Customers Privacy Protection Behaviors in E-Commerce Transactions: The Role of Privacy Concerns, Privacy Risks, and Privacy Policies

This research investigates the impact of information privacy concerns on the awareness of privacy risks and on the awareness of organizational privacy policies toward the adoption of customers’ privacy protection behaviors in the context of e-commerce transactions. We develop a research model and we test it by employing a Qualtrics online survey questionnaire. We use crowdsourcing through Mechanical Turk to collect data. The contribution of this study is to shed the light on the mechanisms that lead consumers to take privacy protection behaviors rather than to interrupt e-commerce transactions in the light of privacy risks, on one side, and organizational privacy policies, on the other side.