PACIS 2022 Proceedings

Paper Number

1788

Abstract

Internet users are aware that their online activities such as online purchases, recently visited websites and perused products, etc. are tracked by marketers who use the information to customize their targeted advertising strategies. While some users find it convenient, others feel stalked and watched. Increasingly more governments are rushing to introduce privacy laws such as GDPR by European Union to curtail privacy intrusions with limited success. This research is aimed at providing an online privacy perspective based on privacy intrusion levels resulting from information seeking behavior of various tracking applications. This knowledge can enable targeted regulatory implementations, leading to better privacy protection outcomes, preventing undue hindrances on technological advancements. This research investigates privacy, based on the level of accessibility to person identifying data under different tracking use cases that have been experimentally established. Our work contrasts with perceived privacy, which has been discussed in previous research work.

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