The influence of privacy awareness and privacy self-efficacy in e-commerce

During the past decade, the Internet has become an essential tool for communication, entertainment and business. It has especially changed the way business is conduct. Information technology has significantly affected the market and business. As the increasing of online shopping activities, users have started to gain knowledge about the Internet. They have become more confident about their knowledge, and their online privacy self-efficacy seems like have been improved. Some users said they are worried about their privacy while purchasing online. And more than three-quarters of users basically agree that they wouldn't use the service, product or retailer if they felt their privacy was violated. However, is their actions really support their concern? This study will focus on data analytics and customer's awareness of privacy issue in the online purchasing behaviors. It will find out whether users are aware of the privacy issues and whether that awareness would influence their intention of future online purchasing.