Integrating perceived security with technology acceptance model to examine consumer trust in online transactions
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.