Internet Privacy Awareness and Concerns among College Students
J. Campbell, Richard C. Sherman, Egon Kraan, &
Zachary Birchmeier
Miami University
Presented to APS, Toronto, June 2001
Abstract
Privacy concerns and behaviors were assessed for
two cohorts taking introductory psychology courses in the fall of 1999 and 2000. The 2000
cohort had increased awareness of privacy issues of ther 1999 sample. However, they
indicated that they would engage in more risky Internet activities (p<.05). Similarly,
males had more awareness of privacy issues than females, yet would also indicated that
they would be willing to
engage in more risky behaviors (p<.05).
Introduction
Until recently, the primary uses of the Internet have been for communication, information exchange, and entertainment. However, electronic commerce (E-commerce) is becoming an increasingly large component of Internet use and growth. It is predicted that e-commerce sales will increase by 57 percent over the $42 billion dollars that users spent in 2000 (Weisman, 2001). Recent research suggests that Internet consumers may be at risk due to the lax security practices and customer privacy policies employed by online businesses (Novack, 1999). The intent of this study was to examine gender differences in privacy awareness and concerns across two cohorts (1999/2000) of participants and to investigate the behavioral correlates of Internet experience.
Procedure
Four hundred sixty-eight participants (321
females and 147 males) completed a computer privacy survey in return for partial
fulfillment of their introductory psychology research experience requirement. One cohort
of
participants completed the survey in the fall of 1999 (164 females and 79 males) and a
second cohort of participants completed it during the fall semester of 2000 (157 females
and 68 males). The privacy survey assessed Internet experience, privacy concerns, and
awareness of privacy issues. Behavioral questions focussed on participants' intent and
willingness to engage in potentially risky Internet activities (divulging personal
information, unsecured electronic transactions, etc.).
Results
The data were analyzed using a 2 (Time of Observation: 1999 versus 2000) X 2 (Gender: Male versus Female) X 2 (Experience: High versus Low) MANOVA. The 2000 cohort expressed more general concern and concern with personal privacy while using the Internet than did the 1999 cohort (p<.01). However, the 2000 participants indicated that they would engage in more risky Internet activities (p<.01). Males were expressed more overall concern and awareness of privacy issues than did females (p<.05) and (p<.01) respectively. However, the males also indicated that they would engage in more risky Internet activities (p<.01). Participants with more experience using the Internet reported that they would engage in risky Internet behaviors as well (p<05). There was a significant gender X experience interaction for behavioral intent. Males with more Internet experience were more likely to engage in risky computing behaviors than males with less experience (p<.01).
Conclusions and Implications
Our results suggest that even though
individuals express concern and awareness about Internet privacy, they are still willing
to engage in risky online activities. Males expressed more concern and awareness about
Internet privacy, yet they engage in more risky behaviors than did females. Similarly, the
2000 participants were more aware of privacy issues than the 1999 cohort, yet they also
indicated that they would engage in more risky Internet activities. Perhaps, the
participants that are more aware of and concerned with Internet privacy may also be more
familiar with privacy assurance mechanisms and techniques. These concerned users may only
engage in these potentially risky activities after engaging in personal privacy safeguards
such as encrypted transactions (e.g. SSL), anonymous browsing (proxies), or authentication
(digital certificates).
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