71
found that context-specific privacy knowledge and privacy self-efficacy
influence individuals’ privacy-protective behaviours. There is a need for
organisations to consider consumers’ privacy knowledge and self-efficacy
both for potential and existing customers. Any communication, be it a
privacy label or app notification regarding privacy should consider the
consumers’ knowledge, and be framed in ways which enhance their knowledge as opposed to obfuscate improper practices. In addition, organisations should provide supplementary information and resources which
empower consumers to develop their privacy knowledge and self-efficacy.
It is argued that this level of transparency will heighten perceptions of
control and trustworthiness while building consumers’ privacy self- efficacy
and thereby facilitating informed decision making.
4.5 Future reSearch dIrectIonS
As discussed earlier, consumer perceptions of privacy are influenced by
past experience and the context in question (Li 2011). As such, pertinent
privacy issues are likely to vary across different cloud contexts (Pearson
2012). At a high level, more privacy research is required that focuses on
consumer perceptions of privacy in the cloud in general, among different
cloud service provision models, in public/private cloud settings, and in
different domains such as IoT. Table 4.2 below outlines a number of
potentially fruitful directions for research that may enrich our understanding of privacy in the cloud. As per Li (2012), relevant theories popularised
in other privacy contexts are listed alongside each area. These research
directions represent an initial step in unravelling the role of the complex
privacy construct in this multifaceted and evolving context.
4.6 concludIng remarkS
The need to address privacy concerns in order to ensure the success of new
information technologies has been argued in the broader privacy literature
(Hong and Thong 2013). The importance of addressing privacy and security in the cloud is also well established (Wood 2012). However, literature
focused on understanding consumer perceptions regarding privacy in the
cloud is still emerging. This chapter argues for the need to move beyond
technical solutions which address security first and privacy second, towards
a focus on understanding and addressing the privacy perceptions of consumers. Given the proliferation of cloud computing, the potential privacy
4 UNDERSTANDING AND ENHANCING CONSUMER PRIVACY PERCEPTIONS…
found that context-specific privacy knowledge and privacy self-efficacy
influence individuals’ privacy-protective behaviours. There is a need for
organisations to consider consumers’ privacy knowledge and self-efficacy
both for potential and existing customers. Any communication, be it a
privacy label or app notification regarding privacy should consider the
consumers’ knowledge, and be framed in ways which enhance their knowledge as opposed to obfuscate improper practices. In addition, organisations should provide supplementary information and resources which
empower consumers to develop their privacy knowledge and self-efficacy.
It is argued that this level of transparency will heighten perceptions of
control and trustworthiness while building consumers’ privacy self- efficacy
and thereby facilitating informed decision making.
4.5 Future reSearch dIrectIonS
As discussed earlier, consumer perceptions of privacy are influenced by
past experience and the context in question (Li 2011). As such, pertinent
privacy issues are likely to vary across different cloud contexts (Pearson
2012). At a high level, more privacy research is required that focuses on
consumer perceptions of privacy in the cloud in general, among different
cloud service provision models, in public/private cloud settings, and in
different domains such as IoT. Table 4.2 below outlines a number of
potentially fruitful directions for research that may enrich our understanding of privacy in the cloud. As per Li (2012), relevant theories popularised
in other privacy contexts are listed alongside each area. These research
directions represent an initial step in unravelling the role of the complex
privacy construct in this multifaceted and evolving context.
4.6 concludIng remarkS
The need to address privacy concerns in order to ensure the success of new
information technologies has been argued in the broader privacy literature
(Hong and Thong 2013). The importance of addressing privacy and security in the cloud is also well established (Wood 2012). However, literature
focused on understanding consumer perceptions regarding privacy in the
cloud is still emerging. This chapter argues for the need to move beyond
technical solutions which address security first and privacy second, towards
a focus on understanding and addressing the privacy perceptions of consumers. Given the proliferation of cloud computing, the potential privacy
4 UNDERSTANDING AND ENHANCING CONSUMER PRIVACY PERCEPTIONS…