Individual, Contextual and Macro Antecedents of Online Privacy Concern: The Case of Data Collection in Europe

Abstract

This article investigates the individual, contextual and macro antecedents affecting online privacy concern in a unique framework. We use a dataset collected in 2010 that includes more than 14,000 Internet users from 26 European countries. Based on the APCO model, we examine the variables associated with the probability of being concerned about the collection of online personal data in order to draw policy and regulatory implications. The results highlight that all types of antecedents simultaneously affect online privacy concern. First, clear gaps are found based on income, age and gender. Second, individuals privacy perception has a significant impact on online privacy concern. Third, with regard to political ideology, far-left-oriented individuals are more concerned about privacy. Fourth, with respect to Internet use, the frequency of use has no significant link with online privacy concern, but an increased variety of use has a negative effect on individuals privacy concern. In addition, privacy protection and awareness are positively linked to online privacy concern, while trust appears to strongly reduce online privacy concern. Finally, online privacy concerns related to data collection vary across European countries due to cultural and regulatory differences.