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Branding E-commerce Privacy
Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET).
2001 (Engelska)Självständigt arbete på grundnivå (kandidatexamen)Studentuppsats (Examensarbete)
Abstract [en]
In this dissertation the issues of privacy in E-Commerce are explored, as well as countermeasures to consumers privacy concerns, such as the usage of privacy statements and branding. An empirical study was conducted among a hundred respondents, all well experienced with the Internet. The study revealed that privacy is a genuine concern among consumers, which indeed affects their purchase behaviour. Other findings were: q Concerns regarding privacy are intertwined with concerns about credit cards handling. q Privacy statements have a marginal positive affect on consumers, and are most efficient when stated by a well-known and/or well-liked brand. q Consumers perceived and valid concerns regarding their privacy can to some extent be calmed and reduced with the primarily aid of a well known and/or a well-perceived brand. q Finally, if the method of privacy statements can be replaced with a more effective tool, a high level of trustworthiness will be ensured by the successful usage of branding.
Ort, förlag, år, upplaga, sidor
2001.
Nyckelord [en]
branding e-commerce privacy
Identifikatorer
URN: urn:nbn:se:hh:diva-9716Lokalt ID: U4364OAI: oai:DiVA.org:hh-9716DiVA, id: diva2:364823
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Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seTillgänglig från: 2010-11-09 Skapad: 2010-11-09Bibliografiskt granskad

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