South African Journal of Economic and Management Sciences, Vol 10, No 3 (2007)

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Privacy concerns and kinds of protective behaviour of victims of information privacy violations

Yolanda Jordaan


Within the current privacy sensitive environment, an understanding of consumers’ information privacy concerns is critical. The objective of the study is to establish whether there is a difference between victims and non-victims of information privacy invasion, and whether this has an influence on their privacy concerns and protective behaviour. A probability (systematic) sampling design was used to draw a representative sample of 800 households where-after 800 telephone interviews were conducted with adults from these households. The findings show that victims had increased concern about information misuse by, and solicitation practices of, organisations, and they exhibit more protective behaviour than non-victims. This suggests that organisations should recognise that consumers believe that they have ownership of their personal information. Furthermore, organisations should share information of consumers in a way that is respectful, relevant and beneficial.

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EISSN 2222-3436 (Online)