Is the influence of privacy and security on online trust the same for all type of consumers?

被引：0
|
作者：
Isabel P. Riquelme
Sergio Román
机构：
[1] University of Murcia,Marketing Department, Faculty of Business
来源：
Electronic Markets | 2014年 / 24卷
关键词：
Online trust; Perceived privacy; Perceived security; Moderating effects; Extraversion; Demographics; M31;
D O I：
暂无
中图分类号：
学科分类号：
摘要：
This article analyzes the relationships among online trust and two of its most important antecedents, namely privacy and security, and explains how consumers’ characteristics (gender, age, education and extraversion), moderate the influence of both privacy and security in online trust. This study expands previous literature by identifying the conditions under which perceived privacy and security are likely to have the greatest positive effects on consumer trust in the online retailer. Based on data from 398 online consumers, the results revealed that the influence of both privacy and security on online trust was stronger for male, younger, more educated, and less extraverted consumers. Implications for theory and management are discussed.
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页码：135 / 149
页数：14
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