| Individual privacy has always been a significant issue with consumers. However, with the advent of the Internet and the commercial use of the Internet, it has taken on a much greater significance. Over the years, technology has gradually caused the erosion of the distinction between what is private and what is public. The value of personal information for organizations has increased. As a result, online businesses are economically motivated to gather and use greater amounts of personal information. In order to maintain market advantage, organizations need to develop ways to determine what personal information should be collected and with whom that information should be shared.;The purpose of this study was to explore the concept of privacy sensitivity, which was defined as the attitudinal disposition of an individual's willingness to share information of a personal nature. The study explored this concept by examining response latency, which is a proposed determinant of privacy sensitivity. Response latency is defined as the amount of time it takes a respondent to respond to a request. Response latency has been extensively examined in the marketing and advertising industry. Additionally, this study conducted a field simulation exercise, which explored various privacy items and determined which of those items people are most sensitive about. This study addressed the following questions: (1) What is privacy sensitivity and how may it be measured and (2) How do different dimensions of privacy sensitivity vary with response latency?;Results of this study provided two important factors: (1) It provided organizations the foundation to improve and develop Internet technologies, which address individual privacy concerns; and (2) it provided a methodology for organizations to determine what personal information individuals are sensitive about. The establishment of a foundational base for understanding the concept of privacy sensitivity could affect the future development of privacy-friendly Internet technologies. The ultimate significance of this study was to further define privacy sensitivity and to provide a baseline for further research on this topic. |
