IDEAS home Printed from https://ideas.repec.org/a/pal/palcom/v11y2024i1d10.1057_s41599-024-03395-6.html
   My bibliography  Save this article

An analysis of consumer’s trusting beliefs towards the use of e-commerce platforms

Author

Listed:
  • Nidhi Singh

    (Jaipuria Institute of Management)

  • Richa Misra

    (Jaipuria Institute of Management)

  • Wei Quan

    (Sejong University)

  • Aleksandar Radic

    (Independent Researcher)

  • Sang-Mook Lee

    (Jeju National University)

  • Heesup Han

    (Sejong University)

Abstract

This study evaluates the consumers’ views on various security measures in e-commerce platforms and determines their impact on the trusting beliefs of consumers, which may further lead to an intention to use e-commerce platforms. The study also investigates the moderating effects of gender, age, and the frequency of e-commerce platform use on the proposed model. A total of 780 respondents were used for the study. We used structural equation modeling (SEM) to analyze the proposed trust-based model. The findings indicate a strong positive impact of information integrity and information confidentiality on the consumers’ trusting beliefs. In addition, the study indicates the strong mediating effect of trusting beliefs with the association between information integrity, information confidentiality, and behavioral intention to use e-commerce platforms. A moderating effect of frequency of use on the relationship between perceived information confidentiality and preventing unauthorized secondary data usage on trusting beliefs was found to be significant. This research underwent an in-depth examination of different security aspects that e-commerce firms should consider in order to develop the trusting beliefs of consumers in e-commerce environments.

