The effect of privacy risk on users' social commerce intention
by Tao Zhou
International Journal of Networking and Virtual Organisations (IJNVO), Vol. 23, No. 1, 2020

Abstract: Due to the disclosure of personal information, users may face privacy risk associated with social commerce transactions. At the same time, they may obtain benefits such as social rewards from interacting with other members. Drawing on a cost-benefit perspective, this research examined the effect of privacy risk on users' social commerce intention. The results indicated that privacy assurances and social interaction have significant effects on privacy risk and social rewards, both of which in turn affect users' social commerce intention. The results imply that service providers need to adopt privacy assurances and facilitate users' social interaction in order to promote their social commerce intention.

Online publication date: Wed, 01-Jul-2020

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Networking and Virtual Organisations (IJNVO):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com