To be a trustworthy website, do better in information privacy and security: customer’s attitude towards internet privacy and security in buying cosmetics products online

With the rapid development of Internet, the number of online customers is growing fast. But there are still lots of Internet users who view shopping cosmetics online as risky. The purpose of this study is to provide a deep understanding of customers’ perception on perceived privacy and security concerns associated with trustworthy cosmetic website. Two research questions focus on the characters of trustworthy website and the customers’ concerns about information privacy and security. A multiple-case study research was conducted. The findings of this study indicate that, character of Providing transactions confirmations, Stick to promises, Deal with error efficiently and Trusted “word-of-mouth” communications are regarded as the most important to building trust of cosmetic website. The concerns of No credit card security guarantees, Without notice, No choice, Information distribution, No secure transaction technology and Some shop are not secure are perceived by most of respond.

Author: Meng, Dandan

Source: Luleå University of Technology

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