Branding E-commerce Privacy 2001 (English)Independent thesis Basic level (degree of Bachelor)Student thesis

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.

Place, publisher, year, edition, pages

2001.

Keywords [en]

branding e-commerce privacy

Identifiers

URN: urn:nbn:se:hh:diva-9716Local ID: U4364OAI: oai:DiVA.org:hh-9716DiVA, id: diva2:364823

Uppsok

Social and Behavioural Science, Law

Note

Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09Bibliographically approved

Open Access in DiVA

No full text in DiVA

By organisation

School of Business and Engineering (SET)

Search outside of DiVA

GoogleGoogle ScholarTotal: 109 hits