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Title:
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THE IMPACT OF INTERNET USERS PRIVACY CONCERNS ON TRUST IN E-COMMERCE |
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Author(s):
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Pattraporn Denpaisarn , Mathupayas Thongmak , Atcharawan Ngarmyarn |
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ISBN:
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978-972-8924-93-5 |
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Editors:
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Pedro Isaías, Bebo White and Miguel Baptista Nunes |
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Year:
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2009 |
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Edition:
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1 |
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Keywords:
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Privacy Concern, Trust, Electronic commerce. |
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Type:
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Full Paper |
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First Page:
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501 |
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Last Page:
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508 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Online privacy concern has been identified as a major cause impeding the potential of e-commerce market. The purpose
of this study is to assess Internet users' attitude toward privacy concerns both opinion and behavior, and to investigate the
impact of privacy concerns on trust in e-commerce. Social Contract Theory is drawn to explain consumers' perceptions of
fairness and justice in terms of privacy while they give their personal information to e-commerce websites to show their
trust in the Internet merchant. Results from the survey indicate that Internet users privacy concerns negatively affect the
level of trust which can be measured by the degree of revealing personal information. If Internet users are concerned,
they will be least willing to reveal their financial and personal identifiable data. Demographic characteristics such as
gender, age, income, and education level were found to have no influence on trust. |
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