An Examination of Internet-Based Privacy Attitudes in Select Emerging Countries
Social Media/ Internet/ Mobile/ Direct Marketing
This research examines how cultural factors and Internet experience influence consumers’ information privacy concerns, with a focus on three emerging markets: Brazil, China, and Romania. The study also measures the differences in privacy concerns among consumers across countries. A hierarchical regression model explores the relative influence of Internet culture at the individual level versus country-specific influences in explaining differences in privacy concerns. According to country-specific regression models, individual consumers’ cultural factors explain much of the variation in privacy concerns. While privacy concerns differ by country, individual cultural factors explain more variance than either country or Internet experience.
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Digital Commons@Georgia Southern License
Musante, Michael and Brashear, Thomas, "An Examination of Internet-Based Privacy Attitudes in Select Emerging Countries" (2012). Association of Marketing Theory and Practice Proceedings 2012. 1.