Varnost in on-line nakupovanje
07/08/2003
V juniju je organizacija Zveza potrošnikov Slovenije
gostila First International Workshop and Roundtable on Web Credibility:
Building Trust on The Web, ki ga je organizirala mednarodna
organizacija za varstvo potrošnikov Consumers International ter ameriška organizacija WebWatch. Projekt RIS je v tem okviru predstavil študijo "Confidentiality Concern and On-line shopping." ABSTRACT: The
paper overviews the relationships between concern for security and
on-line shopping. The issues of confidentiality, privacy and
credibility are also briefly discussed. Despite some
recent turbulences, the on-line shopping is steadily growing,
surpassing 1% of retail sales in some most developed countries. Of
course, the indirect effect of on-line shopping information on off-line
retail is much larger. The data from SIBIS project for
25 European countries and US are presented with special attention to
the relation between e-shopping, security, privacy and Internet
developments. The relation between the Internet developments and
on-line shopping seems to be strongly linear. However, the security
concern, and - in particular - its impact on on-line shopping, exhibits
much more complex relation, which is strongly conditioned on specific
(cultural) country characteristics. No simple linear correlation can be
observed between this concern and the extent it prevents users from
on-line purchase. Similarly, no simple relationship can be found
between security concern and the general developments of on-line
shopping or Internet usage. More detailed individual
data from Slovenia enabled the modeling of the causal relation between
security concern and on-line shopping. It is shown, that at individual
level the on-line purchase is basically determined by attitudes towards
e-shopping and not so much with security concern and the intensity of
Internet usage. There also exist some important differences, if data
are used from representative telephone survey, or, from the
self-selected survey on the Web. The specific data on
Slovenia are also presented, showing a typical country with modest
internet penetration (40% of the population 15+) and relatively slow
development of on-line shopping, where the privacy and confidentiality
concern did not yet develop to the extent that would present a serious
obstacle. However, the consumer attitudes reveal some surprising
issues. Thus, for example, the navigation of the on-line shop seems to
be the most important characteristic of a good shopping Web site
(before security and privacy assurance). Similarly, among the
complaints related to the consumer rights, the most exposed one was the
problem that the Web site was not enough user-friendly. The
final conclusion would be that security concerns are only one specific
barrier against e-commerce, only for a certain segment of the public
and particularly in some of the countries. More than privacy and
security concerns, e-commerce is influenced by the general attitude to
on-line shopping.
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