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Privacy concerns in E-commerce: A taxonomy and a future research agenda

Author

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  • Ruwan Bandara

    (University of Wollongong)

  • Mario Fernando

    (University of Wollongong)

  • Shahriar Akter

    (University of Wollongong)

Abstract

Safeguarding consumer privacy is a key challenge for the growth of e-commerce. The dramatic technological changes advanced by online platforms, big data, artificial intelligence, virtual reality, virtual assistants, and blockchain technology are transforming the way we shop online. This paradigm shift in e-commerce has only intensified the perplexities of privacy issues. Corresponding to the growing concerns of privacy in practice, research in this area has surged during the last two decades. The aim of this paper is to review the current state of consumer privacy research in business to consumer e-commerce and thereby understand what has been studied, what is omitted, and what potential research areas have emerged in the course of transformational technological changes. We conducted a systematic review of behavioral studies published on analyzing privacy concerns at the individual level during the last 20 years. We methodically analyzed the selected literature using the thematic analysis technique. The results revealed eight main themes. We present a taxonomy of consumer privacy concerns and a research agenda that could lead to a more cohesive and comprehensive understanding of privacy dynamics in e-commerce.

Suggested Citation

  • Ruwan Bandara & Mario Fernando & Shahriar Akter, 2020. "Privacy concerns in E-commerce: A taxonomy and a future research agenda," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(3), pages 629-647, September.
    • Handle: RePEc:spr:elmark:v:30:y:2020:i:3:d:10.1007_s12525-019-00375-6
    DOI: 10.1007/s12525-019-00375-6
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    2. Chowdhury, Emon Kalyan, 2021. "Trade-off between Fundamental and Technical Analysis," MPRA Paper 117991, University Library of Munich, Germany.
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    9. Gouthier, Matthias H.J. & Nennstiel, Carina & Kern, Nora & Wendel, Lars, 2022. "The more the better? Data disclosure between the conflicting priorities of privacy concerns, information sensitivity and personalization in e-commerce," Journal of Business Research, Elsevier, vol. 148(C), pages 174-189.

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    More about this item

    Keywords

    Privacy concerns; E-commerce; Thematic analysis; Taxonomy; Research agenda;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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