The effect of encryption on Internet purchase intent in multiple vendor and product risk settings

Authors:
Maureen Francis Mascha;Cathleen L. Miller;Diane J. Janvrin
Affiliations:
University of Wisconsin, Oshkosh, USA;Wayne State University, Detroit, USA;Iowa State University, Ames, USA
Venue:
Electronic Commerce Research
Year:
2011

Citing 8
Cited 1

Interpreting Dimensions of Consumer Trust in E-Commerce

Information Technology and Management
Do consumers understand the role of privacy seals in e-commerce?

Communications of the ACM - The disappearing computer
A question of trust

Communications of the ACM - Special issue: RFID
The Role of System Trust in Business-to-Consumer Transactions

Journal of Management Information Systems
Individual Trust in Online Firms: Scale Development and Initial Test

Journal of Management Information Systems
Revisiting the role of web assurance seals in business-to-consumer electronic commerce

Decision Support Systems
Designs for effective implementation of trust assurances in internet stores

Communications of the ACM
The effects of Web assurance seals on consumers' initial trust in an online vendor: A functional perspective

Decision Support Systems

An empirical study on consumer first purchase intention in online shopping: integrating initial trust and TAM

Electronic Commerce Research

Quantified Score

Hi-index	0.00

Visualization

Abstract

Despite rapid growth, e-commerce proponents argue that individuals are still reluctant to reveal confidential information such as credit card account numbers to unknown third parties. To reduce individual transmission and privacy risk concerns, several web sites employ encryption techniques while others include assurance seals.We examine the impact of encryption on Internet purchase intent (PI) in multiple vendor and product risk settings. One hundred twenty-one MBA subjects completed our online experiment. Results indicate that the presence of encryption increases the likelihood that participants make an online purchase. Further, subjects assign similar PI to encryption and assurance seal scenarios. Vendor risk moderates product risk. When the vendor was unknown, increases in product risk (i.e. higher product price) result in decreases in PI. However, when the vendor was known, increases in product risk result in increases in PI.