Référence :
Li, Y. (2014). The impact of disposition to privacy, website reputation and website familiarity on information privacy concerns. Decision Support Systems, 57, 343-354
Idée / dominante :
Dans le e-commerce, la « disposition to privacy », ou aspiration générale d’un individu à la protection de ses données personnelles (fonction d’éventuelles expériences préalables), la réputation perçue du site internet et la familiarité personnelle avec ledit site ont une influence sur la naissance d’inquiétudes et de craintes, ressenties par les consommateurs, liées à la confidentialité.
Résumé :
L’article se concentre sur le e-commerce, aux yeux du consommateur, alors que ce domaine est souvent étudié du point de vue organisationnel. Il s’agit plus précisément d’étudier l’influence de la « disposition to privacy » (ou degré d’importance donné à la confidentialité des informations), de la familiarité personnelle avec un site internet, et de la perception de la réputation de ce site sur les différentes inquiétudes liées à la protection des données pouvant naître lors d’une expérience sur un site de e- commerce. L’auteur rappelle ici qu’il s’agit d’un type précis d’inquiétudes liées à l’utilisation d’internet, et défend l’idée selon laquelle il y a inquiétude lorsque le seuil d’exigence du consommateur n’est pas atteint. Autrement dit, son expérience ne parvient pas à la hauteur de ses attentes. Plusieurs facteurs peuvent influencer cette inquiétude : la réputation du site, la politique de confidentialité, les assurances de confidentialité (notamment les labels délivrées par une instance tierce => importance minime, cf autres travaux), la sensibilité de l’information délivrée et sa pertinence, la confiance et le degré de présence sociale, la perception du contrôle personnel sur sa « privacy », ainsi que l’importance que l’individu y attache (i.e. « disposition to privacy »).
Pour répondre à son modèle de recherche, l’auteur a créé un questionnaire dont les 28 items étaient répartis de la façon suivante : degré d’importance de la « privacy », réputation du site, familiarité avec le site, inquiétudes propres au site, bénéfice perçu, expérience préalable avec les problématiques de confidentialité, comportement envisagé. Ce questionnaire, soumis à un échantillon représentatif de la société américaine, a reçu 110 réponses exploitables (taux de participation de 32,9%).
Hypothèses de recherche validées par l’étude empirique :
- le degré d’importance donnée à la « privacy » (« disposition to privacy ») a une influence positive sur les inquiétudes des consommateurs (plus le consommateur attache de l’importance à la protection de ses données, plus celui-ci sera inquiet),
- la perception de la réputation du site internet (de e-commerce) a une influence négative sur les inquiétudes,
- la familiarité du consommateur avec le site internet considéré a une influence négative sur les inquiétudes,
- la confrontation préalable de l’individu à une situation présentant des risques pour la protection de ses données impacte positivement le degré d’importance donné à la « privacy »,
- plus le consommateur est inquiet, moins il est enclin à utiliser le site internet considéré (impactnégatif).L’étude relate également que l’introduction de variables démographiques et sociales (âge, sexe, éducation) ont un impact non-significatif sur le degré d’importance donné à la protection des données.
Notes d’intérêt pour la recherche en cours :
Revue de la littérature sur les attributs de la « disposition to privacy », synthèse de travaux de Westin (1967), Altman (1975, 1976) et Laufer & Wolfe (1977), approfondissement des travaux de Xu et al. (2011) en incluant des facteurs contextuels.
Ce qui n’a pas été abordé :
Article centré sur le e-commerce. Dans quelle mesure, peut-on étendre ces enseignements à l’utilisation des réseaux sociaux ? L’utilisation de variables démographiques et sociales pour comprendre comment le consommateur appréhende un site internet (en termes de fiabilité/réputation/familiarité) n’est pas relatée ici.
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