| Computer technology has transformed many industries and created an e-commerce market environment. However, research has found that 95% of consumers have declined to provide personal information to websites because of their lack of trust of those collecting the data (Hoffman, Novak, & Peralta, 1999, p. 82). The objective of this research is to study whether the security and privacy signals have an effect on consumers' trust and on their subsequent behavior to purchase online. This study expands on the existing knowledge of online consumer trust and acceptance of e-commerce. A quantitative survey research method was used to test and validate the proposed research model. The results indicated perceived security control has positive effects on consumers' trust as well as purchase intentions. Consumers' perceptions of e-retailer's privacy/security statement and displaying a privacy/security link on an e-retailer's home page has a positive effect on perceived security control. Trusting belief has a positive effect on purchase intention. Third party Web seal logos, however, did not show expected positive effect on perceived security control. |
