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Bob Moritz
Marshfield Clinic Research Foundation

privacy

Using three, five-point Likert-type items, the scale measures a customer’s overall attitude toward the security and privacy facets of a particular retailer’s website.

The clarity with which a person understands what a particular company does with the data it has on its customers is measured with four, seven-point semantic-differentials.

Three, seven-point Likert-type items are used to measure how much a person believes it is okay to give misleading or incomplete personal information to a company and that he/she is likely to do it.

With four, seven-point Likert-type items, the scale measures how much a person has confidence in the reliability with which a company handles the customer data in its possession.

Five, seven-point Likert-type items measure a customer’s attitude regarding his/her susceptibility to being harmed because of the personal information collected by a company.

The extent to which a person believes that he/she was able to control the level of privacy experienced in a particular situation is measured using four, seven-point, Likert-type items.

The extent to which a person believes there are benefits to a particular company having and using his/her personal data is measured with four, seven-point Likert-type items.

The degree of control one has over the personal information possessed by a company is measured with four, seven-point Likert-type items.

The scale has four, seven-point Likert-type items that measure the degree to which a person believes that a company uses his/her customer information in an ethical manner.

Using four, seven-point Likert-type items, the scale measures the degree to which a person is sensitive about the way companies handle personal information because he/she believes privacy is very important.