=Paper=
{{Paper
|id=Vol-1755/169-176
|storemode=property
|title=E-Commerce in Nigeria: A Survey of Security Awareness of Customers and Factors that Influence Acceptance
|pdfUrl=https://ceur-ws.org/Vol-1755/169-176.pdf
|volume=Vol-1755
|authors=Oluwfemi Osho,Christopher Iheanyi Onuoha,Joel Nnamdi Ugwu,Adeyinka Adesuyi Falaye
|dblpUrl=https://dblp.org/rec/conf/cori/OshoOUF16
}}
==E-Commerce in Nigeria: A Survey of Security Awareness of Customers and Factors that Influence Acceptance==
https://ceur-ws.org/Vol-1755/169-176.pdf
E-Commerce in Nigeria: A Survey of Security Awareness
of Customers and Factors that Influence Acceptance
Oluwafemi Osho Christopher I. Onuoha Joel N. Ugwu
Department of Cyber Security Department of Informatics, Department of Computer
Science, Technical University of Munich Science
Federal University of Technology, kristalnetonline@gmail.com Federal University, Oye-Ekiti,
Minna, Nigeria Nigeria
femi.osho@futminna.edu.ng joeljupita@gmail.com
Adeyinka A. Falaye,
Department of Computer Science,
Federal University of Technology,
Minna, Nigeria
falaye.adeyinka@futminna.edu.ng
ABSTRACT perspectives in different literatures. Currently, there is no standard,
The emergence of B2C e-commerce has influenced the business of generally-accepted definition of this concept [2]. However, some
shopping worldwide, Nigeria inclusive. Since the first e-commerce definitions that cover different perspectives of e-commerce were
platforms in Nigeria came on board, over a decade ago, its those by [3]. From a communications perspective, e-commerce
adoption has dramatically increased. And this is despite the was defined to involve the usage of telephone lines or computer
challenges it has been facing. This study seeks to access the networks for payments or to distribute information and
security awareness of customers of e-commerce sites in Nigeria, products/services. From a business process perspective, e-
and identify factors that influence acceptance of these platforms. commerce involves using technology to achieve business
Data were collected via the use of questionnaire. Results show that transactions and workflows in an automated manner. On the other
most customers are aware that their information are stored by the hand, from a service perspective, e-commerce is a means whereby
e-commerce sites, and are concerned about the security of their management, consumers and organizations requirements are
data on these sites and the possibility of their information to be covered to reduce service costs and at the same time improve the
transferred to third party without their knowledge or permission. quality and delivery of goods and services. And e-commerce, from
Yet only few of them make effort to always check the security and online perspective, supports the purchasing and marketing of
privacy policies of the sites before making purchases. Also, only goods, information and other online services on the internet.
few users are conversant with security technologies for securing e- Electronic commerce has four major classes which are B2B
commerce platforms. Our proposed factors were found to be (Business-to-Business), B2C (Business-to-Consumer), C2B
important or likely to influence transacting on e-commerce sites. (Consumer-to-Business), C2C (Consumer-to-consumer).
The focus of most studies has been on B2C e-commerce. In fact,
CCS Concepts e-commerce is arguably synonymous with B2C e-commerce. In
• General and reference ➝ Document types ➝ Surveys and lay man’s term, it entails buying and selling via an online
overviews platform. Its main advantage over transacting in a physical
marketplace is the convenience of shopping from anywhere,
Keywords anytime.
E-commerce, web retailer, online retailer, trust, acceptance,
privacy. E-commerce plays a major role in contributing to the economic
growth of any nation [4]. For instance, it has the potency to boost
small and medium-sized enterprises (SMEs) [5], [6], [7].
