Consumer privacy issues in mobile commerce: a comparative study of British, French and Romanian consumers

Purpose – This paper aims on one hand to provide a comparison of mobile consumers' perceptions regarding privacy issues in three different national and cultural contexts (England, France and Romania), and on the other hand, to investigate the strategic approach taken by respondents for protecting their privacy. Design/methodology/approach – Both secondary and primary data are collected and analysed. Secondary data collection focuses on the topic of consumer privacy issues in mobile commerce. Primary data collection was realised between March‐June 2008, when 300 mobile device users answered to a face‐to‐face questionnaire, in each of the three investigated countries. Findings – Both the country of origin and the personal profile of users, are influencing their perception regarding privacy threats in the mobile commerce environment, as well as the privacy protection strategy they adopt. Research limitations/implications – This study has an exploratory approach, the results being mostly descriptive. The findings can provide a useful insight for marketers, legislators and consumers regarding the privacy related concerns and behaviours in the mobile commerce environment. Originality/value – This study realises a multi‐country comparative analysis regarding the perceptions of mobile device users, and investigates the influence of their profile on the personal privacy protection strategy adopted in the mobile commerce environment.