Home // International Journal On Advances in Internet Technology, volume 11, numbers 1 and 2, 2018 // View article

Influence of the Perceived Data Security, Operator Credibility and Provider Trust on Usage Frequency of Internet Services

Authors:
Erik Massarczyk
Peter Winzer

Keywords: data security; trust; credibility; 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 as due to 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 is to measure how the user (a) perceived data security, (b) perceived operator credibility and (c) perceived trust influence the usage frequency of Internet services. The named variables are analyzed with an adjusted conceptual model based on elements of the Unified Theory of Acceptance and Use of Technology 2. In general, a significant positive influence of a perceived data security on the usage frequency for specific services could be identified. Yet, the perceived trust in the service providers does not significantly relate to a stronger usage frequency of Internet services. Furthermore, for specific Internet services a positive relationship between the user perception about the operator credibility and the usage frequency of the Internet services could be proven. Consequently, customers have data security concerns and these might hinder them to use several Internet services.

Pages: 44 to 59

Copyright: Copyright (c) to authors, 2018. Used with permission.

Publication date: June 30, 2018

Published in: journal

ISSN: 1942-2652