1. INTRODUCTION Specifically, its effects on SME include development of new
The beginning of electronic commerce can be traced as far back as
markets, increased customer base, improved communication with
1970s during the time of electronic funds transfer and electronic
customers, increased revenue growth, and reduced cost [6].
data interchange (EDI) in the 1980s. However, the growth of the
Consumers and businesses in developing countries can derive
internet during the late 1990s became the primary catalyst that
higher values from e-commerce, compared to those in developed
boosted its growth [1].
countries [8]. Unfortunately, developing countries are not
E-commerce has been defined in many ways and from different sufficiently tapping the benefits that IT affords. Hence, the wide
digital divide between the developing and developed countries in
terms of IT adoption.
1.1 E-Commerce in Nigeria
CoRI’16, Sept 7–9, 2016, Ibadan, Nigeria. One of the developing countries that have experienced steady
increase in e-commerce adoption is Nigeria. Beginning with about
2 e-commerce platforms about a decade ago, Nigeria had over 75
of these platforms as at 2013. By 2014, they had increased to
about 105 [9]. No doubt, e-commerce has proven to be successful
169
in Nigeria [10]. It began with the era where Automated Teller and doubt about the capacity of web vendors to deliver purchased
Machines (ATMs) were the predominant mediums of transaction product and deliver it on time [9].
[11], [12], [13], growing to the current state of varied internet
technologies for order placement, processing, fulfillment and 1.2 Objectives of Study
delivery, and payment. It is not surprising that the transaction
Despite the array of challenges facing e-commerce in Nigeria, the
volume has grown geometrically [9].
number of web retailers and rate of adoption have been increasing.
The success recorded so far in the adoption of e-commerce in As presented in Table 1, most of the visitors to these online
Nigeria is predicated on the level of adoption of information shopping platforms in Nigeria are from Nigeria. It is interesting to
technology in the country. For instance, within years 2000 – 2013, see that visitors are spending considerable time on these sites
internet penetration moved from 0.06 to 38.00 per 100 inhabitants despite the fact that most of them are at best slow in loading. What
[14]. Equally, within years 2000 to 2012, the mobile subscription could be the factors influencing acceptance of these platforms in
base in the country had risen dramatically from 2% to 67.68% Nigeria? Are customers aware of security implications associated
[15]. with transacting online? Are they even concerned about their
security on the online shopping sites? How much about the
Existing e-commerce sites in Nigeria offer a very wide range of security mechanisms and technology used to enhance security of
products and services. Some web retailers offer products and the e-commerce sites do they know? The objective of the study is
services to meet multiple customers’ needs. Two of the most two-fold. First, we evaluate the level of security awareness of
popular e-commerce sites in Nigeria, jumia.com.ng and Nigerian customers of e-commerce platforms. Secondly, the study
konga.com.ng fall into this category. Their range of products would seek to identify factors capable of influencing them to
covers technology, health, fashion, to mention but three. On the accept these platforms.
other hand, some online retailers simply focus on specific aspects
of business. Two examples of these are obeezi.com and
ochala.com, specializing in fashion. Table 1 below presents some 1.3 Significance of Study
popular e-commerce sites in Nigeria, with their rank in Nigeria This study is significant in many ways. Primarily, it identifies
and globally, percentage of visitors from Nigeria, estimated daily factors driving the success of e-commerce in Nigeria. Secondly, it
time used by visitors, and how fast the site loads. is expedient for web retailers to understand the categories of
visitors to their platforms, and what influences the visitors to
In spite of successes in respect of adoption, there are challenges accept to transact on them. In general, the study reveals the current
that have been identified militating against the progress of e- state of e-commerce in Nigeria.
