An Empirical Investigation on Customer’s Privacy Perceptions, Trust and Security Awareness in E-commerce Environment

Abstract

Privacy concerns of the users have been listed as one of the hindrances in the growth of e-commerce. Understanding the consequences of privacy and its relationship with risk perceptions may help in finding solutions to this problem. Internet users may use different strategies to protect their privacy so that they can become confident in taking part in e-commerce. In this study, we investigate how users can lower their risk perceptions in the context of e-commerce. The relationships among privacy, risk, trust and internet security measures are empirically investigated to predict the behavioral intention to take part in e-commerce. Theoretical contributions and implications are discussed.