Tennakoon Mudiyanselage, Hemamali Leelawardana (2015) The impact of information security and its related constructs on purchase intention of social commerce users. (PhD thesis), Kingston University, .

Abstract

Social Networking Sites (SNS) differ from other online media in a number of aspects including the quality of content published, reach and audience, interaction frequency, accessibility, usability and immediacy. In our analysis of social commerce, we have taken into account these unique attributes of SNS and argue that social commerce differ from classical e-business models. We further maintain that the said distinctions of SNS have led to the misuse of user-generated content and abuse of users trust resulting in information security and privacy violations. Recent unfortunate incidents of security and privacy breaches have shown the negative repercussions on online businesses. In this thesis, we argue that security and privacy issues on SNS are a major barrier hindering the success of the emerging social commerce applications and preventing businesses from gaining the full economic benefit of SNS. Hence, following a deductive strategy and taking a positivist stance, the current research explores the issues of information security, privacy, and related constructs in the context of social commerce (B2C interactions) with emphasis on how they affect purchase intention. Using a systematic review of prior literature, we have identified the key concepts and related constructs of information security and privacy and the relationships between the constructs. Based on this understanding, the current study proposes to test a number of hypotheses. Data was collected using a Web-based survey administered to a sample of SNS users. The hypotheses were tested using PLS-SEM for a dataset of 514 respondents. Based on the findings of the current research, we can come to the following conclusions: (1) 'Perceived security', 'Trustworthiness', and 'Perception towards usage of information' have a direct impact on SNS users 'Purchase intention', (2) SNS users 'Perception towards privacy notices' positively affects 'Perceived privacy' and 'Perceived security', (3) 'Trustworthiness' negatively affects SNS users 'Risk perception' and 'Perceived privacy', and (4) 'Trustworthiness' of a SNS site is positively influenced by the 'perceived ability to control submitted information' and by 'Perceived privacy'. This research contributes to the body of knowledge on information security, privacy, and related constructs in a number of ways. For instance, the proposed research model which was empirically tested in the current research is the most valuable contribution. To test the proposed model, we have validated new and existing factors measuring information security constructs and purchase intention, thereby contributing to theory building. This provides a better understanding of privacy, security and related issues on SNS and explains some of the possible reasons for the slow adaptation of social commerce compared to 'classical' e-business models. From a practical and managerial point of view, this research help social media vendors to comprehend the fundamental features necessary to attract customers to their business such as building trust by enhancing security and privacy practices. Further, we suggest the use of ethical data gathering and transparent, easily accessible and readable security/privacy notices on social commerce shopping portals to help customers overcome their psychological barriers to purchase from SNS.

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