While international studies show ample evidence of information privacy concerns,
there is a lack of knowledge on the South African consumer’s opinion on information
privacy, and their shopping behaviour, especially within a direct marketing context.
The objectives of the study included the dependency between age and level of
education and knowledge about information protection practices; the privacy
concerns of direct and non-direct shoppers; and the direct shopping behaviour of
victims versus non-victims. A probability (systematic) sampling design was used to
draw a representative sample of households with listed telephone numbers in the
different provincial Telkom telephone directories. The sample units were randomly
selected where-after 800 telephone interviews were conducted with adults from
these households. Findings include that: the level of awareness of name removal
procedures is not dependant on age or educational level; that direct shoppers and
non-direct shoppers differ in terms of their concern for solicitation practices; and that
victims and non-victims differ in terms of their Internet shopping behaviour. The
results from the study suggest that the ability to gather and maintain personal
information does not necessarily imply that direct marketers are successful in
establishing meaningful relationships with consumers. Direct marketing
organisations need to be cautious of how they use consumers’ collected information
and attend to several privacy issues if they want to facilitate relational exchanges
between themselves and consumers.
The right to information privacy is considered a basic human right in countries that recognise the right to privacy. South Africa, and other countries that recognise this right, offer individuals legal protections for their ...
Van Staden, W.J.S. (Wynand Johannes Christiaan)(University of Pretoria, 2011-09-20)
The protection of privacy related information of the individual is receiving increasing attention. Particular focus is on the protection of user interaction with other users or service providers. Protection of this interaction ...
Jordaan, Yolanda(College of Economic and Management Sciences, University of South Africa, 2007-08)
Consumer privacy is becoming an issue of increasing managerial
importance as consumers become concerned about marketers’ intrusions
on their privacy and insist on the protection of the confidentiality
of their personal ...