PRIVACY IN E-COMMERCE: UNDERSTANDING USER TRADE-OFFS

Concern about the privacy of personal information is one of the issues associated with ecommerce. This paper focuses on privacy concerns in the context of online environment, to better understand its nature and identify the trade-offs Internet users are willing to make when disclosing personal information to web sites. The effect that benefits such as compensation and personalization have on privacy concerns are analyzed through a survey of potential users. Keywords: e-commerce, privacy concern, Internet-user attitudes, personalizatio