Title: The determinants of online security concerns and their influence on e-transactions

Authors: Seounmi Youn, Mira Lee

Addresses: Department of Marketing Communication, Emerson College, 120 Boylston Street, Boston, MA 02116–4624, USA. ' Department of Advertising, Public Relations, and Retailing, Michigan State University, 324 Communication Arts and Science, East Lansing, MI 48824, USA

Abstract: Drawing from the perspective of consumers| risk perception, this study examines the determinants and consequences of online security concerns and assessed the interrelationships among these constructs with a path analysis. Using the secondary survey data from a representative sample of the US adult population, this study finds that consumer characteristics such as psychographic, behavioural and demographic factors serve as determinants in explaining online security concerns which, in turn, affect e-transactional activities. This study also highlights that online security concerns play a mediating role on the effects of various consumer characteristics on e-transactions. In addition, the implications for public policy-makers and e-marketers are discussed.

Keywords: online security concerns; e-transactions; consumer characteristics; psychographics; internet marketing; electronic transactions; online transactions; risk perception; consumer perceptions; USA; United States; consumer behaviour; demographics.

DOI: 10.1504/IJIMA.2009.026370

International Journal of Internet Marketing and Advertising, 2009 Vol.5 No.3, pp.194 - 222

Available online: 08 Jun 2009 *

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