Customers’ Perception of Technological Solutions and their Trust in the B2C e-Commerce: An empirical study
Publish place: 1st International Marketing Research Conference
Publish Year: 1388
نوع سند: مقاله کنفرانسی
زبان: English
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شناسه ملی سند علمی:
MARKETINGCONF01_012
تاریخ نمایه سازی: 8 فروردین 1389
Abstract:
This study investigates the factors authentication, encryption and third party assurances including third party security and privacy seals as the factors influencing customers’ trust in the business-to-customer (B2C) environment. The data was collected from 247 respondents and the Baron and Kenny’s (1986) procedure of multiple regression analysis was performed to test the hypothesis. The results showed that customers’ perception of encryption and authentication mechanisms implemented by a Website have a positive significant influence on their technical security protection while technical security protection was found to partially influence the customers’ trust in the B2C e-commerce environment. The analysis did not find any relation between the third party assurance and customers’ trust, indicating that despite the high expenses companies involve to obtain such assurances from reputed third parties, such mechanisms and assurances do not have enhance the customers’ trust; which raises questions on the value of such mechanisms.
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Authors
Hamid Reza Peikaria
master of science in business administration linkoping university sweden
Syed Shah Alam
Faculty of Economics and Business, National University of Malaysia, ۴۳۶۰۰ Bangi UKM
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