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The role of privacy policy on consumers' perceived privacy

机译：隐私权政策对消费者感知隐私的作用

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摘要

With today's big data and analytics capability, access to consumer data provides competitive advantage. Analysis of consumers' transactional data helps organizations to understand customer behaviors and preferences. However, prior to capitalizing on the data, organizations ought to have effective plans for addressing consumers' privacy concerns because violation of consumer privacy brings long-term reputational damage. This paper proposes and tests a Privacy Boundary Management Model, explaining how consumers formulate and manage their privacy boundary. It also analyzes the effect of the five dimensions of privacy policy (Fair Information Practices) on privacy boundary formation to assess how customers link these dimensions to the effectiveness of privacy policy. Survey data was collected from 363 customers who have used online banking websites for a minimum of six months. Partial Least Square results showed that the validated research model accounts for high variance in perceived privacy. Four elements of the Fair Information Practice Principles (access, notice, security, and enforcement) have significant impact on perceived effectiveness of privacy policy. Perceived effectiveness in turn significantly influences perceived privacy control and perceived privacy risk. Perceived privacy control significantly influences trust and perceived privacy. Perceived privacy concern and trust also significantly influence perceived privacy.
机译：凭借当今的大数据和分析功能，访问消费者数据可提供竞争优势。对消费者交易数据的分析有助于组织了解客户的行为和偏好。但是，在利用数据之前，组织应该制定有效的计划来解决消费者的隐私问题，因为侵犯消费者的隐私会带来长期的声誉损失。本文提出并测试了隐私边界管理模型，解释了消费者如何制定和管理其隐私边界。它还分析了隐私政策（公平信息规范）的五个维度对隐私边界形成的影响，以评估客户如何将这些维度与隐私政策的有效性联系起来。调查数据来自使用在线银行网站至少六个月的363位客户。偏最小二乘结果表明，经过验证的研究模型可解释隐私感知方面的高度差异。公平信息实践原则的四个要素（访问，通知，安全性和强制执行）对隐私政策的有效性产生重大影响。感知的有效性反过来会严重影响感知的隐私控制和感知的隐私风险。感知的隐私控制会严重影响信任和感知的隐私。感知到的隐私问题和信任也会极大地影响感知到的隐私。

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