The evolution of perceived security: the temporal role of SNS information perceptions

Hong‐Youl Ha · Huifeng Pan

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Privacy, Security, and Data Protection

Abstract

Purpose The purpose of this paper is to develop and test a dynamic model of security-based consumer purchasing intentions and empirically addresses gaps in online purchasing theory by examining how loyalty intention may become stronger or weaker over time as a result of prior relationship evaluations. Design/methodology/approach Using a longitudinal study (three-time waves) of commercial website consumers, the authors investigate the proposed model by depicting the relationships among perceived security, perceived risk, website trust and loyalty intentions. Findings The results show that two relationships, namely the perceived security-perceived risk link and the perceived risk-website trust link, which have been little investigated on a longitudinal basis in previous studies, change over time. Interestingly, while social network service (SNS) information perceptions do not have direct effects on perceived risk or loyalty intention, the relationships in which either perceived security and website trust are involved are more important for positively improving perceived security and building website trust. Practical implications The authors suggest that managers may actually benefit from handling SNS information or social communities by delivering well-designed information at strategic stages, targeting key constructs. Originality/value The research contributes to the establishment and testing of temporal carryover effects of various online purchasing-related constructs: perceived security, perceived risk, trust and loyalty intention. More specifically, the longitudinal approach provides new insights regarding the role, potential impact and limitations of two types of perception. It thus highlights how understanding loyalty intention requires reevaluating consumer perceptions as consumers’ judgments evolve.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1979A Paradigm for Developing Better Measures of Marketing Constructs 1996The Behavioral Consequences of Service Quality 2000Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments 1988An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment 2010Satisfaction: a behavioral perspective on the consumer 2013Structural Equation Modeling With AMOS 2007A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents

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