Privacy on the Web: an Examination of User Concerns, Technology, and Implications for Business Organizations and Individuals

Individual privacy concerns significantly affect consumer willingness to engage in electronic commerce over the Internet. This article explores privacy concerns associated with the implementation of new information technology and introduces a new concept termed the “information technology privacy cycle.” This article also examines individual privacy on the Web, including technologies employed for collecting and protecting information on the Web, and the success of legal and technical remedies. Also assessed is the future potential of technology-based solutions through a focused examination of the Platform for Privacy Preferences as well as a discussion of the practical and theoretical implications for business organizations and individuals.