commerce in Nigeria. These include insecurity, poor electricity,
and inadequate infrastructures. Despite these challenges, the
prospect of e-commerce growth in the country is no doubt high 2. LITERATURE REVIEW
[13], [16], [17]. Other challenges, equally common among 2.1 Security Awareness
developing nations, include essential legislations, low IT literacy, Users of e-commerce sites are constantly exposed to privacy and
lack of awareness, non-availability of local language websites, security risks. The security and privacy policies put in place by
lack of adequate e-commerce experts [8], lack of trust in the e- owners of the platforms are often inadequate. This is because these
commerce infrastructure, poor website design, inability to proprietors focus on functionality and ease-of-use. Consequently,
complete transaction using credit/debit card option, and slow security suffers. Another factor that contributes to privacy and
internet speed [9]. Nigerians are generally afraid of anything security risks is the underlying architecture of the internet, which
‘Nigerian.’ The lack of trust is as a result of accumulated distrust, does not support security sufficiently. The implication of this is
caused by incidences of failure daily experienced. For instance, that, no matter the amount of security mechanism deployed
cases of multiple deductions from a bank customer’s account absolute security is unattainable.
using ATM are commonplace. There is a lack of trust in the
government of the country. Citizens are accustomed to many Another issue posing risk on online shopping platform centers on
failed promises. Also, Nigerian is famous for online fraud. web retailers’ use of customers’ and visitors’ information. This
Consequently, this lack of perceived trust is occasioned when a actually constitutes privacy risk. One aspect entails monitoring
potential customer experiences fear of providing financial details visitors’ and customers’ preferences through cookies without their
on e-commerce sites, fear of multiple deductions from account, knowledge. The other involves passing customers’ private
information to third party without their knowledge or consent.
Table 1. Popular e-commerce sites in Nigeria with their respective rankings based on some indices [18]
Site Rank in Global % of Daily time How fast the
Nigeria Rank visitors* on site** site loads (secs)
Jumia.com.ng 7 1,098 97.1 22.21 Slow (2.253)
Konga.com 12 1,861 98.0 16.52 Very slow (3.765)
jiji.ng 40 6,539 95.1 6.58 Very slow (3.164)
Kaymu.com.ng 51 9,698 97.5 4.54 Average (1.872)
Dealdey.com 54 7,494 98.0 23.48 Very slow (3.86)
olx.com.ng 70 10,502 94.3 11.04 Slow (2.352)
Yudala.com 160 22,618 98.8 11.27 Very slow (8.527)
Checki.com.ng 219 27,012 90.6 7.47 Slow (2.624)
Payporte.com 297 35,958 99.2 10.42 Very slow (3.477)
Kara.com.ng 415 51,713 96.9 16.29 Slow (2.857)
170
Carmudi.com.ng 417 45,787 93.3 5.27 Very slow (3.705)
obeezi.com 538 66,149 95.9 3.54 Very slow (11.955)
Mallforafrica.com 637 78,470 93.5 8.58 Very slow (4.195)
Supermart.ng 655 67,001 95.2 12.56 Slow (2.736)
Coliseum.com.ng 681 88,458 97.9 3.29 Very slow (5.169)
*Percentage of visitors represents visitors from Nigeria
**Daily time on site is the estimated daily time on site (mm:ss) per visitor to the site
In the light of the foregoing realities, it is wise to be security Consequently, we propose the following hypothesis:
conscious while on e-commerce sites. Being aware that there are
privacy and security risks associated with the internet naturally H1. Providing necessary contents and functionality is
moderates a user’s behavior while online. Also, it could be helpful important to influence acceptance of e-commerce site.
to have, at least basic, knowledge of necessary security
requirements a web retailer is expected to put in place, some of 2.2.2 Relevant Information
which are identifiable on the site. This could help a user in To enhance customers’ confidence to purchase the product a web
identifying online shopping sites that hypothetically are secure. retailer must provide adequate product information [28].
For instance, [19] discovered that understanding of third-party Information on products and services offered, as well as the
seals influence trust disposition. procedures for transaction must be complete and accurate.
Insufficient information is a threat to acceptance of e-commerce
[4], [21].
