Over the past decade, numerous surveys conducted around the world have found consistently high levels of concern about privacy. The more recent studies have found that this concern is as prevalent in the online environment as it is for physical-world interactions. For example, Westin (Harris 1998) found 81% of Net users are concerned about threats to their privacy while online. While many studies have measured the magnitude of privacy concerns, it is still critical to study the concern in detail, especially for the online environment. As Hine and Eve (1998) point out: Despite this wide range of interests in privacy as a topic, we have little idea of the ways in which people in their ordinary lives conceive of privacy and their reactions to the collection and use of personal information (Hine and Eve 1998, 253) With this study, we have tried to better understand the nature of online privacy concerns.