consumer perceptions of privacy and security risks for online shopping

1、SUMMER 2001 VOLUME 35, NUMBER 1 27 ANTHONY D. MIYAZAKI AND ANA FERNANDEZ Consumer Perceptions of Privacy and Security Risks for Online Shopping Government and industry organizations have declared information privacy

2、and security to be major obstacles in the development of con- sumer-related e-commerce. Risk perceptions regarding Internet pri- vacy and security have been identified as issues for both new and expe- rienced users o

3、f Internet technology. This paper explores risk perceptions among consumers of varying levels of Internet experience and how these perceptions relate to online shopping activity. Findings provide evidence of hypothesi

4、zed relationships among consumers’ levels of Internet experience, the use of alternate remote purchasing methods (such as telephone and mail-order shopping), the perceived risks of online shopping, and online purchasi

5、ng activity. Implications for online commerce and consumer welfare are discussed. The Internet has grown considerably during the past decade, particu- larly with respect to its use as a tool for communication, entertai

6、nment, and marketplace exchange. This rapid growth has been accompanied, however, by concerns regarding the collection and dissemination of con- sumer information by marketers who participate in online retailing. Thes

7、e concerns pertain to the privacy and security of accumulated consumer data (Briones 1998; Culnan 1999) and the perceived risks that consumers may experience with respect to these issues (Ernst Milne and Boza 1999;

8、Milne 2000). Consumers’ perceived risks associated with online retailing have received limited attention despite their implications for e-commerce. Although some early research suggests that risk perceptions may p

9、lay a minor role in the adoption of online shopping (Jarvenpaa and Todd 1996-97), several recent industry and government-related studies (e.g., Culnan 1999; Federal Trade Commission (FTC) 1998b, 1998d, 2000) have deem

10、ed consumer risk per- ceptions to be a primary obstacle to the future growth of online commerce. Anthony D. Miyazaki is Assistant Professor, Department of Marketing, University of Miami, The authors are grateful to the

11、editor and the anonymous referees for constructive feedback Coral Gables, FL. Ana Femandez is an independent marketing consultant. during the review process. The Journal of Consumer Affairs, Vol. 35, No. I , 2001 0022

12、-0078/OOO2- 1 I .50/27 Copyright 2001 by The American Council on Consumer Interests SUMMER 200 1 VOLUME 35, NUMBER 1 29 sumer information is seen as an integral step in maintaining that privacy (FTC 1998d, 2000; J

13、ones 1991). Internet users themselves agree that privacy and security are pertinent issues. For example, Rohm and Milne (1998) found that most Internet users-both those who have made online purchases and those who ha

14、ve not-worry about information privacy, including issues related to the acquisition and dissemination of consumer data. More recently, a report by the U.S. FTC (2000) echoed those findings, noting that a vast major-

15、 ity of web users are concerned about the privacy of their personal infor- mation (see also Sheehan and Hoy 2000). The growing body of consumer-oriented Internet research that is focusing on privacy- and security-rel

16、ated issues (cf. Milne 2000) suggests that these issues may play a significant role in the development of online retailing. However, there has been little published research regarding how privacy and security issues r

17、elate to consumer risk perceptions and antic- ipated purchase behavior. Indeed, a recent study of Internet users (Swaminathan, Lepkowska-White, and Rao 1999) was somewhat incon- clusive regarding the impact of privacy

18、 and security concerns on con- sumers, online purchases. Current legislative efforts are focusing on privacy and security issues, attempting to regulate consumer-related e-commerce by requiring certain privacy- and s

19、ecurity-related practices as well as the disclosure of these practices (Miyazaki and Fernandez 2000). Presumably, changes in online retailer practices that are deemed to be consumer friendly will build con- fidence an

20、d reduce perceived risk in online shoppers as the shoppers encounter them via increased Internet experiences. Conversely, coverage of these issues by media sources, as well as negative online experiences, may decrease

21、 consumer confidence by highlighting the potential risks involved in online shopping and, thus, deter Internet users from making online purchases (Judge 1998). CONSUMER RISK PERCEPTIONS REGARDING ONLINE SHOPPING While

22、 the Internet already has had considerable impact on the consumer marketplace, further consumer adoption of the Internet for conducting online purchases may be slowed considerably if significant concerns- whether base