The role of security, privacy, usability and reputation in the development of online banking

Abstract

PurposeThe purpose of this research is to analyse the influence of perceived web site security and privacy, usability and reputation on consumer trust in the context of online banking. Moreover, the paper also aims to analyse the trust‐commitment relationship since commitment is a key variable for establishing successful long‐term relationships with customers.Design/methodology/approachThe paper describes the positive effects of security and privacy, usability and reputation on consumer trust in a web site in the online banking context. Besides this, it also suggests that trust has a positive effect on consumer commitment. After the validation of measurement scales, the hypotheses are contrasted through structural modelling. Finally, the paper compares the hypothesised model with a rival one in order to test the mediating role of trust.FindingsThe data showed that web site security and privacy, usability and reputation have a direct and significant effect on consumer trust in a financial services web site. Besides this, consumer trust is positively related to relationship commitment. Finally, it is observed that trust is a key mediating factor in the development of relationship commitment in the online banking context.Research implications/limitationsThe high costs every company has to face in order to attract new customers make it increasingly necessary to reinforce the ties established with customers. In this respect, this research offers several alternatives for improving the levels of consumer trust and commitment in the context of online banking. The limitation is that data were collected to a web survey only of Spanish‐speaking subjects.Originality/valueThis study proposes a model for analysing empirically the link between security, privacy and trust, amongst others, in the online banking context.

Examining Information Disclosure Behavior on Social Network Sites Using Protection Motivation Theory, Trust and Risk

“…Trust and perceived risk are critical to any online transactions such as e-commerce Pavlou (2003), e-government (Belanger & Carter, 2008), and internet banking (Casalo et al, 2007). In the context of SNS, researchers have investigated the role of trust on information disclosure behaviour.…”

Multilevel and multidimensional scale for online trust

“…For their part, Grabner-Kraüter and Faullant (2008) in Austria, consider that "the technology itself has to be considered as an object of trust and they have been limited to measuring Internet trust for the online banking through four items related to perceived reliability and predictability of the Internet, and the willingness to depend on the Internet. In this context, other authors such us Casaló, Flavián and Guinalíu (2007) and Flavián and Guinalíu (2006a) have taken into account security and privacy as variables that are part of a second-order construct that influences in the online trust, but they do not incorporate them as a dimension. Neither do Aldas, Ruiz, Sanz and Lassala (2011) consider channel security as a dimension of trust; these authors consider it as a second-order construct called perceived risk.…”

“…Most of researchers use general factors that can be applied to any environment but not specifically from the electronic environment. From a review of the specific literature, the main dimensions of online trust are: honesty, competence, and benevolence (for instance, Torres, Manzur, Olavarrieta and Barra (2009), in the Latin America context and Casaló, Flavián and Guinalíu (2007) in the Spanish one). For their part, Grabner-Kraüter and Faullant (2008) in Austria, consider that "the technology itself has to be considered as an object of trust and they have been limited to measuring Internet trust for the online banking through four items related to perceived reliability and predictability of the Internet, and the willingness to depend on the Internet.…”

Determinants of clothing repurchase through mobile devices

“…These variables have been widely associated with trust and consumer behavioral intentions by researchers (Lee, Ang, and Dubelaar, 2005;Eastlick and Lotz, 2011;Ha, 2004;Sha, 2009;Wang, Beatty, and Foxx, 2004;Wu, Liao, Hung and Ho, 2012). In mobile commerce they have an impact on the development of trust (Casaló, Flavián, and Guinalíu, 2007;Yeh and Li, 2009). …”

“…It shows the reliability of the firm's commitments, makes consumers recognize its work, and it is critical in the development of trust in the initial stages and maintaining it in the future (Kim and Prabhakar, 2004). In the mobile context, research stressed the importance of reputation as it relates to consumer trust (Casaló et al, 2007), which is considered the most important factor in its development (Davis, Sajtos, and Chaudhri, 2011). In the case of clothing, consumers tend to have more positive emotional experiences with those companies with the best reputation, in addition to seeing a reduced perceived risk on the web (Kim and Lennon, 2013;Kim, Yang, and Kim, 2013).…”