Академический Документы
Профессиональный Документы
Культура Документы
1.0 INTRODUCTION
The internet conceivably is the most important technology as it allows
people to carry out their daily activities such as communication,
businesses and personal life. Indeed, people have found advantages in
using the internet and these advantages may include having access to a
wide range of information, convenience and more choice for goods and
services. Probably, companies can also be grateful for the innovation of
the internet as it provides them with the means of extending their
services
outside
their
physical
environment.
However,
the
many
directed
towards
businesses
or
organizations
that
conduct
transactions online (Wang and Emurian, 2005). Online trust is vital for
every online transaction and building this trust is a difficult task. For online
businesses to continue to grow, they need to be trustworthy. Online
businesses also need to understand their customers so as to build a longterm relationship with them. An online business in this paper is defined as
a business or an organization that uses the internet as a medium to carry
out online transactions. Many online businesses collect information from
business.
To understand the effects of customers trust and privacy concerns
towards online businesses.
This paper began with a brief overview of customers trust and privacy
concerns towards online businesses. The next chapter (chapter two) will
review existing literatures on customers trust and privacy concerns
towards online businesses. Chapter three will focus on the adopted
methodology used in the course of this research. Chapter four will report
the findings obtained from the analysis of data. Chapter five will discuss
the findings, the limitations of the research and the implications of the
research to both academic and business practitioners. The last chapter
(Chapter six) will conclude the research and recommendations will be
suggested in this chapter.
LITERATURE REVIEW
2.0 Overview
This chapter reviews relevant literatures to gain an insight on customers
trust and privacy concerns towards online businesses.
2.1 Definition of trust
According to Mayer et al. (1995) trust is the willingness of a party to be
vulnerable to the actions of another party based on the expectation that
the other will perform a particular action important to the trustor,
irrespective of the ability to monitor or control that other party (p. 712).
This definition covers two important areas of trust which includes the
willingness of individuals to be vulnerable and the presence of confident
expectations. Moreover, Barber (1983) argues that the notion of trust is
perceived as the expectation that exchange partners (partners involved in
a transaction process) will carry out the responsibilities required of them.
Trust can also be conceptualized as a belief that embodies depending on a
person or group under uncertain environmental and risky conditions.
Trust, according to the Oxford English Dictionary (1971) is defined as the
confidence in or reliance on some quality or attribute of a person or
thing, or the truth of a statement (p. 3423). In as much as humans
interact with one another, there must be some form of trust. Trust has
or
exchanges
would
mean
that
trust
results
from
transactions have been carried out. Trust changes with time. If a customer
already trusts an online business then after sometime finds out reasons to
doubt this online business, there is the possibility that the customer will
no longer trust the online business. The growth of an online business can
be influenced by their trustworthiness towards their customers.
2.2 The significance of trust
an online business.
Technology: this entails attributes showing technical skills and
advantage.
Search: the ability to provide customers with the convenience of
adequate
security
measures
and
privacy
protection
measures.
by
having
up-to-date
security
and
privacy
measures
implemented on their websites (Aiken and Bousch, 2006). Just like offline
trust influences customers to purchase goods and services, online trust
will also function as a determinant to purchase goods and services too.
Not only that trust facilitates purchase intention, it also facilitates
customers to purchase again from an online business that has proven to
be trustworthy.
Gefen (2002) argued that integrity, benevolence and ability are essential
for general trust formation. From an e-commerce perspective, integrity is
the belief that personnel behind an online business will stick to their
stated policies and rules. Benevolence is the belief that online businesses
will not betray or cheat their customers in order to make more sales.
Ability is the belief that online businesses have the necessary skills and
competence to provide good quality products and services to their
customers (Gefen, 2002). In addition, Ang et al. (2001) suggested that the
ability of online businesses to deliver goods and services as expected
combined with the presence of a privacy policy on the website of online
businesses and the readiness of an online businesses to accept to work on
the goods or services purchased if they do not meet the customers
contentment,
would
facilitate
customers
trust
towards
online
businesses.
