Consumer Responses to the Introduction of Privacy Protection Measures: An Exploratory Research Framework

As information technologies increasingly expand the ability for organizations to store, process, and exploit personal data, privacy is at the center of discussion and controversy among multiple stakeholders including business leaders, privacy activists, and government regulators. Studies suggest that the loss of consumer confidence related to privacy fears has already hindered the growth of Business-to-Consumer electronic commerce (B2C e-commerce) by tens of billions of dollars (Cavoukian & Hamilton, 2002). Governments throughout the world are taking notice, and in many jurisdictions there has been a concerted effort to restore confidence in e-business with data protection legislation as a complement to industry self-regulation. As such, information privacy has ABSTRACT