The Influence of Security Statement, Technical Protection, and Privacy on Satisfaction and Loyalty; A Structural Equation Modeling
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.
KeywordsLoyalty Satisfaction Security statement Technical protection Privacy
Unable to display preview. Download preview PDF.
- 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
- 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
- 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