Websites, data types and information privacy concerns: A contingency model

- This study explored and empirically examined the relationships of Website types, data types and information privacy concerns by two online surveys in Taiwan. One set of data was collected Facebook.com; the other was from Ruten.com (Taiwan's version of eBay).
- Results showed that Website type (relational vs. transactional) and data type (required vs. optional) were dominant factors of individual's information privacy concerns (collection, improper access, errors and unauthorized secondary use).
- The interaction effect of Website type and data type was also significant, implying that users of a social-networking showed higher concerns on their personal information (optional data) to be collected; however, users of a transactional site concerned more about the unauthorized secondary use and improper access of their required data.
- Moderating variables such as gender, age, use and experiences of being cheated online were also collected and analyzed.
- A contingency model of information privacy concerns was developed and validated.