Hemphill (2002) in his research conceptualized the basis of online trust in
terms of fair information standards. He argues that online businesses
should have policies on the disclosure of personal details, provide
information on the purpose of collecting customers personal details and
allow customers to view and access their personal data. More importantly,
Hemphill (2002) argues that without an enforcement and redress
mechanism, a fair information practice code is merely a suggested set of
guidelines rather than a prescriptive mechanism, and does not ensure
compliance with the fair information practice principles (p. 2). Hemphill
(2002) was one of the few researchers who considered and examined the
need for legislation to create civil solutions for customers in the
occurrence of untrustworthy interactions
The
terms
antecedent,
element,
dimension,
principle
and
self interest with guile (p. 6) and it includes behaviours such as twisting
information and failing to keep to ones obligations and promises (John,
1984). However, trust can be formed without the existence of risk
perception. From a theoretical standpoint, one does not have to risk
anything before placing his or her trust in another person.
Studies
mechanisms
and
that
would
authentication
of
include
encryption,
customers
personal
verification,
information
1967).
These days, the wide use of the internet limits the ability of
an
online
transaction
without
revealing
some
personal
often
waver
to
submit
personal
information
to
online
businesses because they have the feelings that these online businesses
could make use of it inappropriately or they may disclose it to third parties
without their consent (Lim, 2003). At other times, customers give falsified
information to online business or they go to a physical store to get what
they want. Trust determines the behavioural intention of a customer
towards online businesses. It sums up concerns regarding privacy and the
consequent use of customers information by an online business (Liu et al.
2005). Therefore, when security measures and privacy policies are taken
concerns
because
these
policies
provide
customers
with
with
the
opportunity
of
accessing
their
personal
to
protect
customers
personal
details
from
unauthorized use.
Enforcement: Enforcement requires that there should be an
enforcement authority to enforce privacy policies and also to
sanction individuals who violate them.
or
after
engaging
in
online
transactions.
Trust
influences
towards
online
businesses.
For
instance,
if
customer
intentions,
determined
by
the
positive
or
negative
the
relationship
among
trust,
privacy
concerns
and
relationship
between
security
and
customers
behavioural
customers
have
toward
online
businesses.
Also,
low
1999). Another web survey showed that 92% of web users are concerned
about their privacy and 61% declined to transact online (Ryker et al.,
2002). It is obvious that privacy concerns have an influence over the
behavioural intention of a person to purchase online. People who are
concerned with their privacy could be unwilling to go ahead with
transacting with an online business as most of it requires them disclosing
personal information. Therefore the following hypothesis is proposed:
H5= Privacy is negatively related to the behavioural intentions of a
customer has towards an online business.
RESEARCH METHODOLOGY
3.0 Overview
According to Easterby-Smith et al., (2008), a research methodology can be
defined as the combination of different techniques used to enquire about
a particular situation. This chapter aims to discuss the techniques that
were employed to enquire about the effects of customers trust and
privacy concerns towards online businesses. Specifically, this chapter will
discuss the epistemological considerations of this research, the ontological
considerations of this research, the ethics employed during the course of
this research and the strategy that was employed during the course of this
research. This chapter would also describe the various statistical
techniques used for this research.
3.1 Epistemological considerations
Epistemological considerations relates to the question of what is
considered to be acceptable knowledge in a particular area of study
(Bryman, 2012). This research employed positivism as its epistemological
approach. This is because it describes the philosophical position that can
be determined by research. Further, it describes how trust and privacy
concerns influence an individuals behavioural intention to engage in
online transactions. Positivism also entails generating hypothesis or
hypotheses that can be tested, thereby paving the way for further
explanations about relevant theories or literatures. This relates with the
deductive theoretical approach. Since, this research involved deducing
and testing hypotheses thereby allowing explanations to be assessed, one
can therefore say that it followed a positivism epistemological approach.
Ensure that the research subjects are protected from any form of
harm.
Ensure that the data of the research subjects are kept strictly
Lancaster
University.
Since
all
postgraduate
students
in
each
that
exists
between
them
is
understood.
Given
the
In
the
other
words,
collected
the
quantification
information
into
process
numbers
to
involved
aid
the
items for behavioural intentions and seven (7) items for risk perceptions.
Therefore, responses to the items on trust were combined to give a single
composite score for trust. Also, responses to the items on security
perceptions, privacy concerns, behavioural intentions and risk perceptions
were combined to give a single composite score for security perceptions,
privacy concerns, behavioural intentions and risk perceptions respectively.
Take the case of trust for example; trust has four (4) items. For each of
these items respondents can select any response within the range of
Strongly disagree to Strongly agree which were coded as 1 to 7.
Supposing a respondent selects strongly disagree (1) for the first item on
trust, strongly agree (7) for the second item on trust, agree (6) for the
third item on trust and mildly agree (5) for the fourth item on trust; the
trust score for this particular respondent would be the combination (sum)
of all the responses he or she answered for the trust items. In other words,
it would be 1 + 7 + 6 + 5 which is 19. This example is shown in the table
below.
