Order Description

Online customers often measure the risk of online activity about information privacy misuse or reveal (Milne & Culnan, 2004). They must have feelings of trust toward the websites before revealing information (Schoenbachler & Gordon, 2002). Many research stud- ies propose that concerns over information privacy as well as trust currently stifle e-commerce. While the regular business sales force plays a key role in customer interface and market strategy imple- mentation by developing customer trust (Doney & Cannon, 1997), trust assumes a more crucial role in an e-commerce context where a sales force is not deployed. Businesses anticipate that many millions of dollars of e-commerce can be conducted if cus- tomers’ concerns, including privacy, can be adequately addressed (Odom, Kumar, & Saunders, 2002). However, completing a transac- tion without disclosing some personal data is very difficult, if not impossible, even to a trusted third party (Ackerman, Cranor, & Reagle, 1999). The research suggests that the willingness to pro- vide personal information on-line is an important issue in e-com- merce as well as a trust and privacy concern and can influence the success of e-businesses.
Privacy has been a sensitive subject long before the invention of computers. It was defined as the desire of people to choose freely under what circumstances and to what extent they will expose themselves, their attitude, and their behavior to others (Westin, 1967). Anonymity, which means to keep the remaining, unidenti- fied information in the public realm, is another crucial concept re- lated to privacy. It means to be able to. Nowadays, the spread of the Internet eliminates the ability of people using the Web to remain unidentified. Online users leave a lot of electronic footprints detail- ing their behavior and preferences that can be easily obtained, used, or shared with strangers (Zviran, 2008). Because of the rapid development of new Web technologies, the privacy of Internet users can be invaded in many different ways. Furthermore, con- sumers have no control over the secondary use of the personal information they provide during their Internet activity. In 2004, more than half of large US firms monitored their employees’ e-mail (Conley, 2004), which means the firms recorded their employees’ e-mail recipients, e-mail senders, number of words in the e-mail, time the e-mail was sent, time spent composing e-mail, number of attachments, and type of e-mail.

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