Dimensions of Privacy Concerns amongst Online Buyers in India

Tinu Jain and Prashant Mishra
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Tinu Jain: Indian Institute of Management Calcutta, Kolkata, India
Prashant Mishra: Indian Institute of Management Calcutta. Kolkata, India

International Journal of Online Marketing (IJOM), 2015, vol. 5, issue 1, 51-64

Abstract: Internet is quickly becoming the public electronic marketplace. Though the internet has revolutionized retail and direct marketing, the full scale incorporation and acceptance of the internet marketplace with the modern business is limited. One major inhibition shown by the internet buyers is in the form of lack of confidence in the newly developed marketing machinery/technology and concern related fear and distrust regarding loss of personal privacy due to easy access of personal information to the marketers. This concern about personal information and privacy varies with consumers especially with countries. It is also suggested that importance provided to various privacy dimensions would vary. The research investigates different dimensions and their interrelationship to identify factors affecting privacy concern among Net buyers in India.

Date: 2015
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International Journal of Online Marketing (IJOM) is currently edited by Hatem El-Gohary

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