Advertisement

The Influence of Security Statement, Technical Protection, and Privacy on Satisfaction and Loyalty; A Structural Equation Modeling

  • Hamid Reza Peikari
Part of the Communications in Computer and Information Science book series (CCIS, volume 92)

Abstract

Customer satisfaction and loyalty have been cited as the e-commerce critical success factors and various studies have been conducted to find the antecedent determinants of these concepts in the online transactions. One of the variables suggested by some studies is perceived security. However, these studies have referred to security from a broad general perspective and no attempts have been made to study the specific security related variables. This paper intends to study the influence on security statement and technical protection on satisfaction, loyalty and privacy. The data was collected from 337 respondents and after the reliability and validity tests, path analysis was applied to examine the hypotheses. The results suggest that loyalty is influenced by satisfaction and security statement and no empirical support was found for the influence on technical protection and privacy on loyalty. Moreover, it was found that security statement and technical protection have a positive significant influence on satisfaction while no significant effect was found for privacy. Furthermore, the analysis indicated that security statement have a positive significant influence on technical protection while technical protection was found to have a significant negative impact on perceived privacy.

Keywords

Loyalty Satisfaction Security statement Technical protection Privacy 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. 1.
    Belanger, F., Hiller, J.S., Smith, W.J.: Trustworthiness in electronic commerce: the role of privacy, security, and site attributes. Journal of Strategic Information Systems 11, 245–270 (2002)CrossRefGoogle Scholar
  2. 2.
    Caceres, R.C., Paparoidamis, N.G.: Service Quality, Relationship Satisfaction, Trust, Commitment and Business-to-Business Loyalty. European Journal of Marketing 41(7/8), 836–867 (2007)CrossRefGoogle Scholar
  3. 3.
    Casaló, L., Flaviań, C., Guinalíu, M.: The Role of Perceived Usability, Reputation, Satisfaction and Consumer Familiarity on the Website Loyalty Formation Process. Computers in Human Behavior 24, 325–345 (2008)CrossRefGoogle Scholar
  4. 4.
    Chang, H.H., Chen, S.W.: Consumer Perception of Interface Quality, Security, and Loyalty in Electronic Commerce. Information & Management 46, 411–417 (2009)CrossRefGoogle Scholar
  5. 5.
    Chang, H.H., Chen, S.W.: The Impact of Online Store Environment Cues on Purchase Intention Trust and Perceived Risk as a Mediator. Online Information Review 32(6), 818–841 (2008)CrossRefMathSciNetGoogle Scholar
  6. 6.
    Chellappa, R.K., Pavlou, P.: Perceived Information Security, Financial Liability and Consumer Trust in Electronic Commerce Transactions. Logistics Information Management 15(5), 358–368Google Scholar
  7. 7.
    Chen, Y.-H., Barnes, S.: Initial Trust and Online Buyer Behaviour. Industrial Management & Data Systems 107(1), 21–36 (2007)CrossRefGoogle Scholar
  8. 8.
    Chiou, J., Wu, L., Sung, Y.: Buyer Satisfaction and Loyalty Intention in Online Auctions Online Auction Web Site versus Online Auction Seller. Journal of Service Management 20(5), 521–543 (2009)CrossRefGoogle Scholar
  9. 9.
    Chiu, C., Chang, C., Cheng, H., Fang, Y.: Determinants of Customer Repurchase Intention in Online Shopping. Online Information Review 33(4), 761–784 (2009)CrossRefGoogle Scholar
  10. 10.
    Cristobal, E., Flavian, C., Guinaliu, M.: Perceived E-service Quality (PeSQ) Measurement Validation and Effects on Consumer Satisfaction and Web Site Loyalty. Managing Service Quality 17(3), 317–340 (2007)CrossRefGoogle Scholar
  11. 11.
