INFLUENCE OF PRIVACY AND SECURITY ON ONLINE CONSUMER'S TRUST

Abstract

Purpose The main purpose of this study is to check the INFLUENCE OF PRIVACY AND SECURITY ON ONLINE CONSUMER'S TRUST. Methodology/sample In order to carry out this study, quantitative data is collected through close ended questionnaire. The sample size consisted of 321 responses that were filled and returned by the respondents completely and were used for further analysis. Reliability and regression test is used to find the reliability of items and to discover the casual effect exists between the proposed independent variables and dependent variable, respectively. SPSS software is employed for the analysis of data. Findings The findings revealed that there is significantly positive association between privacy and security on online consumer’s trust that leads to acceptance of the entire proposed hypothesis. Moreover this paper has also highlighted that all of these two factors has significant and positive impact on online consumers trust.