Privacy Control and Assurance: Does Gender Influence Online Information Exchange?

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Author(s): Alan Rea (Western Michigan University, USA)and Kuanchin Chen (Western Michigan University, USA)
Copyright: 2009
Pages: 25
Source title: Online Consumer Protection: Theories of Human Relativism
Source Author(s)/Editor(s): Kuanchin Chen (Western Michigan University, USA)and Adam Fadlalla (Cleveland State University, USA)
DOI: 10.4018/978-1-60566-012-7.ch008

Keywords: Business & Management / Business Science Reference / Consumer Management / E-Commerce

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Abstract

Protecting personal information while Web surfing has become a struggle. This is especially the case when transactions require a modicum of trust to be successfully completed. E-businesses argue that they need personal information so they can create viable data to tailor user interactions and provide targeted marketing. However; users are wary of providing personal information because they lack trust in e-businesses’ personal information policies and practices. E-businesses have attempted to mitigate user apprehension and build a relationship base in B2C transactions to facilitate the sharing of personal information. Some efforts have been successful. This chapter presents survey results that suggest a relationship between gender and how users control personal information. The findings suggest that e-businesses should modify information and privacy policies to increase information and transactional exchanges.

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