Factors that influence Internet users´ privacy perception

Privacy concerns are identified as one of the main factors that have a negative impact on Internet users´ online behaviour. Often, Internet users do not have confidence that a web site will ensure their privacy either in collection nor in future usage of their personal information. In this article we propose a categorization of factors that can influence users´ privacy perception during their online activity. Furthermore, we report on a research model for Internet users´ privacy perception, and a pilot study performed among online shopping/Internet banking users.