Eureka! Institutional Repository

Understanding and protecting personal privacy in information systems is becoming increasingly critical with widespread use of networked systems and the Internet. Individuals have become more concerned about handling of personal data, secure purchasing patterns and targeted marketing and research. In this regard, the purpose of this study is to examine the effect of privacy and perceived security as means to improve internet marketing processes and research. The current study is designed to research the relationships of closely related terms such as information privacy and security towards internet marketing and research processes. Thus, it aims to add theoretical and managerial insights in helping understand how an internet retailer can boost business and consumer satisfaction by an increased level of privacy and trust via internet marketing practices.