{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,27]],"date-time":"2026-03-27T03:55:44Z","timestamp":1774583744971,"version":"3.50.1"},"reference-count":76,"publisher":"Emerald","issue":"4","license":[{"start":{"date-parts":[[2016,10,10]],"date-time":"2016-10-10T00:00:00Z","timestamp":1476057600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["ICS"],"published-print":{"date-parts":[[2016,10,10]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>Privacy and security concerns of consumers have been touted as one of the hindrances to the growth of e-commerce. These concerns increase the risk perception of consumers. Understanding the consequences of privacy and security concerns and their relationship to risk perceptions may provide a solution. The relationship between privacy and security is investigated using the theory of planned behavior. The study aims to examine the relationship of trust, privacy and security concerns to the risk perception adoption of e-commerce. The results from a survey validate the model.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Data were collected using survey from undergraduate business students. The respondents were requested to select a specific product that they plan to purchase in the next six months. After selecting a product, the respondents were requested to report an online company that they have recently visited which offers the selected product. The respondents were requested to fill out the survey with regard to their selected online company. Time given was approximately 20 min.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The results suggest that privacy and security concerns and trust beliefs had effects on risk perception. Among these effects, trust had the largest effect followed by privacy and security concerns. Furthermore, risk perception and trust beliefs had effects on attitude. The effect of trust beliefs on attitude was larger than the effect of risk perception on attitude. Similarly, subjective norm, perceived behavioral control and attitude had a positive and direct effect on intention to be involved in e-commerce.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title><jats:p>The first limitation of this study is the use of student subjects. Because this study took place in an educational setting, its generalizability to the general population of consumers lacks to some degree. The second limitation of this study is mono-method bias.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>The effect of privacy concerns on risk perception was larger than that of security concerns. Because the consumers get more experienced and sophisticated using the Web, the security concerns that they may have had at the beginning are not reflected in their risk perceptions. It is likely that they have adopted protective measures on their own to defend their privacy online. An example of such a measure would be providing false information to online companies when asked to submit personal information.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The major contributions of this study are developing and validating an integrative framework of e-commerce adoption at the individual level. The model includes privacy and security concerns, risk perception and trust beliefs. This study also highlighted the distinction of constructs of privacy and security concerns and showed their differential effects on other related constructs in the research model.<\/jats:p><\/jats:sec>","DOI":"10.1108\/ics-05-2015-0020","type":"journal-article","created":{"date-parts":[[2016,10,19]],"date-time":"2016-10-19T09:36:10Z","timestamp":1476869770000},"page":"348-371","source":"Crossref","is-referenced-by-count":74,"title":["Online privacy and security concerns of consumers"],"prefix":"10.1108","volume":"24","author":[{"given":"Anil","family":"Gurung","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"M.K.","family":"Raja","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"issue":"4","key":"key2020121220092997600_ref001","doi-asserted-by":"crossref","first-page":"665","DOI":"10.1111\/j.1559-1816.2002.tb00236.x","article-title":"Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior","volume":"32","year":"2002","journal-title":"Journal of Applied Social Psychology"},{"issue":"2","key":"key2020121220092997600_ref002","doi-asserted-by":"crossref","first-page":"179","DOI":"10.1016\/0749-5978(91)90020-T","article-title":"The theory of planned behavior","volume":"50","year":"1991","journal-title":"Organizational Behavior and Human Decision Processes"},{"key":"key2020121220092997600_ref003","volume-title":"Understanding Attitudes and Predicting Social Behavior","year":"1980"},{"issue":"1","key":"key2020121220092997600_ref004","doi-asserted-by":"crossref","first-page":"13","DOI":"10.1080\/08874417.2014.11645737","article-title":"Trust-discount tradeoff in three contexts: frugality moderating privacy and security concerns","volume":"55","year":"2014","journal-title":"Journal of Computer Information Systems"},{"issue":"2","key":"key2020121220092997600_ref005","first-page":"285","article-title":"The partial least squares approach to causal modeling: personal computer adoption and use as an illustration","volume":"2","year":"1995","journal-title":"Technological Studies: Special Issue on Research Methodology"},{"key":"key2020121220092997600_ref006","first-page":"23","article-title":"Consumer behavior as risk taking","volume-title":"Risk Taking and Information Handling in Consumer Behavior","year":"1967"},{"issue":"3\/4","key":"key2020121220092997600_ref007","first-page":"245","article-title":"Trustworthiness in electronic commerce: the role of privacy, security, and site attributes","volume":"11","year":"2002","journal-title":"The Journal of Strategic Information Systems"},{"issue":"1","key":"key2020121220092997600_ref008","doi-asserted-by":"crossref","first-page":"211","DOI":"10.1080\/07421222.2002.11045715","article-title":"Individual trust in online firms: scale development and initial test","volume":"19","year":"2002","journal-title":"Journal of Management Information Systems"},{"issue":"3","key":"key2020121220092997600_ref009","doi-asserted-by":"crossref","first-page":"368","DOI":"10.1016\/j.jbusres.2008.05.012","article-title":"An investigation of determinants of counterfeit purchase consideration","volume":"62","year":"2009","journal-title":"Journal of Business Research"},{"issue":"3","key":"key2020121220092997600_ref010","first-page":"44","article-title":"Relationship marketing in consumer markets: a comparison of managerial and consumer attitudes about information privacy","volume":"11","year":"1997","journal-title":"Journal of Interactive Marketing"},{"issue":"4","key":"key2020121220092997600_ref011","doi-asserted-by":"crossref","first-page":"543","DOI":"10.1016\/S0378-7206(04)00051-5","article-title":"Literature derived reference models for the adoption of online shopping","volume":"42","year":"2005","journal-title":"Information & Management"},{"key":"key2020121220092997600_ref012","first-page":"295","article-title":"The partial least squares approach to structural equation modeling","volume-title":"Modern Methods for Business Research","year":"1998"},{"issue":"1","key":"key2020121220092997600_ref013","doi-asserted-by":"crossref","first-page":"85","DOI":"10.1111\/j.1365-2575.2012.00407.x","article-title":"Understanding customers\u2019 repeat purchase intentions in B2C E-commerce: the roles of utilitarian value, hedonic value and perceived risk","volume":"24","year":"2014","journal-title":"Information Systems Journal"},{"issue":"1","key":"key2020121220092997600_ref014","doi-asserted-by":"crossref","first-page":"64","DOI":"10.1177\/002224377901600110","article-title":"A paradigm for developing better measures of marketing constructs","volume":"16","year":"1979","journal-title":"Journal of Marketing Research"},{"issue":"3","key":"key2020121220092997600_ref015","doi-asserted-by":"crossref","first-page":"341","DOI":"10.2307\/249775","article-title":"How did they get may name - 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