تاثیر توانمندسازی مصرف کننده بر اعتماد آنلاین : بررسی در سراسر زنان و مردان
|کد مقاله||سال انتشار||تعداد صفحات مقاله انگلیسی||ترجمه فارسی|
|5493||2012||8 صفحه PDF||سفارش دهید|
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Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Decision Support Systems, Volume 54, Issue 1, December 2012, Pages 198–205
Consumer empowerment is a psychological construct related to the individual's perception of the extent to which he/she can control the distribution and use of his/her personally identifying information. It has been argued to have an impact on consumers' privacy concerns and trust in e-commerce. However, very little is known about the difference in male and female perceptions of this control. This investigation is focused on examining how perceptions between the genders differ concerning consumer empowerment and privacy concerns, and how the consumer empowerment results in perceptions of trust and decrease in privacy concerns. We test our proposed hypotheses using data collected from 322 experienced online consumers. Our results show that empowerment has a stronger positive effect on trust for males than for females, and that privacy concerns have stronger negative impact on trust for females than for males.
While e-commerce has grown substantially over the last decade, it still is marred with the lack of trust and growing privacy concerns. Various researchers have suggested empowering the consumers in order to alleviate their privacy concerns and to build their trust in e-commerce. For example, Van Dyke et al.  showed that consumers with higher levels of perceived privacy empowerment exhibited lower level of privacy concerns. Olivero and Lunt  suggested that when faced with an increase in awareness of privacy threats, consumers tend to reduce trust and demand more control. This suggests that firms which empower consumers by delegating control may be able to gain a competitive advantage. The psychology literature suggests that empowerment is viewed differently by males and females  and . The question then arises: Do males and females differ in their evaluations of interplays among online trust, privacy concerns, and consumer privacy empowerment? Answering this question will help practitioners and academics to understand how to empower consumers to establish their trust. To this end, we develop a model based on social constructionist theory of gender characterization, and hypothesize that the effects of privacy concerns and privacy empowerment on trust differs across genders. Using a large sample, we ask the following research questions: RQ1: Is the effect of consumer privacy empowerment on online privacy concerns different across genders? RQ2: Is the effect of consumer privacy empowerment on online trust different across genders? RQ3: Is the effect of consumers’ privacy concerns on online trust different across genders? This research topic is important for the following three reasons. First, whilst interest in gender has begun to pervade other disciplines, the IS domain has remained fairly impermeable against gender analysis, aside from a few notable exceptions . For example, the existing and limited research highlights the differences among the two genders in terms of communication pattern, e-commerce intention and behavior, and trust in online environments ,  and . Therefore, this study is an attempt to bring the importance of gender differences in e-commerce setting to forefront. Second, understanding how gender differences map with consumer privacy empowerment will extend our understanding of consumer privacy empowerment construct. Third, and more importantly, gender can be easily incorporated into trust building, privacy concerns’ reduction and consumer empowerment strategies. As e-commerce is targeted towards both genders, and lack of trust and increased privacy concerns have been touted among the most important barriers, attempting to understand such differences will help practitioners and academicians in devising gender specific strategies to effectively establish trust between e-commerce vendors and consumers from both genders. Against this background, in the present article, we investigate the impact of gender on the interplay between consumers’ privacy concerns, their perceptions of control and trust in online environments. The remainder of this paper is structured as follows. We begin with a brief literature on the importance of trust, followed by observed gender differences and theories of gender differences, especially in context of e-commerce environments. In the next section, we then build our theoretical model, followed by the measurement and testing of the model. After discussing the results, we conclude with the implications of our findings.
نتیجه گیری انگلیسی