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Companies Should Give Online Consumers More Privacy

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Security

"To quell the privacy-invasion fears that are stunting the growth of e-commerce, Web marketers need to give consumers more control of the personal information collected about them, according to research by Naresh Malhotra, Regents' professor of marketing at Georgia Tech College of Management."

"Despite the enormous potential of e-commerce, its share of the total economy remains less than 1 percent worldwide," says Malhotra, lead researcher of the study "Internet Users' Information Privacy Concerns (IUPIC): The Construct, the Scale, and a Causal Model," which was recently published in the journal Information Systems Research. He cites a recent report showing that 94.5 percent of Americans worry about abuse of their personal information when they shop online."

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