The Extended Model of Online Privacy Concern

The book describes the research conducted within the Extended model of online PRIvacy CONcern (PRICON) project. After an overview of the relevant literature and privacy definition in general and commercial settings, the authors present the issue of online privacy definition. The developed model, containing the determinants and consequences of online privacy concern as the central variables, is tested against the data from a questionnaire conducted on 2,000 Croatian internet users. The book presents examples of model testing to determine linkages, as well as the determinants and consequences of online privacy concern.

This book is intended primarily for the international scientific community, particularly experts in business economy, digital marketing, consumer behavior and sociology. Because of its interdisciplinary research, the book will be useful to local and international experts, data security and online privacy policy-makers, and businesses keen on developing knowledge-based customer strategies. Download book