Chapter 2 Literature Review
2.2 Privacy Concerns
Information privacy concerns are the organization how to use and protect personal information of the general concerns. Previous research has raised concerns about several dimensions of information privacy measure, namely, collection, unauthorized secondary use; improper access and errors are described as follows (Tan et al., 2012). Collection
covers a wide range of concerns that consumers will be a large number of identifiable personal information is collected if appropriate.
1. Errors refer to the consumer concerns about whether the company can be intentional or accidental errors protect their personal information. The other is the consumers using the wrong information may cause harm to the individual concerns.
2. Unauthorized secondary use reflects the concerns of consumers for the purpose within the organization in order to collect some personal information, but within the organization or outside with other purposes. This concern can be divided into external or internal was used again to discuss this merger.
3. Improper access is an individual for personal information may be obtained by non-authorized unit or visits the concerns.
Past study mentioned above consumers' information privacy concerns (CFIP) dimension of proven and successful network of direct sales in the non-application of the market (Preibusch, 2013). However, with time evolution, the rise of the Internet in recent years, the development of e-commerce market is booming, scholars have proposed Internet users for personal information concerns, most likely with non-line consumers may be different. So check these dimensions of information privacy concerns can move to e-business environment is very important. Smith et al. (1996) also show that "these dimensions are not absolute nor are fixed, the advocates of these ideas, and academic customers might change over time.
"Previous study, the information privacy concerns in all dimensions by the literature review later, and according to the characteristics of Internet users as Internet users to re-organize the information privacy concerns, and define the dimensions of the three operable, were collection, control and awareness, respectively, as described below (Preibusch, 2013):
1. Collection is
internet users‟ information privacy concern
the first dimension, referring to the collection of information, whether legal or illegal actions. Thedimensions of information privacy concerns are defined as "personal care on individual specific information to be collected relative to the degree of benefit they receive" (Staddon, Acquisti, & LeFevre, 2013). In the direct sales market, many customers are willing to share their information even though in exchange for something, but they still want to limit access to information about them (Zhou &
Li, 2014).
2. Control is the second dimension, is also an important dimension, as consumers when they provide personal information, is often accompanied with high risk. If the individual's information in some areas has been given control through the power, they think this is a fair process (Zhou & Li, 2014). If a particular set of resources to allow people to collect their personal information and give them to opt out the opportunity, they will be more concerned about data collection.
3. Privacy Policy perception (Awareness of privacy practice) is IUIPC third dimension refers to the "consumers care about him aware of the privacy policy of the organization" (Al Sawah et al., 2015). After the majority of online users in the uncertain status of use of these data, it will refuse to disclose their personal information. (Platenius, Arifulina, Petrlic, & Schäfer, 2014).
2.2.1 Privacy Settings
Social network site's privacy settings, most of which revolve around the following four levels to provide the user fine-tuning options. Users can share permissions are set to "friends," "friends of friends" or "owner," in addition to users who do not want to disclose their personal information; you can also select "personalize" the sharing of personal data permissions set to "own or limited users"(Liu et al., 2011).
Social network site will share users' privacy rights, divided into the following main blocks, namely, "basic information list," "share on the site," "applications and websites," and "blacklist" four privacy setting blocks (Facebook Data Use Policy, 2014).
Privacy setting blocks provide users to understand what they are setting relevant content, but also allow users to do the privacy settings for each adjustment detail. The following is the privacy settings block of information shows:
1. List of fundamental information, to allow users to identify each other and keep in touch, sharing some primary information access is set to "all." Such as name, ID photos, and sex is to make real friends to identify when a user message in graffiti on the wall when, in order properly display (Liu et al., 2011).
2. Sharing on the site, to allow users to save past too many steps, social networking sites offer four different privacy permissions (everyone, friends of friends, only friends and recommended setting) for the user quickly apply the default privacy settings in order to save more cumbersome procedure. There is also personal to do setting for small items. However, the basic core remains the user to control the privacy settings; it determines which users and which applications can see the personal data and share content (Nosko et al., 2012).
3. Applications and sites, User can adjust what data type is open to including search engine applications, including use at the site (Madden, 2012). These applications can access to basic public information, and other settings for "Everyone" to share content. From here, users can also view applications currently in use are the list, and remove any unwanted application that re-use, or completely shut down the use of social networking applications, enabling any user applications is not available information (but not while the withdrawal of any application and website).
4. Blacklist, privacy settings control who can contact through the social networking site users can choose to block the name and email address. Users can reject the blockade between the households included in your blacklist to prevent these people in the community Web site and your contacts, or browse your data, are you blocked will not be able to interact with you on social networking sites. You also can specify some friends of mine reject an application or game to send the invitation, and can use this setting to block specific applications and trying to get your information and contact you (Chenju et al., 2014).
Social network sites provide these privacy rights mechanisms, the statement also said they would not share the user and the advertiser personal information, and explain
the lock advertisers target is completely anonymous. Advertisers can choose to target certain features as advertising, social networking site merely for those ads automatically with the users. Advertisers will not get any personal information that they will at most receive the anonymous data reports (Facebook Advertise, 2012).