Relationship of Perceived Security and Information Quality on E-Customer Trust:

Empirical Evidence

Presented By: Yahya Ejaz

Reason of selection

Technology is growing rapidly in the field of internet and web development , and internet is commonly use in today's era , many countries embracing E business practice but Pakistan have so much complexities to embrace this practice so I just want to know the reason behind

Introduction Samadhi (2009) Discovered that Growth of internet usage, Creates

desire for companies to look for non traditional marketing ways which comes as a face of e-commerce as medium of advertisement

Pastore (2000) discovered that 7% of US survey participants prefer online food shopping

Peppers & Rogers, (2001) found out that in UK 0.4% of grocery purchase from online shopping

In Pakistan, online shopping over internet is low due to lack of infrastructure available to support internet Factors affecting Pakistani Consumers’ trust in e-commerce to be

analyzed

Problem Statement

Kim, (2008) Stated customer trust depends on business person and organization picture.

Palvia et al., (2006) Consumers trust increase when the product are provided Information more related to the product. ( understanding error )

Bomil & Ingoo, (2003) Shopping over the internet is different from the shopping at outlets. And mostly People do not trust from web purchasing so trust in e-commerce affect by the perceived security.

Research Objective To determine the impact of the level of perceived

security and information quality on e-commerce trust

To examine the relationship of perceived security on e-customer trust

To examine the relationship of information quality on e-customer trust.

Research Question

Determine the level of perceived security and information quality on e-customer trust?

What is the relationship among perceived security, information quality and e-customer trust?

What would be the effect of perceived security and information quality on e-customer trust?

Hypothesis H1: Perceived Security is positively related with E-customer

Trust.

H2: Information Quality is positively related with E-customer Trust.

H3: Perceived security and Information quality have significant positive impact on E-customer Trust.

Literature Review Impact of Perceived Security on E-Customer Trust

Name of the Researcher and Title

Estimates & Results Statistical Technique

Conclusion

Kim et al., (2010) “An Empirical Study of Customers’ Perceptions of Security and Trust in E-Payment Systems”

The impact of perceived security on the customers’ trust estimated for using e-payment system & the results revealed that strong technically sound system to ensure protection and high security system influence the perceived security of customers

Structural Equation Method

Perceived security significantly impact the customer trust; which enhanced the use of e-payment system.

Industry: University Undergraduate & Graduate Students used Electronic Payment System

Sample Size: 219

Literature Review Contd. . Impact of Information Quality on E-Customer TrustName of the Researcher and Title

Estimates & Results Statistical Technique

Conclusion

Park and Kim (2003) “Identifying Key Factors Affecting Consumer Purchase Behavior in an Online Shopping Context”

The factors affecting consumer behavior in purchase in e-commerce was evaluated & it revealed that the quality of information, quality of interface and security impact the satisfaction and the related benefits

Chi SquareMethod

It affects the trust of consumers, their loyalty and consumer behavior related to purchase.

Industry: Bookstore online shopping

Sample Size: 602

Research MethodologyResearch Approach Quantitative Approach

Research Purpose Explanatory

Research Design Correlational Research Design

Data Source Primary Source

Data Collection Instrument Survey Questionnaire (Likert Scale)

Sampling Technique Convenience Sampling (From Karachi)

Target Population E-Commerce users among internet users within Pakistan

Sample Size 385 respondents

Statistical Technique Factor , Correlation and Multiple regression analysis

Result Findings and Interpretation of the result

We took data of perceived security, information quality and its effect on e-customer trust from the respondents who use E-Commerce in Pakistan. The results were divided into four phases.

1. Factor Analysis2. Reliability Analysis3. Correlation Analysis4. Multiple Regression Analysis

Phase IFactor Analysis

Validity of the data

Phase IIReliability Analysis

Data reliability test

Phase III

Phase IVMultiple linear Regression

perceive security and Information quality have significant impact on the on E customer trust

The value of Coefficient (β) shows positive sign than it reflects that there is positive imp[act exist amongst independent and dependent variables

. .

Model

Regression equation/sE customer trust=1.647+.217(perceive security ) +.855(information

quality)

Where, The value of Coefficient (β) shows positive sign than it reflects

that there is positive impact exist amongst independent and dependent variables

Hypothesis Assessment Summary

Conclusion and Recommendation E - commerce is not possible with out trust and trust only come

with the information quality and perceive Security.

Businesses must create the secured websites and provide data security to the customers

Required high monitoring to the websites and if involve In deceiving must be punish.

The organizations must provide up to date and accurate information on the websites

E-commerce helps Increase in sales so organizations in Pakistan need to focus on the factors which can enhance customer trust in their websites.

Introduce new solutions for e-payment which reduce the risk of losing financial information.

The websites must provide authentic information which is easy to understand and useful to build customer confidence and trust

Conclusion and Recommendation

THANK YOU