Online Consumer Privacy 2.0

Moving beyond the buyer-seller transactions and the disclosure of identifiable personal information, our study explores how consumers constitute and interpret the meaning of privacy when they participate in social networking sites. Our preliminary findings are organized around a series of themes including: the role of social networking activities in consumers’ life, the dilemmas that the digitalization of everyday life, including its most private moments, poses for consumers, the personal responsibility and morality of users when they post things on social networking sites, and personal experience related to privacy. We also trace the development of consumers’ idea about online privacy overtime. Our findings note that consumer learning about online privacy varies widely. The study demonstrates the importance to re-conceptualize online consumer privacy in the social-interactive environment and the need to educate consumers their rights and risks in the new information-sharing era.


Thuc-Doan Nguyen and Eric P. H. Li (2010) ,"Online Consumer Privacy 2.0", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 873-874 .


Thuc-Doan Nguyen, California State University, Long Beach, USA
Eric P. H. Li, York University, Canada


NA - Advances in Consumer Research Volume 37 | 2010

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