Consumers' Privacy Concerns and Willingness to Provide Marketing-Related Personal Information Online

Consumers’ privacy concerns and willingness to provide
marketing-related personal information online


*Euehun Lee, Changi Nam, Chanhoo Song,  Chan Ik Park

Department of IT Business

Information and Communications University

103-6, Munji-Dong, Yusung-Gu, Daejeon, 305-714, Republic of Korea 

* Correspondent : Tel: +82 42 8666310; fax: +82 42 8666339




Personal information gathered from online users has been utilized for the purpose of targeted marketing.  However, Internet users are generally reluctant to provide personal information, being concerned about the potential for its illegal and unethical use; these concerns have been reinforced by media scrutiny on the issue. To relieve the concern, trust relationship needs to be developed between businesses and customers. This study proposed and empirically tested a model that incorporates three antecedents and their impact on customers’ willingness to disclose their personal information through a mediator, perceived privacy concerns. Implications for businesses and policy makers are presented.


Changi Nam, Chanhoo Song, and Euehun Lee,Chan Ik Park (2006) ,"Consumers' Privacy Concerns and Willingness to Provide Marketing-Related Personal Information Online", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 212-217.


Changi Nam, Information and Communications University
Chanhoo Song, Information and Communications University
Euehun Lee,Chan Ik Park, Inforamtion and Communications University,Infromation and Communications University


NA - Advances in Consumer Research Volume 33 | 2006

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