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Introduction: Protecting the privacy of internet customers is crucial in the field of health. In this area, there is sensitive and personal information, and privacy can increase customers’ trust in companies and create a stronger relationship between them.Methods: The target sample was chosen using a criterion-oriented purposeful sampling method. The sampling procedure was continued until the theoretical saturation of data was reached. Accordingly, 12 professors and administrators participated in the study. The data collection tool was a semi-structured interview. Nvivo software was used for theme analysis.Results: Based on the theme analysis method, two constructive themes of level one and 14 themes of level two were identified. Constructive themes of level one were technological infrastructure and obligations of the seller to the consumer. The themes of technological infrastructure were personalization services, social interaction performance, access control, information technology security, security enforcement measures, safety algorithm and data-based planning, and decision making. The constructive themes of the seller’s obligations to the consumer were awareness, user and seller education, safety, maintenance and support of information, responsibility, framework and principles, and trust.Conclusion: The proposed model showed that privacy protection was essential. Medical device businesses should implement a robust privacy policy, closely monitoring access, training employees on privacy protection, and upgrading security systems. |
