Dan J. Kim

Effects of assurance mechanisms and consumer concerns on online purchase decisions

Online purchases are constantly challenged by potential threats which include compromised vendors security and breaches of customer privacy. To mitigate these concerns, several information assurance mechanisms (e.g., assurance statements and third-party certifications) have gained attention in practice. Despite the wide deployment of assurance mechanisms, it remains largely unknown as to how online consumers interpret these assurance mechanisms and how their concerns affect their purchase decisions. Focusing on two information security assurance mechanisms (i.e., assurance statements and third-party assurance seals services) and three focal concerns of online consumers (i.e., privacy, security, and product and service concerns), this study investigates how security assurance mechanisms influence purchase decisions through alleviating the three focal concerns. The empirical results of the study reveal the relative strength and weakness of the two assurance mechanisms and also uncover the mediating roles of the focal concerns between assurance mechanisms and online consumers purchase intentions. Post hoc analysis further shows that assurance seals supplement the effects of assurance statements on privacy concern and product and service concern, which is also a new finding to the literature. Finally, results show that concerns on security and privacy displace concern on product and service (a non-information security concern), when effects of the three concerns are concurrently considered by consumers. The implications of findings for both theory and practice are discussed. This study investigates how security assurance mechanisms influence purchase decisions.This study focuses on assurance statements and third-party assurance seals.This study identifies the focal concerns of online consumers (i.e., privacy, security, and product and service concerns).This study also examines the mediating effect of three focal concerns between assurance mechanisms and purchase intention.Results show that security and privacy concerns displace product and service concerns (a non-information security concern).

Comparing fingerprint-based biometrics authentication versus traditional authentication methods for e-payment

Abstract Biometrics authentication for electronic payment is generally viewed as a quicker, convenient and a more secure means to identify and authenticate users for online payment. This view is mostly anecdotal and conceptual is nature. The aim of the paper is to shed light on the comparison of perceptions and beliefs of different authentication methods for electronic payment (i.e., credit card, credit card with PIN, and fingerprint biometrics authentication) in an e-commerce context. As theoretical foundation, the valence framework is used in understanding and explaining the individuals evaluation of benefit and risk concerning the payment methods. We propose a research model with hypotheses that evaluate and compare the individuals perceptions of the payment authentication methods, trust of the online store, and the willingness to continue using the website account associated with the payment authentication method. An experiment is used to test the hypotheses. The results show that biometrics authentication significantly influences the individuals security concern, perceived usefulness, and trust of online store. Theoretically, through the studys context – biometrics versus credit card authentication – evidence is provided for the importance of the individuals perceptions, concerns, and beliefs in the use of biometrics for electronic payments. Managerial implications include shedding light on the perceptions and concerns of secure authentication and the need for implementing biometrics authentication for electronic payments.

“Just how risky is it anyway?” The role of risk perception and trust on click-through intention

ABSTRACT The prevalence of cybercrimes threatens internet enabled services such as e-commerce, search engines, and social media. This results in individuals having to evaluate the risk of malware before making decisions to click-through internet links. Drawing on two theoretical frameworks in trust in online transactions and risky decision-making, we propose a research model that incorporates both trust and risk frameworks to explain how individuals cultivate click-through intention. We offer theoretical and practical contributions.