I3e2013i

2013

This study explores the dynamics of personalized services in online shopping, with regard to emotions, privacy and trust. The basic emotions of happiness and anxiety were chosen. A sample of 182 online shoppers was used to assess the effect of privacy and trust on their emotions through personalized services, and how these emotions ultimately affect their purchase intentions. The findings indicate that privacy affects anxiety while trust affects happiness, while both emotions have significant influence on customers' intention to buy through personalized services. The study concludes with theoretical and practical implications, limitations, and future research directions.

This study integrates personalization, privacy and enjoyment in order to understand customers' intentions to shop online. Results from 168 online customers are presented regarding their privacy concerns and enjoyment that occur from personalized services while shopping online. A structural equation model reveals personalization to affect positively customers' enjoyment and intention to purchase, but has no effect on their privacy concerns. Privacy has a negative effect on both enjoyment and intention to purchase, while enjoyment influences greatly customers' intentions. Enjoyment and privacy have significant roles in forming online behavior when customers use personalized services. This study provides important implications for e-tailers who should always be reminded that when personalized services are offered properly and customers are well informed, not only shopping enjoyment will rise but also privacy concerns will not be affected. The study concludes with directions for future research, such as including emotions and hedonic aspects while investigating personalization. Note: Diagonal elements (in bold) are the square root of the average variance extracted (AVE). Off-diagonal elements are the correlations among constructs. For discriminant validity, diagonal elements should be larger than off-diagonal elements. PER, Personalization; PR, Privacy; ENJ, Enjoyment; INT, Intention to Purchase. The fit indices of the research model are presented on table 4. All values are within the recommended range. Specifically, χ 2 /df = 1.36, CFI = 0.99 and RMSEA = 0.04.

2012

Abstract Enjoyment and privacy are essential ingredients for successful personalization. However, the current understanding of the influence of personalization is limited. This study extends personalization literature into the area of enjoyment and privacy issues related to intention to purchase and into the context of online shopping. Responses from 148 online customers were used to examine the effects of personalization on enjoyment, privacy issues and intention to purchase.

Information & Management

The rich context of the website interactions of online shoppers is underexplored in the research on online information privacy. This study draws on multidimensional development theory to examine the effects of general privacy concerns, cognitive appraisals, and emotions formed during actual website interactions. The results suggest that cognitive appraisals and emotions are dominant determinants of privacy behaviors. Online consumers are more likely to disclose personal information when they have positive cognitive appraisals and liking toward the website. The findings provide a novel perspective, which helps understand the so-called privacy paradox phenomenon beyond the commodity view based on the privacy calculus.

CERN European Organization for Nuclear Research - Zenodo, 2022

E-commerce is another option for buying goods in modern society. Indonesia is a country that has very fast e-commerce growth. Online purchases need to have a positive attitude towards e-commerce in order to influence consumers' online purchase intent to use e-commerce. Many factors, such as utility value, hedonic value, privacy, and trust, determine a positive attitude of a consumer. The purpose of this study is to investigate the utility value, hedonic value, privacy, trust impact on online purchase behavior, and the impact of online purchase behavior on online purchase intent. The survey was conducted on 100 Lazada users in Surabaya City. The data was collected by directly distributing surveys to respondents using targeted sampling techniques. Analytical technology uses SEMPLS. The results show that the utilitarian value, the hedonic value, privacy, and trust had a significant positive impact on attitudes towards online purchases, and attitudes towards online purchases also had a significant positive impact on the intent of online purchases. This study enriches information related to the relationship among utilitarian, hedonic, privacy and trust in attitude toward online purchasing and online purchase intentions.

