Privacy Concerns (Data Accuracy)

What it measures

The scale measures how much a consumer is concerned about the accuracy of their personal data as held by companies — whether firms take adequate steps to keep records correct and provide ways to fix errors. One facet within a broader multi-country study of privacy concerns and trust, it was developed to test how trust in retail personnel, retailers, and the country itself shapes willingness to disclose personal information.

Response format

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

Scale items

• Companies should take more steps to make sure that the personal information in their files is accurate.
• Companies should have better procedures to correct errors in personal information.
• Companies should devote more time and effort to verifying the accuracy of the personal information in their databases.

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

Usage notes & scoring

Grosso et al. (2020) adapted three of four items from an established privacy measure, administering it to a very large, 14-country sample (n = 22,050). Reliability was good (α = .887), and CFA provided a range of supporting evidence for internal consistency and validity.

Recommended companion scales

Citation

Grosso, M., Castaldo, S., Li, H., & Larivière, B. (2020). What Information Do Shoppers Share? The Effect of Personnel-, Retailer-, and Country-Trust on Willingness to Share Information. Journal of Retailing, 96(4), 524-547.

Keywords