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Influencing millenials' trust, privacy risk perceptions and intention to register in m-commerce applications

Gasthuis, Chiel (2020) Influencing millenials' trust, privacy risk perceptions and intention to register in m-commerce applications.

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Abstract:M-commerce is a very popular manner of online shopping, especially among millennials. M-commerce involves mobile devices to search for, browse, compare and purchase products and services online. Most of the m-commerce platforms require users to log in by disclosing personal information during the first-time visit. Due to a large number of m-commerce platforms, consumers have difficulties with choosing suitable, secure, and trustworthy platforms. The research aims to study the influence of different login types on consumers’ trust, privacy risk perceptions, and their intention to register in an m-commerce app. The interaction roles of the country of origin of the app, privacy statement consent, and privacy valuation were also included. To answer the research questions and test the hypotheses, a 2x2x2 experimental design was used in which login type (general vs. social), the apps’ country of origin (EU vs. non-EU), and privacy statement consent (passive vs. active) were manipulated. The effects on privacy risk perception, trust in the app, and the intention to register in the app were measured. The focus is on Dutch millennials as millennials are the driving force of online shopping. The respondents (N = 212) were exposed to one of the eight experimental conditions.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/80825
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