A Study on the Interrelations between the Security-Related Antecedents of Customers' Online Trust

Despite the wide attention of previous studies to explore the influence of different security-related factors on customers’ online trust, the interrelations between such factors and their direct and indirect influences on customers’ trust have been neglected. This study investigates the direct and indirect interrelations between the factors authentication, encryption, technical protection and externally provided assurances including third party security and privacy seals with customers’ trust in the business-to-customer (B2C) environment. The data was collected from 238 respondents and after the test of reliability and validity of the scale, the hypotheses were tested using structural equation modeling. The results showed that customers’ perception of encryption and authentication mechanisms implemented by a Website have a positive significant influence on their perceived technical protection while technical protection was found to significantly influence customers’ trust to the Website. However, the analysis did not find any relation between the third party assurance and customers’ trust, indicating that despite the high expenses companies involve to obtain such assurances from reputed third parties, such mechanisms and assurances do not have any direct or indirect significant influence on customers’ trust; which raises questions on the value of such mechanisms .finally, after discussing the findings and implication of this study for both academic and business worlds, suggestions for future studies were made to have a better understanding of the dimensions of the interrelations between the security-related factors.

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