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Carlos Flavián (Faculty of Economics and

Business Studies, University of Zaragoza,

Zaragoza, Spain)

Purpose

Design/methodology/approach

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Originality/value

Consumer trust, perceived security and privacy policy: Three basic elements of loyalty to a web site

Author(s):

...Show all authors

Acknowledgements:

The authors are grateful for the financial

support of the Ministry of Education and

Science and the Aragón Government (S‐46;

PM‐034).

Abstract:

– The purpose of this paper is to analyze the

effect of privacy and perceived security on

the level of trust shown by the consumer in

the internet. It also aims to reveal and test

the close relationship between the trust in a

web site and the degree of loyalty to it.

– First, there is an explanation of the main

attributes of the concepts examined, with

special attention being paid to the multi‐

dimensional nature of the variables and the

relationships between them. This is followed

by an examination of the validation

processes of the measuring instruments.

– Specifically, the study reveals that an

individual's loyalty to a web site is closely

linked to the levels of trust. Thus, the

development of trust not only affects the

intention to buy, as shown by previous

researchers, but it also directly affects the

effective purchasing behavior, in terms of

preference, cost and frequency of visits, and

therefore, the level of profitability provided

by each consumer. In addition, the analyses

show that trust in the internet is particularly

influenced by the security perceived by

consumers regarding the handling of their

private data.

– The results of this study provide several

managerial implications for companies in this

sector. Suggestions are offered for national

and international organizations involved in

regulating these markets.

– The results of this research remedy, to a

certain extent, the scarcity of empirical

studies that have designed and validated

measuring scales for the concepts of privacy,

security, trust and loyalty to the internet, as

well as testing the relationships between

them.

Keywords:

Internet, Trust, Data security, Privacy, Custom

er loyalty

Type:

Research paper

Publisher:

Emerald Group Publishing Limited

Copyright:

© Emerald Group Publishing Limited 2006

Published by Emerald Group Publishing

Limited

Citation:

Carlos Flavián, Miguel Guinalíu, (2006)

"Consumer trust, perceived security and

privacy policy: Three basic elements of

loyalty to a web site", Industrial Management

& Data Systems, Vol. 106 Issue: 5, pp.601-

620, https://doi.org/10.1108/0263557061066

6403

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