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Influence of the Perceived Data Security and Trust on Usage Frequency of Internet Service

Authors:
Erik Massarczyk
Peter Winzer

Keywords: data security; trust; usage frequency; Internet services.

Abstract:
An increasing customer usage of Internet services with various devices demands a greater effort on data security credibility and trust issues because the extensive connections personal data are spread more widely. However, customers often prefer better services rather than higher data security. Here, the aim of this paper is to examine the positive influence of the perceived data security on the usage frequency of Internet services. The main target will be to measure how the user perceived data security and perceived trust influences the usage frequency of Internet services. This will be analyzed with an adjusted conceptual model based on elements of the Unified Theory of Acceptance and Use of Technology 2. Generally, a significant positive influence of a perceived data security on the usage frequency for specific services can be found. Yet, the perceived trust in the service providers does not significantly relate to a stronger usage frequency of Internet services. Consequently, customers have data security concerns and these might hinder them to use several Internet services.

Pages: 44 to 52

Copyright: Copyright (c) IARIA, 2017

Publication date: October 8, 2017

Published in: conference

ISSN: 2308-3492

ISBN: 978-1-61208-592-0

Location: Athens, Greece

Dates: from October 8, 2017 to October 12, 2017