Consumers’ security and trust for online shopping after GDPR: examples from Poland and Ukraine

Abstract

Purpose This paper aims to consider the question of changes brought to consumers’ trust and security issues by the implementation of the General Data Protection Regulation (GDPR) in electronic commerce. Design/methodology/approach Online shopping policies in Poland and Ukraine are compared from the perspective of four factors as follows: application of terms of service and privacy policy, usage of online payment systems, presence in price comparison engines and grade of secure sockets layer security certificates. Comparison is conducted within the framework of three research questions (complemented by eight hypotheses) set to reveal whether: policies of personal data protection and server security for online stores in both countries are the same; all online stores in both countries obey the existing e-commerce rules; e-commerce policies in the two countries differ significantly. The sample for analysis contains 40 Polish and 40 Ukrainian online stores, representing four industries, namely, electronics, entertainment, fashion and goods for children. Findings The research allowed to reveal major differences in the privacy policy of the two countries, caused, mainly, by the absence of GDPR in Ukraine. It also disclosed much stronger cooperation of online stores and price comparison engines in Poland compared to Ukraine. At the same time, research results allow to state that server security in both countries is on the same rather high level and that online stores use transparent and safe methods of online payment. Research limitations/implications This research opens a way to other, expanded observations which will include more countries and larger scopes of data. Its main limitation is that GDPR influence is only studied in two countries, not in all countries where it is implemented. Originality/value This research contributes from security and trust perspectives by analyzing the situation in two countries as follows: the EU member (Poland) and a non-EU country (Ukraine). The value of exploring the situation of Ukrainian e-commerce consists of understanding how online stores function without implementing the GDPR. Observation of shopbots application allows drawing an important conclusion of the necessity for online stores to cooperate with such services. It was also revealed that consumers’ trust in both countries depends a lot on the payment methods applied by an online store and on the ease of use of these methods.

Modelling the significance of food delivery service quality on customer satisfaction and reuse intention

“…The SCT denotes consumers’ sense of feeling when shopping online and cognizance that their personal information is safe from third parties [ 19 ]. Customers’ concerns about personal data leakage when using electronic platforms, specifically regarding financial issues, is one of the primary reasons deterring them from using electronic platforms amidst rapid, significant data developments [ 20 ].…”

“…Seamless system operations enable customers to efficiently and quickly identify desired meals and place orders, elevating customer SAT. Strzelecki and Rizun [ 19 ] indicated that seamless and convenient application systems could provide users with a better experience, such as rapid screening, product and service comparison, and suitable product or service selection to increase loyalty and trust towards the application and propensity to reuse the platform. This study proposed the following hypothesis as visual and system design and information quality significantly affect consumers’ attitudes towards online food delivery services [ 23 , 24 ] following relevant research:…”

Understanding passengers’ satisfaction and loyalty towards ridesharing services

“…In addition, loyal customers help to promote the service providers and their brand image through their recommendations (Nghia et al., 2020). Loyal customers give referrals to encourage and attract more new customers to purchase or subscribe to the services (Strzelecki & Rizun, 2020). Furthermore, customer loyalty helps to reduce the service providers’ marketing cost (Kamath et al., 2019) as word of mouth is more effective (Tabrani et al., 2018) and trustworthy in portraying the essential services from certain service providers (Thiruvattal, 2017).…”

Pengaruh Promosi, Persepsi Harga, Keamanan dan Kemudahan terhadap Keputusan menggunakan Aplikasi Gojek di Jabodetabek

“…Data diri seseorang menjadi tanggung jawab penting bagi semua pedagang atau produsen, konsumen akan merasa aman menggunakan e-commerce ketika data diri yang mereka gunakan terlindungi dan tidak bisa digunakan oleh pihak ketiga. Ketika transaksi online biasanya akan menampilkan layanan kebijakan privasi dan informasi kebijakan cookies jika ada yang menggunakannya (Strzelecki & Rizun, 2020).…”