Trust item Trust item Trust item Trust item Trust score
Responde
1
1
2
7
3
6
4
5
19
nt
This was not done only for trust. It was also done for security, privacy
concerns, behavioural intentions and risk perceptions. Furthermore, the
score for each of these single variables was calculated for all the
respondents.
The questionnaire is made up of 29 items. Out of these 29 items, 6 of
them do not have anchors ranging from Strongly disagree to Strongly
agree, rather, they have response options such as Yes or No. The
response options for these 6 items were coded with numbers but these
numbers only served as labels. These are referred to as nominal scale
items. Ary et al., (2010) stated that nominal scale items can be coded into
numbers however, these numbers only serve as labels. They further
3.6.1.1 Frequencies
This was done to enable the researcher know the number and
percentages of respondents that responded to these items. This agrees
with Greasleys (2008) argument where he stated that a researcher has to
run frequencies to enable him or her know the number and the
percentage of respondents that responded to a particular question.
3.6.1.2 Mode
The mode was carried out on these items to enable the researcher know
the value that occurred most frequently. This also agrees with Greasleys
(2008) argument where he stated that modes would enable the
researchers to know the most frequently occurring value.
For the other items, because they were converted to composite scores
(interval measurement scale), the descriptive statistics that were carried
out are:
3.6.1.3 Mean
This was carried out to enable the researcher know the average score for
each construct. Easterby-Smith et al., (2008) stated that the mean allows
a researcher to know the average value for a particular construct or item.
This justifies the reason for calculating the mean.
3.6.1.4 Standard deviation
This was carried out to enable the researcher to know the average spread
around the mean score of each construct. This agrees with the argument
by Easterby-Smith et al., (2008) where they stated that the standard
deviation enables the researcher to know the most typical distance of
scores from the mean.
3.6.1.5 Reliability analysis
A reliability analysis was carried out to ensure that the items or variables
in each construct were internally consistent. It was carried out using
Cronbachs . Bryman (2012) stated that when respondents responses
are combined to form scores, there will be the possibility of having items
in a construct that are not related to that particular construct. They may
be related to another construct. Therefore, there was the need to carry
out a reliability test to make sure that the items in a construct are related
to that particular construct.
3.6.2 Further analyses
These tests which include correlation analysis, regression analysis, t-tests
were carried out to enable the researcher generate findings that would
help in answering the research question. Also, further analyses were
carried out to test the already postulated hypotheses.
3.6.2.1 Correlation analysis
This analysis was used to test hypotheses. In other words, it was used to
analyze the relationships between the constructs stipulated in each
hypothesis. It was also carried out to check for any significance between
two constructs. This agrees with Brymans (2012) argument where he
stated that to find the relationships between variables, researchers should
carry out correlation analysis. In the context of this research, Pearsons
correlation was used to assess the level of relationship between variables.
3.6.2.2 Regression analysis
This analysis was conducted to estimate the relationships that exist
among constructs. Specifically, it was carried out to estimate the
relationship among behavioural intention (dependent variable), trust
(independent variable) and privacy concerns (independent variable). This
agrees with Sykess (1993) where he stated that regression analysis
enables a researcher to ascertain the effect of one or more independent
variables on a dependent variable. The researcher is trying to investigate
how the effects of customers trust and privacy concerns influence the
reported that they do use the internet every week representing 2.3% of
the total number of respondents that completed the questionnaire. 112
respondents reported that they do use the internet almost every day
representing 85.5% of the total number of respondents that completed
the questionnaire. 7 respondents reported other times when they use the
internet representing 5.3% of the total number of respondents that
completed the questionnaire. The modal web or internet experience is I
do use the internet/world wide web almost every day. This means that
majority of the respondents use the internet almost every day.
4.1.4 Buying goods/services online
All 131 respondents reported that they do buy goods/services online. 2
respondents reported that they do buy goods/services daily representing
1.5%
of
the
total
number
of
respondents
that
completed
the
reported
other
times
when
they
buy
goods/services
online
representing
5.3%
of
the
total
number
of
Percentage
38.9
61.1
100
0
57
34
15
5
12
12
131
0
43.5
26
11.5
3.8
6.1
9.2
100
3.8
4
3
112
7
131
3.1
2.3
85.5
5.3
100
2
27
26
67
0
1.5
20.6
19.8
51.1
0
Other
Total
9
131
6.9
100
Average amount
<10
<20
<50
<100
>100
Total
7
37
54
27
6
131
5.3
28.2
41.2
20.6
4.6
100
Cronbachs
0.604
0.786
0.740
0.600
0.792
mean value for behavioural intention has more spread than security. Table
3 shows the mean and the standard deviation for each construct.
