Value-based information privacy objectives for Internet Commerce

The purpose of this paper is to define information privacy objectives based on values of individuals. The study is informed by the value-focused thinking approach that helps generate objectives for strategic decision makers. We employ a sequential mixed method approach in four phases. Phase 1 uses Value Theory to define individual values for information privacy. Using value-focused thinking the values are then converted into objectives. The objectives are classified into means and fundamentals based on their relative importance. In Phases 2 and 3, drawing on 207 and 458 respondents, respectively; we quantitatively define a more parsimonious set of objectives. In Phase 4, using a new sample of 221 respondents, we apply a confirmatory factorial analysis to test the models hypothesized in previous phases. In the final synthesis, a five-factor model of means and fundamental objectives is presented. Collectively the means and fundamental objectives for information privacy present a measurement scale, which is useful for researchers and marketers who wish to research how customer attitudes about how privacy influences Internet behavior. The objectives can also be useful for companies to design privacy for Internet Commerce.