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Consumer Concerns Towards Privacy: An Empirical Study, Maria Nicolaou
Consumer Concerns Towards Privacy: An Empirical Study, Maria Nicolaou
Theses Digitization Project
The purpose of the study was to determine consumer attitudes toward privacy and the influence of demographic factors on these attitudes. The study also sought to determine the willingness of participants to disclose selected individual information items and determine the awareness and acceptance level of technological innovations such as radio frequency identifiers (RFID) as they relate to privacy. A quantitative instrument was developed and a convenience sample of university students (N=203) was tested. Results showed that educational background played a role in the way participants perceived the applications of RFID.