The Impact of Online Data Collection on Consumer Autonomy

Abstract

Recent advancements in the field of Big Data are facilitating various business intelligence activities for businesses. However, we contend that online data collection can generate tensions for consumers. The Big Data collection can compromise consumers' sense of autonomy, the lack of which can be harmful to consumer privacy, data security, data confidentiality, and data ownership. This study presents preliminary results on the relationship between online data collection and online consumer autonomy in Australia. This study identifies open research questions for future research.