Factors Influencing the Perceived Websites' Privacy Trustworthiness and Users' Purchase Intentions

Alisa Frik () and Luigi Mittone

No 1609, CEEL Working Papers from Cognitive and Experimental Economics Laboratory, Department of Economics, University of Trento, Italia

Abstract: We created a model of factors influencing Internet users' trustworthiness perceptions and purchase intentions. Using focus group we calibrated the list of websites' attributes that represent those factors. Then we ran an online survey with 117 adult participants to validate the research model. We found that privacy (including awareness, information collection and control practices), security, and reputation (including background and feedback) have strong effect on trust and willingness to buy, while website quality plays a marginal role. While generally trustworthiness perceptions and purchase intention are positively correlated, in some cases participants were likely to purchase from the websites that they judged as untrustworthy. We discuss how behavioral biases, and decision-making heuristics may explain this discrepancy between perceptions and behavioral intentions. Finally, we analyze and suggest what factors, particular websites' attributes, and individual characteristics have the strongest effect on hindering or advancing customers' trust and willingness to buy.

Date: 2016
New Economics Papers: this item is included in nep-cbe
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