An investigation of Internet users' level of awareness, understanding, and overall perceptions of Internet cookies in regard to online privacy and security

The purpose of this research was to empirically test the awareness, understanding, and perception of Internet cookies by Internet users. In addition, the study measured consumer concern about Internet privacy and security; and attitudes regarding the potential successfulness of self-regulation of the gathering, storage, and use of personal information in the United States. Two hundred respondents completed the online survey. Internal reliability of each construct was tested using the T-Test statistic. All constructs were determined to be internally reliable.;All hypotheses were causal in nature, and were tested using bivariate chi square analysis. All hypotheses were supported with the exception of H 5 and H12 which tested at significance levels greater than .05.;The conclusions of the study were as follows: (1) consumers level of awareness of Internet cookies was directly related to the amount of Internet experience of the respondent; (2) gender was an indicator of level of awareness of Internet cookies; (3) age was inversely related to awareness of Internet cookies; (4) awareness of Internet cookies was directly related to level of education; (5) level of Internet experience was directly related to likelihood of understanding Internet cookies; (6) level of Internet experience influenced consumer perception of Internet cookies; (7) level of Internet experience and amount of concern regarding Internet security were inversely related; (8) level of Internet experience and amount of concern regarding Internet privacy were inversely related; (9) privacy concern was related to consumer perceptions regarding Internet cookies; and (10) privacy concern was inversely related to cookie awareness.