2.2 Antecedents of acceptance of e-commerce
platform Two important pieces of information are the privacy and security
The success of e-commerce, as is the case with any technology, policies of the e-commerce platforms. One of the antecedents of
depends largely on its being accepted by potential customers. E- trusts on e-commerce sites is perceived security [19], [26]. To
commerce acceptance goes beyond obtaining information from an make a purchase a customer must trust the web retailer and also
e-commerce site, but also includes actual transaction by trust the e-commerce infrastructure [20], [22], [24], [29]. Fear of
purchasing from the site. In other words, acceptance goes beyond privacy and security risks can therefore be expected to reduce the
mere intentions; it actually entails transaction behavior. Web tendency to transact online [4], [20], [28]. In other words,
retailers desire buyers and not just visitors who surf their pages perceived risk of insecurity of personal information [20], [29], and
[20]. also perceived risk, whether in the context of product/service
purchased or the transaction process, could lower the likelihood to
One factor which greatly determines customers’ acceptance of e- trust an e-commerce site [21], [30].
commerce is trust [4], [9], [10], [20], [21], [22], [23], [24], [25].
Trust is fundamental to adoption of e-commerce. This is more so Thus, the following hypothesis is proposed:
because online transactions have a high degree of uncertainties H2. Providing relevant information is important to influence
associated with them. This makes building trust so fundamental to acceptance of e-commerce site.
the growth of e-commerce [20].
2.2.3 Offering and Value Added Service
2.2.1 Contents and Functionality In order to attract customers, web retailers often engage in sales
Lack of e-commerce infrastructure negatively impacts acceptance. promotion. The prices of products are usually slashed during some
Reliability of payment instrument, and by extension, the entire e- periods of the year. In Nigeria, the web servers of a popular e-
commerce infrastructures, will significantly have positive commerce site almost crashed during a sales promotion exercise,
influence [21]. Web retailers must integrate technologies that known as Black Friday. The amount of traffic had been enormous.
provide security into their online retail platforms. These include
authentication and encryption mechanisms, privacy seals and Providing value added services is another factor that can influence
disclosures, and firewalls [20]. Ponte, Carvajal-Trujillo, and acceptance. For instance, provision of fast and effective feedback
Escobar-Rodríguez [19] discovered that third-party assurance or introduction of live customer service will particularly interest
seals, privacy and security policies influence perceived security. new visitors. Visitors, on their first visit, could be skeptical about
the site. Their fears can easily be allayed and doubts rapidly
Studies have shown that customers on e-commerce sites seek not dissipated if their enquiries receive prompt attention.
only benefits that are utilitarian, but also those epicurean benefits.
For instance, customers naturally would want to be able to Therefore, we propose the following hypothesis:
compare prices of products and navigate easily through web-
H3. Different product offering and value added services will
pages. In addition, they desire e-commerce sites with visually
likely influence acceptance of e-commerce site.
appealing designs, which provide pleasurable online shopping
experience [22]. Navigation functionality has positive effect on
trust [26]. An e-commerce site with good design layout guarantees 2.2.4 Vendor Reputation
ease of use. Studies have shown that perceived ease of use of Many online vendors have built reputation in their area of
website, for instance, to access needed information increases business, and are thus well known. A potential customer will more
likelihood to accept the site [27]. likely choose to purchase from such vendors than from a web
retailer not well known. Online retailer reputation reduces the
perceived risk of buying online [28], influences perceived security
171
[19], increasing trust and, as a result, intention to purchase [20], 4.2 Security Awareness
[24], [26]. While more customers of e-commerce platforms (57.8%) reported
Based on this, we formulate the following hypothesis: they were aware that e-commerce sites store information,
including personal and financial, entered by their customers, most
H4. Online vendor reputation will likely influence trust to (55.4%) confessed they only seldom check the security and
purchase from an e-commerce site. privacy policies of the sites. This is against the backdrop that most
of them are actually concerned about the security of their data
3. METHODOLOGY when transacting online (54.2%) and the possibility of the sites’
owners passing their information to a third party without their
3.1 Participants knowledge or permission (49.4%). The results are presented in
To achieve the aim of the study, it was necessary to access Tables 4 and 5.
individuals who have patronized e-commerce platforms.
