Integrating perceived security with technology acceptance model to examine consumer trust in online transactions
Date
2013
Authors
Omondi, Christine Achieng
Journal Title
Journal ISSN
Volume Title
Publisher
Strathmore University
Abstract
Advances in online shopping technology have created fresh ways of handling
daily shopping interaction. User acceptance of technology has been an important
field of study for quite some time now. Trust in information technology has however
not been addressed to a great extent in the context of the Internet environment. Trust
plays a central role in helping consumers overcome perceptions of risk and insecurity
which hinder their involvement in online transactions. There have been many models
proposed to explain and predict the use of a system, but the Technology Acceptance
Model applied on the Internet environment has been the only one which has captured
the most attention of the Information Systems community.
A probability (systematic) sampling design was used to draw a representative
sample of online shoppers and data collected through an online survey. We study
their perceptions regarding security, trust and technology and their intentions to shop
online at particular websites. There is an explanation of the main attributes of the
concepts examined, with special attention being paid to the multi-dimensional nature
of the variables and the relationships between them. This is followed by an
examination of the validation processes of the measuring instruments.
The findings of the study indicate that perceived privacy protection on
information during online transactions Web site were the main factors influencing
online shopping acceptance. We found that Web quality, categorized into system,
information, and service quality, leads to greater trust in the company itself through
the customers' perceptions about the web site's ease of use and usefulness. We also
confirmed a positive relationship between customer trust in a company operating in
the online environment and customer retention and intention to buy.
Our study thus provided a balanced and integrative framework for
influencing intention to use and to widespread adoption of online shopping. It
enhanced our knowledge of the effect and relationship between perceived security
and privacy on trust, which should help Web practitioners and researchers better
understand user behavior in Web-based online retailing.
Description
Submitted in partial fulfillment of the requirements for the Degree of
Master in Computer Based Information Systems
Keywords
Technology acceptance model, Technology, ICT, Consumer trust, Online transactions, Trust, Online shopping, website quality