TABLE 3
FROM:
Consumer reactions to online behavioural tracking and targeting
Pamela L Alreck and Robert B Settle
BACK TO ARTICLETable 3. Percentage who agreed and disagreed with each statement*
| Statement | Agreed | Disagreed | |
|---|---|---|---|
| 1 | Online marketers should be prohibited by law from trading or selling information about visitors or buyers without their permission. | 80.8 | 19.2 |
| 2 | I would be upset if I found out that other shoppers got better deals than I did from the same website during the same time period. | 78.9 | 21.1 |
| 3 | There should be a law against online marketers collecting and saving information about visitors to their sites without the shopper's permission. | 68.5 | 31.5 |
| 4 | E-mail ads with links to 'special discounts' can be misleading because the prices are often no better than those routinely offered at the website. | 62.6 | 37.4 |
| 5 | It is easier to find bargains and discounts on the web than it is in conventional retail stores. | 62.4 | 37.6 |
| 6 | Online shopping is generally much more risky than shopping at a conventional retail store. | 59.7 | 40.3 |
| 7 | If I learned that an online marketer charged different prices to similar shoppers during a given time I would avoid shopping at that website. | 56.7 | 43.3 |
| 8 | If I visited a website several times within a few hours and the prices fluctuated up and down substantially I would be very surprised! | 55.9 | 44.1 |
| 9 | It should be illegal for online marketers to charge different prices to some shoppers than to others during the same time period. | 55.2 | 44.8 |
| 10 | In all fairness, online marketers should offer their loyal customers better prices and bargains than first-time buyers. | 51.5 | 48.5 |
| 11 | Online shoppers who take the time and trouble to use 'price-comparison' sites such as PriceScan or Yahoo! deserve to receive lower prices. | 49.6 | 50.4 |
| 12 | Online marketers can learn too much about visitors to their sites, even when the shopper does not actually enter or submit any information. | 49.0 | 51.0 |
| 13 | Conventional retail stores are generally more fair and honest than online marketers who sell consumer goods and services. | 39.1 | 60.9 |
| 14 | Websites that specialise in discounts and coupons, such as 'Eversave' or 'MyCoupons,' allow online shoppers to obtain substantial savings. | 37.2 | 62.8 |
| 15 | Online shoppers can protect their privacy completely if they delete the 'cookies,' the small programs websites leave on visitors' computers. | 26.3 | 73.7 |
| 16 | It is against the law for online marketers to charge different prices to some shoppers than to others during the same time period. | 19.8 | 80.2 |
* N=1,135.