Suggested Citation

  • Nidhi Singh & Richa Misra & Wei Quan & Aleksandar Radic & Sang-Mook Lee & Heesup Han, 2024. "An analysis of consumer’s trusting beliefs towards the use of e-commerce platforms," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-18, December.
    • Handle: RePEc:pal:palcom:v:11:y:2024:i:1:d:10.1057_s41599-024-03395-6
    DOI: 10.1057/s41599-024-03395-6
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41599-024-03395-6
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1057/s41599-024-03395-6?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Sheth, Jagdish, 2020. "Impact of Covid-19 on consumer behavior: Will the old habits return or die?," Journal of Business Research, Elsevier, vol. 117(C), pages 280-283.
    2. Meriem Agrebi & Jean Louis Chandon & Judith Lynne Zaichkowsky, 2022. "Customer satisfaction and loyalty with corporate multi-brand websites in an era of social media and misinformation," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 16(4), pages 394-421.
    3. Mariko Morimoto, 2022. "Consumers' information control and privacy concerns in personalised social media advertising," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 17(3/4), pages 325-352.
    4. Ioannou, Athina & Tussyadiah, Iis, 2021. "Privacy and surveillance attitudes during health crises: Acceptance of surveillance and privacy protection behaviours," Technology in Society, Elsevier, vol. 67(C).
    5. Ereni Markos & Priscilla Peña & Lauren I. Labrecque & Kunal Swani, 2023. "Are data breaches the new norm? Exploring data breach trends, consumer sentiment, and responses to security invasions," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(3), pages 1089-1119, July.
    6. Rodríguez, Pablo Gutiérrez & Villarreal, Ricardo & Valiño, Pedro Cuesta & Blozis, Shelley, 2020. "A PLS-SEM approach to understanding E-SQ, E-Satisfaction and E-Loyalty for fashion E-Retailers in Spain," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    7. Dan J. Kim & Donald L. Ferrin & H. Raghav Rao, 2009. "Trust and Satisfaction, Two Stepping Stones for Successful E-Commerce Relationships: A Longitudinal Exploration," Information Systems Research, INFORMS, vol. 20(2), pages 237-257, June.
    8. Fue Zeng & Qing Ye & Zhilin Yang & Jing Li & Yiping Amy Song, 2022. "Which Privacy Policy Works, Privacy Assurance or Personalization Declaration? An Investigation of Privacy Policies and Privacy Concerns," Journal of Business Ethics, Springer, vol. 176(4), pages 781-798, April.
    9. Natália Munari Pagan & Karina Munari Pagan & Janaina de Moura Engracia Giraldi & Edgard Monforte Merlo, 2022. "Antecedents of trust and purchase intention in social commerce in Brazil," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 17(3/4), pages 271-298.
    10. Ruwan Bandara & Mario Fernando & Shahriar Akter, 2020. "Privacy concerns in E-commerce: A taxonomy and a future research agenda," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(3), pages 629-647, September.
    11. Suhail M. Ghouse & Rodney Graeme Duffett & Monica Chaudhary, 2022. "How Twitter advertising influences the purchase intentions and purchase attitudes of Indian millennial consumers?," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 16(1/2), pages 142-164.
    12. David B. Meinert & Dane K. Peterson & John R. Criswell & Martin D. Crossland, 2006. "Privacy Policy Statements and Consumer Willingness to Provide Personal Information," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 4(1), pages 1-17, January.
    13. Sabina Lissitsa & Ofrit Kol, 2021. "Four generational cohorts and hedonic m-shopping: association between personality traits and purchase intention," Electronic Commerce Research, Springer, vol. 21(2), pages 545-570, June.
    14. Okazaki, Shintaro & Eisend, Martin & Plangger, Kirk & de Ruyter, Ko & Grewal, Dhruv, 2020. "Understanding the Strategic Consequences of Customer Privacy Concerns: A Meta-Analytic Review," Journal of Retailing, Elsevier, vol. 96(4), pages 458-473.
    15. Simoni F. Rohden & Gabriel Tassinari & Carla Freitas Netto, 2023. "Listen as much as you want: the antecedents of the engagement of podcast consumers," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 18(1), pages 82-97.
    16. Nassim Ghondaghsaz & Zarina Chokparova & Sven Engesser & Leon Urbas, 2022. "Managing the Tension between Trust and Confidentiality in Mobile Supply Chains," Sustainability, MDPI, vol. 14(4), pages 1-25, February.
    17. Mauricio S. Featherman & Nick Hajli, 2016. "Self-Service Technologies and e-Services Risks in Social Commerce Era," Journal of Business Ethics, Springer, vol. 139(2), pages 251-269, December.
    18. Peter J Jordan & Ashlea C Troth, 2020. "Common method bias in applied settings: The dilemma of researching in organizations," Australian Journal of Management, Australian School of Business, vol. 45(1), pages 3-14, February.
    19. Singh, Nidhi & Sinha, Neena & Liébana-Cabanillas, Francisco J., 2020. "Determining factors in the adoption and recommendation of mobile wallet services in India: Analysis of the effect of innovativeness, stress to use and social influence," International Journal of Information Management, Elsevier, vol. 50(C), pages 191-205.
    20. Ezlika Ghazali & Bang Nguyen & Dilip S. Mutum & Amrul Asraf Mohd-Any, 2016. "Constructing online switching barriers: examining the effects of switching costs and alternative attractiveness on e-store loyalty in online pure-play retailers," Electronic Markets, Springer;IIM University of St. Gallen, vol. 26(2), pages 157-171, May.
    21. Fuller, Christie M. & Simmering, Marcia J. & Atinc, Guclu & Atinc, Yasemin & Babin, Barry J., 2016. "Common methods variance detection in business research," Journal of Business Research, Elsevier, vol. 69(8), pages 3192-3198.
    22. Molinillo, Sebastian & Aguilar-Illescas, Rocío & Anaya-Sánchez, Rafael & Liébana-Cabanillas, Francisco, 2021. "Social commerce website design, perceived value and loyalty behavior intentions: The moderating roles of gender, age and frequency of use," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    23. Yoon, Hyun Shik & Occeña, Luis G., 2015. "Influencing factors of trust in consumer-to-consumer electronic commerce with gender and age," International Journal of Information Management, Elsevier, vol. 35(3), pages 352-363.
