Privacy concerns and expectation of control

This study collected empirical data from over 200 Web users and investigated the relationships between three constructs related to privacy of Web users' data: user privacy concern about personal data collection, user expectation of control over collected personal data, and user self‐regulation. A structural model showed that significant relationships existed among the three constructs. The results suggest that businesses would be wise to address the need that users feel for increased privacy, and that personal characteristics such as self‐regulation may be used to tailor the level of user control over personal data.