Odczuwana prywatność a zachowania konsumenta w wirtualnym i fizycznym kanale sprzedaży w świetle wyników badań własnych
Perceived privacy and consumer behaviorin the virtual and physical sales channel –insights from empirical research

Summary/Abstract: The purpose of the paper is to explore the impact of perceived privacy by the consumer in the process of purchasing on the perception of the sales channel and his/her behavior in it. The paper presents the outcomes of own quantitative and qualitative research. The level of concerns about privacy is significantly higher in the virtual channel. The importance of privacy increases with age, decreases with increasing income, and higher age and lower income are corresponding to the highest levels of these concerns in the virtual channel, where the additional role is played by the personal innovativeness in the domain of IT. Young consumers do not perceive the issues of privacy as a disincentive to purchase in virtual channel, rather fearing its lack in the physical one, and the perceived privacy and security of purchase are for them independent of each other.

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