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Privacy concerns in E-commerce: A taxonomy and a future research agenda

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  • Ruwan Bandara

    (University of Wollongong)

  • Mario Fernando

    (University of Wollongong)

  • Shahriar Akter

    (University of Wollongong)

Abstract

Safeguarding consumer privacy is a key challenge for the growth of e-commerce. The dramatic technological changes advanced by online platforms, big data, artificial intelligence, virtual reality, virtual assistants, and blockchain technology are transforming the way we shop online. This paradigm shift in e-commerce has only intensified the perplexities of privacy issues. Corresponding to the growing concerns of privacy in practice, research in this area has surged during the last two decades. The aim of this paper is to review the current state of consumer privacy research in business to consumer e-commerce and thereby understand what has been studied, what is omitted, and what potential research areas have emerged in the course of transformational technological changes. We conducted a systematic review of behavioral studies published on analyzing privacy concerns at the individual level during the last 20 years. We methodically analyzed the selected literature using the thematic analysis technique. The results revealed eight main themes. We present a taxonomy of consumer privacy concerns and a research agenda that could lead to a more cohesive and comprehensive understanding of privacy dynamics in e-commerce.

Suggested Citation

  • Ruwan Bandara & Mario Fernando & Shahriar Akter, 2020. "Privacy concerns in E-commerce: A taxonomy and a future research agenda," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(3), pages 629-647, September.
    • Handle: RePEc:spr:elmark:v:30:y:2020:i:3:d:10.1007_s12525-019-00375-6
    DOI: 10.1007/s12525-019-00375-6
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    Cited by:

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    2. Chowdhury, Emon Kalyan, 2021. "Trade-off between Fundamental and Technical Analysis," MPRA Paper 117991, University Library of Munich, Germany.
    3. Sofia Marlena Schöbel & Jan Marco Leimeister, 2023. "Metaverse platform ecosystems," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-10, December.
    4. Kai Jia & Nan Zhang, 2022. "Categorization and eccentricity of AI risks: a comparative study of the global AI guidelines," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 59-71, March.
    5. Rainer Alt, 2020. "Electronic Markets on business model development," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(3), pages 405-411, September.
    6. Jacek Woźniak & Alexandra Zbuchea, 2021. "Give or buy contexts and internet experience as a factor differentiating of readiness to provide different types of personal data in m-commerce," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 8(4), pages 53-67, June.
    7. Richa Misra & Renuka Mahajan & Nidhi Singh & Sangeeta Khorana & Nripendra P. Rana, 2022. "Factors impacting behavioural intentions to adopt the electronic marketplace: findings from small businesses in India," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1639-1660, September.
    8. Gouthier, Matthias H.J. & Nennstiel, Carina & Kern, Nora & Wendel, Lars, 2022. "The more the better? Data disclosure between the conflicting priorities of privacy concerns, information sensitivity and personalization in e-commerce," Journal of Business Research, Elsevier, vol. 148(C), pages 174-189.

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    More about this item

    Keywords

    Privacy concerns; E-commerce; Thematic analysis; Taxonomy; Research agenda;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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