June 4, 2009 § Leave a comment

The privacy issue has been my entry door to online marketing and, more generally, wireless marketing topics.

Online environment is now part of everyday life. However, trust is still an important issue for online merchants. This explains why there is an increasing interest in “trust busters” by the general consumer. Trust busters entail, among other, a thorough online privacy policy (OPP) that encompasses detailed privacy and security statements.
The paper looks at both the views of the consumer and the views of the web merchants in attempting to unravel the problems of privacy on the Net. A sample of 89 French web merchants and a sample of 154 consumers were examined using bivariate analysis.
The results showed that, even in a government-regulated country such as France, there is still room for improvement in web merchants’ privacy policies. Concerning consumers, an important result is that the perception of reassuring privacy and security statements varies according to browsing intention.

For further reading :
Gauzente C. (2008), Politiques et pratiques des sites marchands en matière de respect de la vie privée : analyse du dosage entre chartes et labels et de leur évolution, Revue Management & Avenir, vol. 17, 44-65.
Gauzente C. (2004), Web Merchants’ Privacy and Security Statements: How Reassuring are They for Consumers? A Two-sided Approach, Journal of Electronic Commerce Research, 5 (3), [online:]
Gurau C., Ranchhod A. et Gauzente C. (2003), To legislate or not to legislate – A comparative exploratory study of privacy/personalisation factors affecting French, UK and US web sites, Journal of Consumer Marketing, 20 (7), 652-664.
Gauzente C. (2003), Vie privée et Internet : les pratiques des sites français, Décisions Marketing, 30, 7-17.


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