Innovative Web use to learn about consumer behavior and online privacy

The use of web to learn about consumer behavior and online privacy is discussed. Consumers are more protective of their personal data than most e-marketers. Consumers are willing to provide their home address, phone number, email address, Social Security number and credit card number to a well-known site as compared to a lesser-known site, in part because they have no confidence that the e-commerce legal environment is secure. Multivariate analysis of variance reveals an overall effect for the type of Web site with regard to the willingness of respondents to reveal information. Exploring these difference individually, five times were different with respect to the type of site: age, gender, race, employer and medical information.