ONLINE CONSUMER CHARACTERISTICS AND INFORMATION PRIVACY: A COMPARATIVE STUDY OF CHINESE AND U.S. INTERNET USERS

摘要

Concerns on the privacy of online consumers are a global issue. Companies planning and implementing e-commerce must understand the differences in privacy concerns of consumers in different cultures with different social/economic contexts. Motivated by this need, this study analyzes and compares the privacy concerns of online consumers in China and the United States, identifies major factors related to these concerns.