63
multiple disciplines, many of which place control at the centre (Kesan
et al. 2013). However, advances in technology have shifted the focus from
a predominantly physical construct to a digital one, and from organisational control to an individual’s control of their personal information.
While discussions regarding the potential security and privacy issues within
cloud computing are largely centered around adoption at an organisational level, there are many consumer issues which warrant consideration
(Alashoor 2014). This chapter focuses on privacy from the IS perspective
where privacy is defined as an individual’s ability to personally control
information about themselves and how it is disseminated (Smith et al.
1996; Bélanger and Crossler 2011).
In the cloud computing context, there are many privacy issues that
organisations should consider and seek to address including issues surrounding control, unauthorised secondary use of data, and improper
access (Senarathna et al. 2014; Pearson and Benameur 2010). However,
the majority of extant privacy research in the cloud computing domain
focuses on the technical solutions to secure data in the cloud from both
design and architectural perspectives (Nikkhah et al. 2018). It is important to move beyond this and understand the role of the privacy perceptions of consumers on their adoption and use of cloud computing.
4.3
examInIng prIvacy perceptIonS In the cloud
The broader privacy literature within IS is well developed with a large
number of studies conducted across multiple contexts over the past three
decades. As privacy cannot be objectively measured or quantified, proxies
are utilised to examine the role of privacy, with privacy concern representing the dominant approach in existing literature (Bélanger and Crossler
2011). Conceptualisations of privacy concern also differ across the myriad
of existing studies with the emphasis often placed on fears around loss of
privacy (Xu et al. 2011), or possible improper uses such as one’s personal
data being disclosed online (Son and Kim 2008). As summarized in
Table 4.1 below, four scales are predominantly used to measure information privacy concerns in the IS literature (Alashoor et al. 2017). While
there is an absence of agreement on the most appropriate scale, each of
these scales have been rigorously tested, validated and adapted to other
contexts. Furthermore, across these scales six dimensions of concern are
consistently included.
4 UNDERSTANDING AND ENHANCING CONSUMER PRIVACY PERCEPTIONS…
multiple disciplines, many of which place control at the centre (Kesan
et al. 2013). However, advances in technology have shifted the focus from
a predominantly physical construct to a digital one, and from organisational control to an individual’s control of their personal information.
While discussions regarding the potential security and privacy issues within
cloud computing are largely centered around adoption at an organisational level, there are many consumer issues which warrant consideration
(Alashoor 2014). This chapter focuses on privacy from the IS perspective
where privacy is defined as an individual’s ability to personally control
information about themselves and how it is disseminated (Smith et al.
1996; Bélanger and Crossler 2011).
In the cloud computing context, there are many privacy issues that
organisations should consider and seek to address including issues surrounding control, unauthorised secondary use of data, and improper
access (Senarathna et al. 2014; Pearson and Benameur 2010). However,
the majority of extant privacy research in the cloud computing domain
focuses on the technical solutions to secure data in the cloud from both
design and architectural perspectives (Nikkhah et al. 2018). It is important to move beyond this and understand the role of the privacy perceptions of consumers on their adoption and use of cloud computing.
4.3
examInIng prIvacy perceptIonS In the cloud
The broader privacy literature within IS is well developed with a large
number of studies conducted across multiple contexts over the past three
decades. As privacy cannot be objectively measured or quantified, proxies
are utilised to examine the role of privacy, with privacy concern representing the dominant approach in existing literature (Bélanger and Crossler
2011). Conceptualisations of privacy concern also differ across the myriad
of existing studies with the emphasis often placed on fears around loss of
privacy (Xu et al. 2011), or possible improper uses such as one’s personal
data being disclosed online (Son and Kim 2008). As summarized in
Table 4.1 below, four scales are predominantly used to measure information privacy concerns in the IS literature (Alashoor et al. 2017). While
there is an absence of agreement on the most appropriate scale, each of
these scales have been rigorously tested, validated and adapted to other
contexts. Furthermore, across these scales six dimensions of concern are
consistently included.
4 UNDERSTANDING AND ENHANCING CONSUMER PRIVACY PERCEPTIONS…