Comprehensive Privacy Awareness Framework (CPAF): Assessing Privacy Awareness of Saudi E-Commerce Users

With the rapid expansion of the Internet, it is crucial to be aware of the different aspects of privacy, especially in light of rising global cybersecurity threats and data breaches. While previous research has identified various factors when studying privacy awareness, these studies often remain fragmented or examine key factors in isolation from one another, limiting their ability to provide a holistic view. To address this gap, this study proposes the Comprehensive Privacy Awareness Framework (CPAF), which is a theoretically grounded model that conceptualizes privacy awareness across four dimensions: individual, technological, organizational, and social. The framework is empirically validated through a case study of Saudi e-commerce users, a context chosen due to the sector’s rapid digital transformation under Vision 2030 and limited comprehensive privacy research. A CPAF-based survey was administered to 400 active e-commerce users. The quantitative results demonstrate that privacy awareness is a multidimensional construct, where each dimension is significantly associated with the others. Privacy awareness cannot be captured through a single and uniform measure. The findings further reveal notable gaps in users’ knowledge, behaviors, and perceptions of privacy risks, indicating insufficient preparedness when navigating e-commerce environments. These insights highlight the urgent need for targeted awareness initiatives and policy interventions to strengthen user protection and foster responsible digital participation.