Electronic Commerce environments increasingly witness a conflict on the subject of e-privacy: While marketers want to maximize their customer knowledge and grasp the identity of their online users, consumers often want to stay anonymous and not reveal private information. The conflict suggests...

Electronic Commerce environments increasingly witness a conflict on the subject of e-privacy: While marketers want to maximize their customer knowledge and grasp the identity of their online users, consumers often want to stay anonymous and not reveal private information. The conflict suggests...

This research investigates drivers of consumer's online search activity. Traditional constructs relevant in offline information search (including perceived product risk, purchase involvement and product knowledge) are tested for an online environment on the basis of a structural equation model....