Our research aim is to investigate the reasoning behind individuals’ use of ecommerce despite claiming concerns for their information privacy. We argue that consumers undergo a calculation of equal benefits in conducting business with online firms, where they agree to firms utilizing their personal information as long as they retain control over its usage. The equity theory is used as the theoretical basis of our study. We expect that our paper would provide better understanding of the conditions in which individuals disclose or withhold personal information.
Mohammed, Zareef; Tejay, Gurvirender; and Winkfield, Marcus, "Understanding the Role of Equity in Leveraging Privacy Concerns of Consumers in Ecommerce" (2015). WISP 2015 Proceedings. 11.