Lecture Notes in Computer Science, 2007

This study evaluated users' behaviors when performing inexpensive or expensive e-commerce purchases on familiar and unfamiliar Web sites. Users were more comfortable with making inexpensive than expensive purchases. They also felt more secure and that their privacy was better protected when shopping with a familiar Web site than an unfamiliar one, especially for expensive purchases. For inexpensive purchases, if the price was "right", participants were willing to purchase the product on unfamiliar Web sites. For expensive purchases, though, the reputation of the organization hosting the Web site was the most important factor. In both cases, privacy was a minor determinant for deciding whether to make a purchase from a Web site. Only 20% of the users regularly accessed the sites' privacy policies during their interactions with the sites. Moreover, less than half of the participants even looked at privacy-policy links during their interactions with the Web sites.

2002

While the growth of business-to-consumer electronic commerce seems phenomenal in recent years, several studies suggest that a large number of individuals using the Internet have serious privacy concerns, and that winning public trust is the primary hurdle to continued growth in e-commerce. This research investigated the relative importance, when purchasing goods and services over the Web, of four common trust indices (i.e. (1) third party privacy seals, (2) privacy statements, (3) third party security seals, and (4) security features). The results indicate consumers valued security features significantly more than the three other trust indices. We also investigated the relationship between these trust indices and the consumer's perceptions of a marketer's trustworthiness. The findings indicate that consumers' ratings of trustworthiness of Web merchants did not parallel experts' evaluation of sites' use of the trust indices. This study also examined the extent to which consumers are willing to provide private information to electronic and land merchants. The results revealed that when making the decision to provide private information, consumers rely on their perceptions of trustworthiness irrespective of whether the merchant is electronic only or land and electronic. Finally, we investigated the relative importance of three types of Web attributes: security, privacy and pleasure features (convenience, ease of use, cosmetics). Privacy and security features were of lesser importance than pleasure features when considering consumers' intention to purchase. A discussion of the implications of these results and an agenda for future research are provided. q

Electronic Markets, 2014

Personalized services are diffusing rapidly in online shopping communities. However, the current understanding of the influence of personalization is limited. This study extends personalization literature into the area of emotions related to intention to purchase and into the context of online shopping. Responses from 182 online shoppers were used to examine the impact of personalization on customer emotions and intention to purchase. The results show that there is a direct positive association between personalization and purchase intentions. In addition, provision of personalization features in e-shops may evoke positive emotions to online shoppers but does not evoke nor mitigate negative ones. Finally, our study reports that emotions influence online shopping behavior either positively, through the formulation of positive emotions, or negatively, through negative emotions. These findings indicate that positive emotions mediate the relationship between personalization and purchase intentions. Our study concludes with a critical appraisal of our findings and a discussion of prospective theoretical and managerial implications for e-shop practitioners.

Marketing – from Information to Decision Journal, 2020

The aim of the study is to investigate trust and privacy in a web store. Two hundred and thirty-seven persons (from the Netherlands and from Romania) participated in an experimental survey. They were presented with two variations of a wardrobe offer in a fictional web store. In one web store condition, the privacy notice was absent. In the other web store condition, the privacy notice was present. The findings show that including a privacy policy notice did not directly influence consumers’ purchase intention. Meanwhile, there was an indirect effect of the privacy policy notice, via trust, on purchase intention. In addition, there was supporting evidence that privacy concerns remain dormant until triggered by the privacy notice. Differences between men and women, as well as between different uncertainty avoidant cultures, were not found. In contrast, regarding age, young consumers (in particular, the Romanian ones) were less affected by the privacy notice than older consumers (for t...

Journal of Retailing, 2006

We explore the impact of privacy disclosures on online shoppers' trust in an e-tailer through a two-phase study. In the first study, we use a between-subjects factorial design to test whether the presence of an online privacy policy influences consumer trust and find that consumers are likely to respond more favorably to a shopping site with a clearly stated privacy message than to one without it, especially when privacy risk is high. In our second experiment, we examine the effects of different forms of privacy disclosures. The results suggest that online shoppers find a short, straightforward privacy statement more comprehensible than a lengthy, legalistic one. However, how a privacy policy is presented (in terms of wording) does not affect a shopper's trust in the store to any significant degree.