Trust considerations on attitudes towards online purchasing: The moderating effectof privacy and security concerns

Patrick McCole, Elaine Ramsey, John Williams

Research output: Contribution to journalArticle

165 Citations (Scopus)

Abstract

The research examines the relationships between three common trust considerations (vendor, Internet and third parties) and attitudes towards online purchasing. The study incorporates privacy and security concerns as a moderating variable and finds that these relationships vary depending on the level of concerns aconsumer has when purchasing online. The study suggests that “fears” surrounding the Internet as a place to do business still hinder the use of it for e-commerce purposes, but that the presence of a reputable agent might in some manner mitigate this risk. In the context of business to consumer relationships trust in the vendor is important for the consumer to accept any risk associated with a transaction. Theoretical implications for online customer behavior theory are also discussed
LanguageEnglish
Pages1018-1024
JournalJournal of Business Research
Volume63
Issue number9-10
DOIs
Publication statusPublished - Oct 2010

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Online purchasing
Privacy
Vendors
World Wide Web
Moderating variables
Electronic commerce
Customer behavior

Cite this

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Trust considerations on attitudes towards online purchasing: The moderating effectof privacy and security concerns. / McCole, Patrick; Ramsey, Elaine; Williams, John.

Vol. 63, No. 9-10, 10.2010, p. 1018-1024.

Research output: Contribution to journalArticle

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