Security Assurance: How Online Service Providers Can Influence Security Control Perceptions and Gain Trust

Abstract

Security researchers agree that security control is a difficult to observe credence quality of online services that Internet users cannot easily assess through research or experience. Yet there is evidence that users form perceptions of security control that strongly determine how much trust they put in online services. This study investigates whether users' security control perceptions arise solely from their predispositions or whether online service providers can influence them. The study also examines whether these seemingly undependable perceptions of security control lead to trust or whether more traditional factors might offer a better explanation of trust under security risks. To address these issues, this study proposes a new theory of security assurance that integrates the frameworks of trust and quality signals. The results show that rather than being guided by predispositions, users appear to mainly assess security control based on indirect cues controlled by service providers. Importantly, Internet users do not treat the credence quality of security the same way they treat qualities that can be understood through search and experience. Although returning users develop security control perceptions and trust from the usual heuristics of ongoing relationships, they also continue to evaluate market information about service providers like they do in new relationships. The proposed model offers a new perspective of how users respond to the uncertain and technically challenging qualities prevalent in online services.

Reconceptualizing trust: A non-linear Boolean model

“…In particular, it suggests that in initial trust contexts that are governed by economic rationality, benevolence and integrity are likely to provide redundant information about the ''will do'' aspect of the ''can do and will do'' theory. The information systems field contains many contexts in which situations of initial trust governed by economic rationality are likely to be relevant, such as information search (e.g., [5,23,24]), communication in teamwork (e.g., [1,15]), organizational fairness (e.g., [4,7]), and online security (e.g., [25]). As such, it would be interesting to examine the applicability of the main hypothesis of the present study, i.e., the proposed Boolean relationship in other IS contexts where trust is thought to play an important role.…”

Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents

“…In this general context, previous studies have analyzed trust in e-commerce together with other factors (Cyr, 2008(Cyr, , 2013Cyr, Kindra, & Dash, 2008;Harris & Goode, 2004;Jin, Park, & Kim, 2007;Kim et al, 2008;Kim, Xu, & Gupta, 2012;McKnight & Chervany, 2001;. Previous research in e-commerce has examined the antecedents of perceived privacy and/or perceived security (Li, 2014;Lowry et al, 2011;Ray et al, 2011). Ray et al (2011), besides studying these antecedents, analyzed the influence of perceived privacy and security on consumers' perceived trust in online transactions.…”

“…They are reluctant to provide personal information and/or transactional information for electronic payments online because they do not trust e-commerce Kim, Ferrin, & Rao, 2008). A study of e-commerce showed that more than 87% of users were concerned about security and privacy protection in online shopping (Ray, Ow, & Kim, 2011). In addition, the lack of perceived privacy and security protection is a major reason why many consumers choose not to shop online; trust therefore plays a relevant role in online transactions Wu & Chang, 2005).…”

“…Previous research in e-commerce has examined the antecedents of perceived privacy and/or perceived security (Li, 2014;Lowry et al, 2011;Ray et al, 2011). Ray et al (2011), besides studying these antecedents, analyzed the influence of perceived privacy and security on consumers' perceived trust in online transactions.…”

Factors That Influencing Adoption of Internet Banking in Malaysia

“…There are few security control that has been studied which are authentication control, privacy control and non-repudiation control to enhance security in internet banking services (Ray, Ow, & Sung S. Kim, 2011). To lead a better security, various techniques of security can be used in implementation of these types of security controls.Based on the above discussion, it can be seen that there is a relation between security and internet banking adoption.…”