Table 3: Descriptive statistics showing the means and standard
deviations
Construct
Mean
Standard deviation
Trust
22.17
2.768
Security
11.42
1.869
Privacy
24.50
4.725
Behavioural intention
25.91
3.662
Risk perception
25.47
6.837
The fifth hypothesis (H5) stated that privacy is negatively related to the
behavioural intentions a customer has towards an online business. For this
hypothesis, the correlation coefficient is -0.440 and the P-value is 0.000.
Since
the
correlation
coefficient
is
negative,
the
hypothesis
was
significant.
Therefore,
they
both
influence
customers
regression coefficient (B) of privacy is 0.307 and the P-value is 0.000 (P<
0.05). The Model constant was 13.461 (P<0.05). Privacy was found to be a
stronger predictor than trust. Hence, it appears that customers privacy is
the strongest predictor of customers behavioural intentions towards
online businesses. Table 9 presents the regression model summary. Table
10 presents the results of the linear regression analysis.
R
0.469a
R
0.220
R2 Change
0.220
F Change
18.049
df
2
Sig.
0.000
0.040
0.000
References
Aiken, K. D., and Bousch, D. M. (2006) Trustmarks, objective-source
ratings, and implied investments in advertising: Investigating online trust
and the context specific nature of internet signals. Journal of the Academy
of Marketing Science, 34, (3) pp. 308323.
Andrade, E. B (2000) Identifying discriminating variables of online and
offline buyers: a perceived-risk approach. In: Proceedings of the 6th
Americas Conference on Information Systems, pp. 13861392.
Ang, L., Dubelaar, C. and Lee, B. C. (2001) To trust or not to trust? A model
of internet trust from the Customers point of view. In Proceedings of the
14th Bled Electronic Commerce Conference (pp. 4052), Bled, Slovenia.
Ary, D., Jacobs, L. C. and Sorensen, C. (2010) Introduction to research in
education. 8th ed. California: Thomson Wadsworth.
Bagozzi, R. (1975) Marketing as Exchange. Journal of Marketing, 39, pp.
3239
Barber, B. (1983) The logic and limits of trust. New Brunswick, NJ: Rutgers
University Press.
Bart, Y., Shankar, V., Sultan, F., and Urban, G. L. (2005) Are the drivers and
role of online trust the same for all web sites and consumers? A largescale exploratory empirical study. Journal of Marketing, 69 (4), pp. 133
152.
Beldad, A., De Jong, M. and Steehouder, M. (2010) How shall I trust the
faceless and the intangible? A literature review on the antecedents of
online trust. Computers in Human Behavior, 26 (5), pp. 857-869.
Blanchette, J. and Johnson, D. G. (2002) Data retention and the panoptic
society: The social benefits of forgetfulness. The Information Society, 18
(1), pp. 3345.
Boone Jr, H. N. and Boone, D. A (2012) Analyzing Likert Data. Journal of
Extension, 50 (2).
Bradach, J. L. and Eccles, R. G. (1989) Price, Authority, and Trust: From
Ideal Types to Plural Forms. Annual Review of Sociology, 15, pp. 97118.
Bryman, A. (2012) Social research methods. 4th ed. Oxford: Oxford
university press.
Chau, P. Y. K., Hu, P. J. H., Lee, B. L. P. and Au, A. K. K. (2007) Examining
customers trust in online vendors and their dropout decisions: An
information
in
marketing
relationship.
Working
Paper,
from:
http://blog.minitab.com/blog/adventures-in-
D.
(2002)
Reflections
on
the
dimensions
of
trust
and
G.
(2001)
behaviors,
institutions,
Cultures
and
consequences:
organizations
across
Comparing
nations.
values,
2nd
ed.
trust,
security
and
privacy
in
online
trading
after
all:
cross-discipline
view
of
trust.
Academy
of
consumer
trust
in
e-retailing.
Information
&
Initiators
of
Understanding
Trust:
An
Managerial
Exchange
Trustworthy
Relationship
Framework
for
Academy
of
Behaviour.
M.
(2008)
Users
perspectives
on
privacy
in
web-based
97