Resilience to Online Privacy Violation: Developing a Typology of Consumers


  • Jelena Budak Institute of Economics, Zagreb, Croatia
  • Edo Rajh Institute of Economics, Zagreb, Croatia
  • Bruno Škrinjarić Institute of Economics, Zagreb, Croatia



resilience, online privacy violation, privacy concern, consumer typology, Croatia.


This study examines which segments of population with similar resilience to online privacy violation, severity of online privacy violation, and attitudes towards online privacy concern exist in Croatia, and whether they can be differentiated by demographic characteristics and attitudes towards other online constructs. Research is performed on a representative sample of Croatian Internet users who experienced online privacy violation. The survey data were analyzed using factor analysis, k-means cluster analysis, chi-square test and ANOVA. The findings indicate three groups of consumers with: (1) low-resilience, (2) moderate-resilience, and (3) high-resilience; who differ in age, income, and online buying habits.


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How to Cite

Budak, J., Rajh, E., & Škrinjarić, B. (2023). Resilience to Online Privacy Violation: Developing a Typology of Consumers. Scientific Annals of Economics and Business, 70(3), 379–398.