Influence of privacy certification marks on the purchase intention of millennials on e-commerce and s-commerce websites
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2020-08-13
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en
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The last two decades, a lot of research has been done on the subject of privacy concerns of online consumers and how privacy concerns affect their purchase intention. Some research had been done on the subject of privacy certification marks and their effect on the purchase intention of online consumers. The effect of privacy certification marks on e-commerce websites remained enveloped in ambiguity. The last decade s-commerce has become increasingly impactful to e-commerce, therefore understanding how privacy concerns affect consumers social interaction and purchase intention on both s-commerce and s-commerce sites is crucial. Research on the effects of privacy certification marks on s-commerce websites has not been conducted so far.
The research question in this thesis is: What effect do privacy certification marks have on purchase intention of online consumers on e-commerce and s-commerce website?
The results of the research show that the privacy certification marks do not have a strong effect on the purchase intention of online consumers on different types of websites. This may be explained by the extensively researched ‘privacy paradox’
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Faculteit der Managementwetenschappen