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Abstract

Information privacy protection and invasion of privacy in e-commerce have become important topics in both everyday activities and scientific discussions. The aim of this study is to understand how consumers regard privacy in business-to-consumer e-commerce. As this study focuses on consumers’ own interpretations of privacy, the research approach is empirical, rather than theoretical. Based on a phenomenographical analysis of consumer interviews, we identify different layers of understanding by focusing on the referential objects and the structural components of information privacy. The result includes 25 different privacy conceptions, showing that consumers’ view of privacy is situated and constantly under construction as the consumer gets new information or experiences.

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