Perceived Privacy and Perceived Security and Their Effects on Trust, Risk, and User Intentions

This article seeks to review and consolidate existing research modeling the relationships between perceived privacy, security, and consumer intention to use Web-based services such as on-line shopping. This is a crucial area to understand since many consumers are still reluctant to use on-line services due to perceived risk and trust issues. Recent headlines highlighting major privacy and security breaches by firms such as Winners have further inflamed concerns. Past research, however, has focused only on narrowly defined components of the overall picture, such as the link between security and trust. This paper therefore seeks to consolidate their models, creating a single overarching model, which is proposed as a starting point for future research.