73
Table 4.2 (continued)
Focus
Areas of focus
Guiding theories
Rationale
Role of
regulation
• Examining consumer
perceptions of
regulatory protections
in the cloud context.
• Investigating
regulatory expectations
across cultures and
cloud contexts.
• Regulatory focus
theory
The issue of data
location is a primary
concern in the cloud
context as this has
implications for
regulation. In
addition, perceptions
regarding regulation
has been found to
influence privacy in
other contexts (Li
2011). Little is
known in terms of
consumers’
regulation knowledge
and expectations in
the cloud context.
Privacy and
trust repair
• Examine the impacts of
cloud privacy breaches
on consumer
perceptions regarding
the cloud generally and
the affected
organisation.
• Explore the efficacy of
breach responses in
rebuilding trust and
privacy perceptions
• Psychological
contract breach
• Communication
privacy management
theory
The growth of
privacy breaches in
the cloud has been
widely publicised. It
is important to
explore how these
incidents influence
consumer
perceptions and how
organisations can
recover.
Building
privacy
knowledge
• Explore consumers
existing privacy
knowledge and
self-efficacy in different
cloud contexts.
• Examine the efficacy of
different knowledge
and self-efficacy
building approaches.
• Explore the
relationship between
self-efficacy, privacy
concern and behaviours
in different cloud
contexts.
• Self-efficacy theories
• InformationMotivation-Belief
theory
Consumers lack of
awareness of how
their data is used in
the cloud context
coupled with the
growth of cloud data
breaches point to the
need to understand
and develop privacy
knowledge and
self-efficacy among
consumers. As a
result, it is important
to empirically explore
the efficacy of any
such knowledge
building efforts.
4 UNDERSTANDING AND ENHANCING CONSUMER PRIVACY PERCEPTIONS…