Understanding and Enhancing Consumer Privacy Perceptions in the Cloud
Abstract The recent increase in highly publicised cloud breaches, coupled with issues surrounding transparency and control in the cloud, highlights the importance of understanding and addressing privacy in this context. The extant cloud privacy literature has a tendency to focus on technical solutions to address security and privacy together, but a small emerging body of literature acknowledges the importance of consumers’ privacy perceptions in the context of cloud computing. Given the breadth of cloud applications and the situational nature of privacy, it is imperative to unpack the role of privacy in this complex domain. This chapter leverages the broader privacy literature in the Information Systems field to identify potential measures to enhance consumer privacy in the cloud context and highlights a number of paths for research to further our knowledge of consumer privacy perceptions in the various cloud contexts.