Analysis of internal and external factors affecting online privacy concern in E-commerce: Comparative study by gender

Rafiqa Amini Mulia, Fatimah Azzahro, Putu Wuri Handayani

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

E-commerce is pressured to always provide better service amidst severe business competition. One popular way to achieve it is through exploiting customers' data. Despite its benefits, using customers' data may results in privacy violation that leads customers to build higher fences to protect their privacy. In order to maintain the optimal benefit of using customers' data, first, we need to address the determinant of customers' online privacy concern. Hence, this study performs an empirical study of 1, 017 respondents using CB-SEM approach to understand the phenomenon from the perspective of different gender. The result shows that internal factors affecting online privacy concerns in e-commerce are privacy awareness, previous online experience, and privacy control, while the external factor is information collection. Additionally, result shows that each gender has different contributing factors in online privacy concern. Meanwhile, online privacy concerns have a significant role in triggering defensive behaviour in customer such as withholding personal information and fabricating personal information.

Original languageEnglish
Title of host publication2020 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2020
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages187-192
Number of pages6
ISBN (Electronic)9781728192796
DOIs
Publication statusPublished - 17 Oct 2020
Event12th International Conference on Advanced Computer Science and Information Systems, ICACSIS 2020 - Virtual, Depok, Indonesia
Duration: 17 Oct 202018 Oct 2020

Publication series

Name2020 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2020

Conference

Conference12th International Conference on Advanced Computer Science and Information Systems, ICACSIS 2020
CountryIndonesia
CityVirtual, Depok
Period17/10/2018/10/20

Keywords

  • CB-SEM
  • e-commerce
  • External factors
  • Internal factors
  • Online privacy concern
  • Protection motivation

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