Consequently, the survey was conducted in Lagos, one of the The study also reveals (as depicted in Table 6) that most
states in Nigeria located in the south west of the country. The customers of e-commerce sites have either no knowledge or have
choice was informed due to the fact that proprietors of most e- only heard about the technologies that enhance security of the
commerce sites in Nigeria are based in Lagos. Specifically, during online platforms where they make purchases. Only very few have
the early years of e-commerce adoption in the country, virtually all knowledge of these technologies. The level of knowledge of some
the existing e-commerce platforms offered free delivery service to of the technologies used for securing e-commerce was found to
only customers in the state. Non-probability sampling was significantly affect whether a customer will easily be satisfied or
adopted. The survey was conducted in 2013, using questionnaire. not with the service provided by an e-commerce site. Specifically,
A total of 200 questionnaires were distributed. Out of these, 131 in three of the technologies – firewall, Secure Socket Layer (SSL),
were returned. After initial analysis, 84 were found to be valid. and site certification – the more a user knows about these
Most of the returned questionnaires were invalid due to technologies the less such user is satisfied or likely to be satisfied
incomplete and missing values. There were slightly more females with services on the platform. Among those who reported they had
(50.6%) respondents. Most were students (51.8%), less than 25 no knowledge of firewall, 93.3% indicated satisfaction with
years (55.4%), have been using the internet for more than 1 year services provided by their e-commerce sites. On the other hand,
(72.3%), and have not purchased from the e-commerce sites more 56.1% and 45.5% of those who had only heard of it and those who
than 5 times (69.9%). Table 2 contains the demographic details of have both heard and know how it works respectively indicated
the respondents. satisfaction. The study was found to be significant ( ( )
). For SSL, it was 92.3% v. 53.2% v. 20.0%
3.2 Measures respectively ( ( ) ), while for site
certification, the level of satisfaction was reported by 73.5% v.
The questionnaire contained four sections. The first consisted of
63.2% v. 18.2% respectively. This finding was equally significant
questions involving demography. In the second section,
( ( ) ).
respondents were requested to provide information pertaining to
their usage of e-commerce platforms. While section three sought
information on security awareness of the users, questions relating 4.3 Factors that influence acceptance
to trust factors were contained in the last part. Providing necessary content and functionality that support clear
understanding of services rendered by an e-commerce site and its
The first, second, third, and fourth factors had 8, 6, 4, and 2 items
ease of use is important in increasing the trustworthiness of the
respectively. To indicate the level of agreement we use a 5-point
site. Equally important, to gain the trust of customers, are relevant
Likert scale. For the first and second factors, the scale consisted of
information that define policies, about product,
1 = strongly not important, 2 = slightly not important, 3 =
guarantee/insurance, and that answer basic questions customers
important, 4 = very important, and 5 = don’t know. On the other
often ask.
hand, factors three and four had scale ranging from 1 = strongly
unlikely, 2 = slightly unlikely, 3 = likely, 4 = very likely, to 5 = Introducing value added services, in addition to offering branded
don’t know. We measured the internal consistency of the factors products and low prices, would likely influence customers’ trust to
using Cronbach’s alpha coefficient. The overall internal purchase. Other positive factor is the reputation of the vendor in
consistency of the 20 items was 0.745. Each of the factors also traditional and internet world. Tables 7 and 8 depict the results of
indicated acceptable level of reliability. Table 6 presents the mean, the trust factors and individual variables respectively.
standard deviation, and internal consistency of the 4 factors.
Analysis of data was descriptive. To determine the influence of
each factor/item we used the average response score.
