The issue of privacy comes highly sensitively to consumers and it is for the same reason that the issue of trust is raised (Froomkin 2000). However, since the degree of trust that consumers have in an online merchant website serves to dictate the amount and magnitude of business that consumers are willing to perform with the online merchant, the issue is considered as one that is of the most significant priority that can contribute to success and/or failure of their business.
Researchers in favor of the dissemination of information have chosen to define privacy as a continuous state of anxiety that consumers undergo when they perform an ecommerce based transaction and is therefore unavoidable as well as inevitable (Connolly 2004). Researchers of this school of thought believe that if consumers with to perform ecommerce based transactions, then it is imperative for them to trade a small share of their privacy along with the exchange of the actual elements of the transaction (Fjetland 2002). However, it is imperative to highlight that this school of thought is one that does not support the stance on the dissemination of information for purely commercial purposes but consider it mandatory if contributions are to be made to the efforts towards the improvement of areas such as healthcare and customer support.
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