The role of security notices and online consumer behaviour: An empirical study of social networking users

Abstract

a b s t r a c tThis paper uses a survey of social networking users to empirically explore their perceptions of security notices -independently verified artefacts informing internet site users that security measures are taken by the site owner. We investigate such factors as purchase experience, purchase intention, risk propensity, usage of various social network categories and user victimisation. The results suggest a strong positive link between purchase intention and paying attention to security notices/features on social networks. We find that higher use of narrow-purpose social networking services has a negative association with paying attention to security notices. We also show that users with higher risk propensity pay less attention to security notices/features. Finally, we find no association between purchase experience, user victimisation and perception of security notices/features. Our results provide new, and possibly more refined, evidence of the factors that influence the attention paid to security notices/features by social media users. The results have important implications for theory development, policy and practice.

Buying Through Social Platforms

“…Brands and retailers should reduce the risk associated with them in order to generate more direct sales. For instance, to demonstrate their business integrity, sellers can carry a security notice declaring that they will apply strict security measures to all purchases, thereby attracting greater user attention and converting traffic into purchases (Vladlena et al, 2015). In a social context, sellers should also take advantage of the social platform to reduce the perceived risk associated with them by buyers.…”

An empirical study of purchase behaviour on social platforms

“…In an online environment, technology artefacts play an important role in the formation of attitudes towards computing systems and service provider (Nickel, 2011;Benson, Saridakis and Tennakook, 2015;Benson, Saridakis, Tennakoon and Ezingeard, 2015). Brown and Muchira (2004) highlighted that service providers should offer artefacts to enable customers to appraise their trustworthiness as users entrust vendors with their personal information.…”

“…Customers are more likely to provide personal information without fabrication to those service providers they see as trustworthy as they believe that the information will be processed and transmitted securely (Grabner-Kräuter and Bitter, 2015). Use of encryption by online vendors signifies "a safe environment for online transactions" and therefore positively affects behavioural intention (Benson, Saridakis and Tennakook, 2015;Benson, Saridakis, Tennakoon and Ezingeard, 2015). Trustworthiness of provider has been linked to perceived security of transactions and personal information sharing in the context of online auctions (Barnes and Vidgen, 2002).…”

Role of Security in Social Networking

“…Understanding these risks and challenges should be addressed to avoid potential loss of private and personal information." Also, as [7] says, "The area of internet information security is well developed and evolves continuously in response to new threats" and so it must evolve with social media too." [3] gives some important tips for social network users to follow to help protect themselves online.…”