Concern for information privacy and online consumer purchasing.pdf

Information Privacy and Online Consumer Purchasing/Van Slyke et al. Journal of the Association for Information Systems Vol. 7 No. 6, pp. 415-444/June 2006 415 Research Article Concern for Information Privacy and Online Consumer Purchasing 1 Craig Van Slyke Management Information Systems University of Central Florida cvanslyke@ J.T. Shim Management Information Systems University of Central Florida jtshim@ Richard Johnson Management Information Systems University of South Florida rdjohnso@ James Jiang Management Information Systems University of Central Florida jjiang@ Abstract Although electronic commerce experts often cite privacy concerns as barriers to consumer electronic commerce, there is a lack of understanding about how these privacy concerns impact consumers willingness to conduct transactions online. Therefore, the goal of this study is to extend previous models of e-commerce adoption by specifically assessing the impact that consumers concerns for information privacy (CFIP) have on their willingness to engage in online transactions. To investigate this, we conducted surveys focusing on consumers’ willingness to transact with a well-known and less well-known Web merchant. Results of the study indicate that concern for information privacy affects risk perceptions, trust, and willingness to transact for a well- known merchant, but not for a less well-known merchant. In addition, the results indicate that merchant familiarity does not moderate the relationship between CFIP and risk perceptions or CFIP and trust. Implications for researchers and practitioners are discussed. 1 Elena Karahanna was the accepting senior editor. Mike Strite and Greg Rose were the reviewers. This paper was submitted on October 12, 2004, and went through 4 revisions. Information Privacy and Online Consumer Purchasing/Van Slyke et al. Journal of the