The Impact of Customer Trust and Perception of Security Control on the Acceptance of Electronic Commerce

Abstract

Although the number of Internet users has increased explosively, customers of EC have a tendency to be reluctant to provide their sensitive personal information to Web sites. The tendency is due to their distrust of EC security. We investigate the impact of customer perception of security control on EC acceptance. Also, we examine trust as the mediating factor of the relationship. We chose Internet banking as the research domain because customers are generally more concerned about processing sensitive information such as financial information. There were 502 cases that were collected through a Web survey of Internet banking users. The results of the statistical analyses using structural equation modeling indicate that the perception of non-repudiation, privacy protection, and data integrity has a significant impact on trust in EC. And, the trust has a significant impact on EC acceptance. Implications and further research directions are also presented.