户的CFIP和用户的PPC与通过互联网进行交易的意愿以及用户对网站的信任联系起来。

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