Understanding Trust, Privacy and Financial Fears in Online Payment

摘要

In online payment, customers must transmit their personal and financial information through the website to conclude their purchase and pay the services or items selected. They may face possible fears from online transactions raised by their risk perception about financial or privacy loss. They may have concerns over the payment decision with the possible negative behaviors such as shopping cart abandonment. Therefore, customers have three major players that need to be addressed in online payment: the online seller, the payment page, and their own perception. However, few studies have explored these three players in an online purchasing environment. In this paper, we focus on the customer concerns and examine the antecedents of trust, payment security perception as well as their joint effect on two fundamentally important customers' aspects privacy concerns and financial fear perception. A total of 392 individuals participated in an online survey. The results highlight the importance, of the seller website's components (such as ease of use, security signs, and quality information) and their impact on the perceived payment security as well as their impact on customer's trust and financial fear perception. The objective of our study is to design a research model that explains the factors contributing to an online payment decision.