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Perception of Data Security in e-Commerce

  • In this paper, different factors influencing the perceived data security (PDS) of online shoppers are analyzed. For this purpose, the authors first conduct a literature review and later analyze the results of an empirical study, by applying a regression analyses. Based on the findings of this research, the paper identified the frequency of gathering information on the topic of data security and the experience of being hacked as factors with a significant negative impact on PDS. In addition, a well perceived benefit and, in special cases, an e-Commerce business’ brand can positively influence PDS of customers. In conclusion, the paper delivers insights into the perceptions of data security and delivers some suggestions on how a company could improve the PDS of their customers.

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Author:Felix Balzer, Bastian Bollig
Advisor:Lars Binckebanck
Document Type:Report
Year of Completion:2017
Release Date:2017/09/06
Tag:Perception; e-Commerce
Page Number:30
Degree Program:IMM - International Management
Open-Access-Status: Open Access 
Licence (German):License LogoUrheberrechtlich geschützt