    24. Neelam Chawla & Basanta Kumar, 2022. "E-Commerce and Consumer Protection in India: The Emerging Trend," Journal of Business Ethics, Springer, vol. 180(2), pages 581-604, October.
    25. Richa Misra & Renuka Mahajan & Nidhi Singh & Sangeeta Khorana & Nripendra P. Rana, 2022. "Factors impacting behavioural intentions to adopt the electronic marketplace: findings from small businesses in India," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1639-1660, September.
    26. Untaru, Elena-Nicoleta & Han, Heesup, 2021. "Protective measures against COVID-19 and the business strategies of the retail enterprises: Differences in gender, age, education, and income among shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    27. Balapour, Ali & Nikkhah, Hamid Reza & Sabherwal, Rajiv, 2020. "Mobile application security: Role of perceived privacy as the predictor of security perceptions," International Journal of Information Management, Elsevier, vol. 52(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Dash, Ganesh & Alharthi, Majed & Albarrak, Mansour & Aggarwal, Shalini, 2024. "Saudi millennials’ panic buying behavior during pandemic and post-pandemic: Role of social media addiction and religious values and commitment," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    2. Higueras-Castillo, Elena & Liébana-Cabanillas, Francisco J. & Villarejo-Ramos, Ángel F., 2023. "Intention to use e-commerce vs physical shopping. Difference between consumers in the post-COVID era," Journal of Business Research, Elsevier, vol. 157(C).
    3. Anita Oppong & Livingstone Divine Caesar, 2023. "A contingency analysis of brand reputation and loyalty in the banking sector," SN Business & Economics, Springer, vol. 3(7), pages 1-29, July.
    4. Asad Ahmad & Dag Øivind Madsen & Swati Garg, 2025. "How satisfied am I with mobile wallets? Exploring the nexus between MSQual, hedonism, and satisfaction," Future Business Journal, Springer, vol. 11(1), pages 1-11, December.
    5. Vieira, Valter Afonso & Rafael, Diego Nogueira & Agnihotri, Raj, 2022. "Augmented reality generalizations: A meta-analytical review on consumer-related outcomes and the mediating role of hedonic and utilitarian values," Journal of Business Research, Elsevier, vol. 151(C), pages 170-184.
    6. Mortimer, Gary & Andrade, María Lucila Osorio & Fazal-e-Hasan, Syed Muhammad, 2024. "From traditional to transformed: Examining the pre- and post-COVID consumers’ shopping mall experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    7. Molinillo, Sebastian & Aguilar-Illescas, Rocío & Anaya-Sánchez, Rafael & Carvajal-Trujillo, Elena, 2022. "The customer retail app experience: Implications for customer loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    8. Chen, Xiayu & Huang, Qian & Davison, Robert M., 2017. "The role of website quality and social capital in building buyers’ loyalty," International Journal of Information Management, Elsevier, vol. 37(1), pages 1563-1574.
    9. Tuncer, Ilhami, 2021. "The relationship between IT affordance, flow experience, trust, and social commerce intention: An exploration using the S-O-R paradigm," Technology in Society, Elsevier, vol. 65(C).
    10. Gianfranco Walsh & Daniel Brylla, 2017. "Do product returns hurt relational outcomes? some evidence from online retailing," Electronic Markets, Springer;IIM University of St. Gallen, vol. 27(4), pages 329-339, November.
    11. Agustín Morales-Álvarez & Angel Alberto Valdés-Cuervo & Lizeth Guadalupe Parra-Pérez & Fernanda Inéz García-Vázquez & María Fernanda Durón-Ramos, 2025. "Adolescents’ appraisal and disclosure mediate the links between parental practices and adolescents’ digital citizenship behaviors," Palgrave Communications, Palgrave Macmillan, vol. 12(1), pages 1-9, December.
    12. Adrianela Angeles & Adriana Perez-Encinas & Cristian E. Villanueva, 2022. "Characterizing Organizational Lifecycle through Strategic and Structural Flexibility: Insights from MSMEs in Mexico," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 23(2), pages 271-290, June.
    13. Sujeet Kumar Sharma & Anubhav Mishra, 2023. "Enablers and Inhibitors of Mobile Payments in Rural India: a Dual-Factor Theory Perspective," Information Systems Frontiers, Springer, vol. 25(6), pages 2335-2351, December.
    14. Yue Ma & Abdullah Al Mamun & Mohammad Masukujjaman & Roslan Ja’afar, 2025. "Modeling the significance of unified theory of acceptance and use of technology in predicting the intention and usage of eCNY," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 11(1), pages 1-32, December.
    15. Nanjangud Vishwanath Vighnesh & Patil Balachandra & Deepak Chandrashekar & Sukanlaya Sawang, 2023. "How cultural values influence sustainable consumption behavior? An empirical investigation in a non‐Western context," Sustainable Development, John Wiley & Sons, Ltd., vol. 31(2), pages 990-1007, April.
    16. Roland GOLDBERG, 2024. "Exploring Motivational Drivers for Shopping at Physical Fashion Retail Stores: Evidence from South Africa," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(2), pages 7-20, June.
    17. Abbasi, Ghazanfar Ali & Sandran, Thiviya & Ganesan, Yuvaraj & Iranmanesh, Mohammad, 2022. "Go cashless! Determinants of continuance intention to use E-wallet apps: A hybrid approach using PLS-SEM and fsQCA," Technology in Society, Elsevier, vol. 68(C).
    18. Nieves-Pavón, Sergio & López-Mosquera, Natalia & Jiménez-Naranjo, Héctor, 2023. "The factors influencing STD through SOR theory," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    19. Reizer, Abira & Galperin, Bella L. & Chavan, Meena & Behl, Abhishek & Pereira, Vijay, 2022. "Examining the relationship between fear of COVID-19, intolerance for uncertainty, and cyberloafing: A mediational model," Journal of Business Research, Elsevier, vol. 145(C), pages 660-670.
    20. Giacomo Migliore & Ralf Wagner & Felipe Schneider Cechella & Francisco Liébana-Cabanillas, 2022. "Antecedents to the Adoption of Mobile Payment in China and Italy: an Integration of UTAUT2 and Innovation Resistance Theory," Information Systems Frontiers, Springer, vol. 24(6), pages 2099-2122, December.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palcom:v:11:y:2024:i:1:d:10.1057_s41599-024-03395-6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: https://www.nature.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.