5. DISCUSSION
This study sought to assess the level of security awareness of
customers of online shopping platforms in Nigeria. The other part
4. RESULTS was identifying factors capable of influencing these customers to
4.1 E-Commerce Site Usage accept these platforms. From the results, most of the users were
As presented in Table 3, more than half of the customers (61.4%) found to possess substantial length of internet experience. More
on e-commerce sites adopt the use of the platforms because they than half have actually purchased online not more than five times.
find it convenient or easy. The next motivating reason for This suggests most customers are perhaps still conservative about
purchasing on e-commerce site was the offer of delivery of purchasing from these sites.
purchased items at customer’s desired location at no extra cost. To To pay for transactions, most customers prefer or use the
make payment for purchases, most users prefer payment online. credit/debit card payment option. This is a positive sign showing
When asked if they were satisfied with the service provided by e- that the country is making progress in her drive to go cashless. The
commerce sites, most customers (51%) reported in the affirmative. study showed that fewer customers are choosing ‘pay on delivery’
172
option. This result did not agree with [9] which reported ‘pay on Table 3. E-commerce usage characteristics
delivery’ as the most preferred and assuring method of payment
Freq %
for customers.
Reasons behind purchase
Most users of e-commerce sites are aware that their information Money back guarantee 13 15.7
are stored by the sites, and are concerned about the security of Free delivery 22 26.5
their data on these sites and the possibility of their information to 3rd party recommendation 8 9.6
be transferred to third party without their knowledge or Convenient/Easy 51 61.4
permission. Yet only few of them make effort to always check the Others 6 7.2
security and privacy policies of the sites before making purchases.
This suggests that the innate desire by most customers for security Most used/preferred payment method
does not go beyond mere expectation and should be satisfied by a Card online 46 55.4
third-party. Customers expect web retailers to be solely PoS terminal at collection 7 8.4
responsible for their security, while they simply ‘fold their hands.’ point
Web retailers are limited in their capacity to provide security on Cash at collection point 2 2.4
their platforms. Users themselves, therefore, must be more active Cash on delivery 6 7.2
towards being protected while online Bank deposit 22 26.5
Total 83 100.0
Table 2. Users’ demographic information
Freq % Satisfaction with level of service provided
Sex Yes 51 61.4
Male 41 49.4 No 32 38.6
Female 42 50.6 Total 83 100.0
Total 83 100.0 Only very few customers, the study also revealed, know how
security technologies used for securing e-commerce
Occupation infrastructures work. Most have only heard of them. On one hand,
Student 43 51.8 this calls for concern. A customer who has no knowledge about
Employed 30 36.1 any of the security mechanisms might not know when his security
Unemployed 10 12.0 is breached by a web retailer. Such users are prone to be less
Total 83 100.0 security conscious online, and could be more likely to transact
without any restraint. This lack of knowledge probably explains
Age the inconsistent attitude of most customers to checking security
< 20 20 24.1 and privacy policies of online shopping sites before making
21 – 25 26 31.3 transactions.
26 – 30 15 18.1 On the other hand, the fact that most e-commerce customers in
31 – 35 12 14.5 Nigeria knows nothing or have only heard of these technologies
36 – 40 4 4.8 implies that e-commerce in Nigeria is accepted by both expert and
> 40 6 7.2 non-expert IT users. In fact, for e-commerce to thrive, it must be
Total 83 100.0 accepted not only by those with good IT knowledge, but also those
less IT-literate. This group of non-literate IT users would readily
Length of internet usage appreciate online retail platforms with good design layout which
< 6 months 17 20.5 supports ease of use.
