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 Margarete, these perceptions of risk manifest in the following ways:
“I fear buying ICT related products online without really understanding what I paid for, and I won’t be able to cancel my online subscriptions (e.g., magazine, antivirus service) if I need to.”
This risk is where the person fears buying ICT related products and then if they want to cancel, they are afraid they will be unable to. For instance, Margarete’s experience with unwittingly subscribing to Amazon Prime and not knowing how to cancel has left her fearful of subscribing to anything online. She is afraid of visiting any site with a subscription service in case she accidentally signs-up for another service she cannot get out of herself.
“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, Margarete has found some books she would like to buy, but she doesn’t recognise the online retailer. She is afraid of buying them as she is does not trust that her private information is kept private.