Does privacy assurance on social commerce sites matter to millennials?

Yichuan Wang, Carolina Herrando

Research output: Contribution to journalArticleAcademicpeer-review

11 Citations (Scopus)

Abstract

Social commerce (s-commerce) has become increasingly impactful to e-commerce and has generated potential economic benefits. With the rise of online privacy concerns, we have seen the need to explain how concerns about privacy affect consumers’ social interaction behavior and purchase decision-making on s-commerce sites. Synthesizing the privacy-trust-behavioral intention (PTB) and consumer decision-making models, this study proposes a comprehensive model by specifically refining its privacy and trust from an institutional perspective and investigating the influences of social interaction on purchase intention and actual purchase behaviors. Our results found that institutional privacy assurance positively influences institutional-based trust, which, in turn, affects online social interactions, and consequently increases the likelihood of product purchases on s-commerce sites. Theoretical development of this research contributes to both marketing and information systems disciplines in the social media era.

Original languageEnglish
Pages (from-to)164-177
Number of pages14
JournalInternational journal of information management
Volume44
DOIs
Publication statusPublished - 1 Feb 2019
Externally publishedYes

Fingerprint

commerce
privacy
purchase
Decision making
interaction
interaction behavior
decision making
Refining
Marketing
electronic business
social behavior
Information systems
social media
information system
marketing
Economics
economics

Keywords

  • Institutional privacy assurance
  • Institutional-Based trust
  • Observational learning
  • Social commerce
  • Word-of-mouth communication

Cite this

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title = "Does privacy assurance on social commerce sites matter to millennials?",
abstract = "Social commerce (s-commerce) has become increasingly impactful to e-commerce and has generated potential economic benefits. With the rise of online privacy concerns, we have seen the need to explain how concerns about privacy affect consumers’ social interaction behavior and purchase decision-making on s-commerce sites. Synthesizing the privacy-trust-behavioral intention (PTB) and consumer decision-making models, this study proposes a comprehensive model by specifically refining its privacy and trust from an institutional perspective and investigating the influences of social interaction on purchase intention and actual purchase behaviors. Our results found that institutional privacy assurance positively influences institutional-based trust, which, in turn, affects online social interactions, and consequently increases the likelihood of product purchases on s-commerce sites. Theoretical development of this research contributes to both marketing and information systems disciplines in the social media era.",
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Does privacy assurance on social commerce sites matter to millennials? / Wang, Yichuan; Herrando, Carolina.

In: International journal of information management, Vol. 44, 01.02.2019, p. 164-177.

Research output: Contribution to journalArticleAcademicpeer-review

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AB - Social commerce (s-commerce) has become increasingly impactful to e-commerce and has generated potential economic benefits. With the rise of online privacy concerns, we have seen the need to explain how concerns about privacy affect consumers’ social interaction behavior and purchase decision-making on s-commerce sites. Synthesizing the privacy-trust-behavioral intention (PTB) and consumer decision-making models, this study proposes a comprehensive model by specifically refining its privacy and trust from an institutional perspective and investigating the influences of social interaction on purchase intention and actual purchase behaviors. Our results found that institutional privacy assurance positively influences institutional-based trust, which, in turn, affects online social interactions, and consequently increases the likelihood of product purchases on s-commerce sites. Theoretical development of this research contributes to both marketing and information systems disciplines in the social media era.

KW - Institutional privacy assurance

KW - Institutional-Based trust

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