6 months 2 2.4
1 year 4 4.8 We explored if there was any relationship between level of
> 1 year 60 72.3 knowledge of internet security technologies and satisfaction with
Total 83 100.0 services provided by web retailers. Our findings revealed that
Total 100.0 those who possess knowledge about the workings of these
technologies were less satisfied and less likely to be satisfied by e-
Number of purchases commerce platforms. One possible reason why less percentage
1–5 58 69.9 was satisfied among those who have knowledge of online security,
6 – 10 18 21.7 compared with those who either knew nothing or have only heard,
11 – 15 2 2.4 was non-availability of the security technologies on the e-
> 15 5 6.0 commerce sites. To satisfy those with considerable IT security
Total 83 100.0 knowledge, web retailers would have to go beyond providing
platforms with good design layout and functionality. The ability of
the sites to support security as well must be evident. Online
retailers must make easily accessible security seal (also known as
third-party assurance seal), privacy and security policies, and other
security evidence on their sites.
173
Provision of necessary contents and functionalities, relevant Freq %
information were found to be important in influencing transaction Aware of storage of personal and
online. Also, providing value added services and vendor financial information
reputation are likely to influence a potential customer to purchase Yes 48 57.8
from an e-commerce site. These findings suggest customers No 35 42.2
desire full satisfaction while online. They not only want a platform Total 83 100.0
where locating a product is easy, adequate information about
products are easily accessible, enquiries are rapidly attended to, or Checking of security/privacy policy
transaction could be completed almost seamlessly, but also would before transaction
appreciate visible evidence that the retailers are able to secure Never 17 20.5
their personal and transaction information. Sometimes 46 55.4
Table 4. Security awareness Always 20 24.1
Total 83 100.0
Table 5. Level of security concern
Strongly not Slightly not Concerned Strongly Don't know
concerned concerned concerned
Security of data when transacting 3 (3.6%) 19 (22.9%) 45 (54.2%) 11 (13.3%) 5 (6.0%)
Passing of your information to a
third party without your 4 (4.8%) 16 (19.3%) 41 (49.4%) 16 (19.3%) 6 (7.2%)
knowledge or permission
Table 6. Level of knowledge of associated security technologies
No I have I have heard of it and
knowledge heard of it know how it works
Firewall 15 (18.1%) 57 (68.7%) 11 (13.3%)
SSL (Secure socket layer) 26 (31.3%) 47 (56.6%) 10 (12.0%)
SET (Secure electronic transaction) 31 (37.3%) 36 (43.3%) 16 (19.3%)
Encryption 35 (42.2%) 35 (42.2%) 13 (15.7%)
Site Certification 34 (41.0%) 38 (45.8%) 11 (13.3%)
Table 7. Trust factors capable of influencing a customer to purchase online
Factor No. of Item Mean SD Cronbach’s alpha
Content and Functionality 8 3.038 0.965 0.675
Relevant Information 6 3.050 0.967 0.710
Offering and Value Added Serivces 4 2.988 0.921 0.649
Vendor Reputation 2 2.789 1.006 0.554
Table 8. Mean and standard deviation of individual trust Product Information 3.16 1.042
variable
Offering and Value Added Serivces
Factor Mean SD
Provides fast/effective feedback 3.00 0.841
Content and Functionality Offers low prices 2.89 0.856
Security seal 3.08 0.940 Offers branded products 2.96 0.917
Privacy seal 3.06 0.929 Uses advanced technology 3.10 1.055
Search facilities 2.95 0.825
Logos of well known brands 2.96 0.788 Vendor Reputation
Pictures of product 3.11 0.897 Well known in traditional world 2.59 1.036
Pictures of real people 3.05 1.070 Well known in internet world 2.99 0.969
Company logo 2.96 1.041
Navigation (layout and ease of use) 3.12 1.173
This study is not without limitations. First, self-report measures
Relevant Information were used as the primary source of data. This implies that our
Privacy policy 3.00 0.937 findings are subject to the validity of these measures. It raises the
Security policy 3.01 0.943 question of generalization. Results here, for instance, may not be
Frequently asked question (FAQ) 3.05 0.949 applicable to other, say, age group. Secondly, the relatively small
Customer service section 2.89 1.000 sample size became the source of some other limitations. Our
Guarantee/Insurance 3.19 0.930 intention was to use exploratory factor analysis (EFA) for data
174
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