consumer perceptions of privacy and security risks for online shopping

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1、SUMMER2001VOLUME35,NUMBER127ANTHONYD.MIYAZAKIANDANAFERNANDEZConsumerPerceptionsofPrivacyandSecurityRisksforOnlineShoppingGovernmentandindustryorganizationshavedeclaredinformationprivacyandsecuritytobemajorobstaclesinthedevelopmentofcon-sumer-relatede-commerce.RiskperceptionsregardingInternetpri-vacy

2、andsecurityhavebeenidentifiedasissuesforbothnewandexpe-riencedusersofInternettechnology.ThispaperexploresriskperceptionsamongconsumersofvaryinglevelsofInternetexperienceandhowtheseperceptionsrelatetoonlineshoppingactivity.Findingsprovideevidenceofhypothesizedrelationshipsamongconsumers’levelsofInter

3、netexperience,theuseofalternateremotepurchasingmethods(suchastelephoneandmail-ordershopping),theperceivedrisksofonlineshopping,andonlinepurchasingactivity.Implicationsforonlinecommerceandconsumerwelfarearediscussed.TheInternethasgrownconsiderablyduringthepastdecade,particu-larlywithrespecttoitsuseas

4、atoolforcommunication,entertainment,andmarketplaceexchange.Thisrapidgrowthhasbeenaccompanied,however,byconcernsregardingthecollectionanddisseminationofcon-sumerinformationbymarketerswhoparticipateinonlineretailing.Theseconcernspertaintotheprivacyandsecurityofaccumulatedconsumerdata(Briones1998;Culna

5、n1999)andtheperceivedrisksthatconsumersmayexperiencewithrespecttotheseissues(Ernst&Young1999;MilneandBoza1999;Milne2000).Consumers’perceivedrisksassociatedwithonlineretailinghavereceivedlimitedattentiondespitetheirimplicationsfore-commerce.Althoughsomeearlyresearchsuggeststhatriskperceptionsmayplaya

6、minorroleintheadoptionofonlineshopping(JarvenpaaandTodd1996-97),severalrecentindustryandgovernment-relatedstudies(e.g.,Culnan1999;FederalTradeCommission(FTC)1998b,1998d,2000)havedeemedconsumerriskper-ceptionstobeaprimaryobstacletothefuturegrowthofonlinecommerce.AnthonyD.MiyazakiisAssistantProfessor,

7、DepartmentofMarketing,UniversityofMiami,CoralGables,FL.AnaFemandezisanindependentmarketingconsultant.Theauthorsaregratefultotheeditorandtheanonymousrefereesforconstructivefeedbackduringthereviewproces