Beyond concern: a privacy-trust-behavioral intention model of electronic commerce

  • Authors:

  • Chang Liu;Jack T. Marchewka;June Lu;Chun-Sheng Yu

  • Affiliations:

  • Department of Operations Management and Information Systems, College of Business, Northern Illinois University, DeKalb, IL;Department of Operations Management and Information Systems, College of Business, Northern Illinois University, DeKalb, IL;University of Houston--Victoria, School of Business, 3007 N Ben Wilson, Victoria, TX;University of Houston--Victoria, School of Business, 3007 N Ben Wilson, Victoria, TX

  • Venue:
  • Information and Management
  • Year:
  • 2004

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Abstract

Despite the recent economic downturn in the Internet and telecommunication sectors, electronic commerce (EC) will continue to grow and corporate Web sites will remain an important communication channel. However, legitimate concerns regarding privacy and trust remain potential obstacles to growth and important issues to both individuals and organizations. This study proposed and tested a theoretical model that considers an individual's perceptions of privacy and how it relates to his or her behavioral intention to make an online transaction. An experiment that included over 200 subjects was conducted using two EC sites that differed only by the privacy dimensions of their notice, access, choice, and security. The results of this study suggested strong support for the model.