Type of Final Thesis:
Supervisor: Ali Sunyaev, Tobias Dehling/en
Research Group: Critical Information Infrastructures
Archive Number: 4.238
Status of Thesis: Completed
Date of start: 2020-02-06
Date of submission: 2020-05-06
Abstract: For centuries, privacy has been a subject studied by scholars from various fields. With the continuous increase of the current Internet penetration rate, the scale of e-commerce has grown rapidly. Because consumers 'perceptions of privacy directly affect consumers' consumption behavior, privacy is no only a theoretical abstract concept which is mainly discussed by scholars from academic world, but also attracts the attention of various industries in society. Therefore, the research on consumer perceptions of privacy is of vital importance to the development of e-commerce. By analyzing the existing privacy theories and conducting empirical methods, this thesis will start from the perspective of consumers, studies the intrapersonal characteristics of contemporary consumer groups in terms of privacy, consumers 'privacy perceptions, and consumer privacy expectations with respect to ecommerce companies.