    Dimitriades, Z.S.: Customer Satisfaction, Loyalty and Commitment in Service Organizations; some Evidence from Greece. Management Research News 29(12), 782–800 (2006)CrossRefGoogle Scholar
  12. 12.
    Eastlick, M.A., Lotz, S.L., Warrington, P.: Understanding Online B-to-C Relationships: An Integrated Model of Privacy Concerns, Trust, and Commitment. Journal of Business Research 59, 877–886 (2006)CrossRefGoogle Scholar
  13. 13.
    Flavian, C., Guinaliu, M.: Consumer Trust, Perceived Security and Privacy Policy Three Basic Elements of Loyalty to a Web Site. Industrial Management & Data Systems 106(5), 601–620 (2006)CrossRefGoogle Scholar
  14. 14.
    Flavian, C., Guinaliu, M., Gurrea, R.: The Role Played by Perceived Usability, Satisfaction and Consumer Trust on Website Loyalty. Information & Management 43, 1–14 (2006)CrossRefGoogle Scholar
  15. 15.
    Gummerus, J., Liljander, V., Pura, M., Riel, A.V.: Customer Loyalty to Content-basedWeb sites: the Case of an Online Health-care Service. Journal of Services Marketing 18(3), 175–186 (2004)CrossRefGoogle Scholar
  16. 16.
    Harris, L.C., Goode, M.M.H.: The Four Levels of Loyalty and the Pivotal Role of Trust: a Study of Online Service Dynamics. Journal of Retailing 80, 139–158 (2004)CrossRefGoogle Scholar
  17. 17.
    Hu, X., Wu, G., Wu, Y., Zhang, H.: The Effects of Web Assurance Seals on Consumers’ Initial Trust in an Online Vendor: A Functional Perspective. Decision Support Systems 48, 407–418 (2010)CrossRefGoogle Scholar
  18. 18.
    Kim, C., Tao, W., Shin, N., Kim, K.: An Empirical Study of Customers’ Perceptions of Security and Trust in E-payment Systems. Electronic Commerce Research and Applications 9, 84–95 (2010)CrossRefGoogle Scholar
  19. 19.
    Kim, D.J., Ferrin, D.L., Rao, H.R.: A Trust-based Consumer Decision-making Model in Electronic Commerce: The Role of Trust, Perceived Risk, and their Antecedents. Decision Support Systems 44, 544–564 (2008)CrossRefGoogle Scholar
  20. 20.
    Kim, J., Jin, B., Swinney, J.L.: The Role of Etail Quality, E-satisfaction and E-trust in Online Loyalty Development Process. Journal of Retailing and Consumer Services 16, 239–247 (2009)CrossRefGoogle Scholar
  21. 21.
    Lee, T.M., Jun, J.: Contextual Perceived Value? Investigating the Role of Contextual Marketing for Customer Relationship Management in a Mobile Commerce Context. Business Process Management Journal 13(6), 798–814 (2007)CrossRefGoogle Scholar
  22. 22.
    Miyazaki, J., Fernandez, K.: The Antecedents and Consequences of Trust in Onlinepurchase Decisions. Journal of Interactive Marketing 16(2), 47–63 (2000)Google Scholar
  23. 23.
    Peterson, D., Meinert, D., Criswell II, J., Crossland, M.: Consumer Trust: Privacy Policies and Third-party Seals. Journal of Small Business and Enterprise Development 14(4), 654–669 (2007)CrossRefGoogle Scholar
  24. 24.
    Ribbink, D., van Riel, A.C.R., Liljander, V., Streukens, S.: Comfort Your Online Customer: Quality, Trust and Loyalty on the Internet. Managing Service Quality 14, 446–456 (2004)CrossRefGoogle Scholar
  25. 25.
    Roca, J.C., Garcia, J.J., Vega, J.J.: The Importance of Perceived Trust, Security and Privacy in Online Trading Systems. Information Management & Computer Security 17(2), 96–113 (2009)CrossRefGoogle Scholar
  26. 26.
    Shankar, V., Smith, A.K., Rangaswamy, A.: Customer Satisfaction and Loyalty in Online and Offline Environments. International Journal of Research in Marketing 20, 153–175 (2003)Google Scholar
  27. 27.
    Yousafzai, S.Y., Pallister, G.H., Foxall, G.R.: A Proposed Model of E-trust for Electronic Banking. Technovation 23, 847–860 (2003)CrossRefGoogle Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2010

Authors and Affiliations

  • Hamid Reza Peikari
    • 1
  1. 1.Graduate School of BusinessUniversity Kabangsaan Malaysia (National University of Malaysia)BangiMalaysia

Personalised recommendations