Privacy Concerns About the Website

What it measures

The scale measures general privacy concern about a website, adapted from an established privacy-concern framework for use in an e-commerce context.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• How concerned are you that your personal data may be used for purposes other than the reason for which you provided the information?
• How concerned are you about your online personal privacy on this website?
• How concerned are you about the fact that this website might know/track the sites you visited?
• How concerned are you about this website sharing your personal information with other parties?

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Aiello et al. (2020) adapted phrasing and concepts from Lwin, Wirtz, and Williams' (2007) privacy scales, using it across two studies. Reliability was good to strong (α = .85–.92). Validity information wasn't provided.

Citation

Aiello, G., Donvito, R., Acuti, D., Grazzini, L., Mazzoli, V., Vannucci, V., & Viglia, G. (2020). Customers’ Willingness to Disclose Personal Information throughout the Customer Purchase Journey in Retailing: The Role of Perceived Warmth. Journal of Retailing, 96(4), 490-506.

Keywords