The role of security notices and online consumer behaviour: An empirical study of social networking users

This paper uses a survey of social networking users to empirically explore their perceptions of security notices - independently verified artefacts informing internet site users that security measures are taken by the site owner. We investigate such factors as purchase experience, purchase intention, risk propensity, usage of various social network categories and user victimisation. The results suggest a strong positive link between purchase intention and paying attention to security notices/features on social networks. We find that higher use of narrow-purpose social networking services has a negative association with paying attention to security notices. We also show that users with higher risk propensity pay less attention to security notices/features. Finally, we find no association between purchase experience, user victimisation and perception of security notices/features. Our results provide new, and possibly more refined, evidence of the factors that influence the attention paid to security notices/features by social media users. The results have important implications for theory development, policy and practice. We attempt to close the gap in literature on consumer behaviour in social context.We model user behaviour, risk, usage, victimisation and impact of security notices.We empirically test the proposed model using a survey of 500+ social network users.We apply an ordered probit analysis to explore the role of security notices.Notices influence users who are risk averse and willing to transact on social media.

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