Perceived Privacy Risk
Privacy risks encompass fears around perceptions of privacy, security, and identity-theft. It is exhibited through a lack of confidence in the online environment and a reluctance to share anything private through digital means. This risk includes concerns about data security, scams and the fear of being tracked online as well as accidently signing up to subscriptions and automatic monthly payments that can be confusing.
For Joshua, these perceptions of risk manifest in the following ways:
“I feel there is a high level of risk doing transactions online (e.g., banking, shopping) and I’m worried that people might be able to access my account or credit card information.”
Privacy risks may be experienced as a fear of not being able to make online transactions such as banking or shopping due to the concern that others will be able to access their credit card details. For instance, Joshua fears online shopping as someone might access his banking details and generate a lot of debt in his name.
“I fear losing my privacy.”
This privacy risk is focused on the feeling that your privacy could be breached, you could become a victim of a scam, or your identity could be stolen. For instance, Joshua would like to create an account on a family history website his friend recommended. He is concerned that if he leaves personal information online (name, address, email) someone could steal his identity.