The Effect Of Situational Normality and Information Privacy Concerns towards Trusting Belief in Electronic Retailing Business

Harryanto, Gani (2017) The Effect Of Situational Normality and Information Privacy Concerns towards Trusting Belief in Electronic Retailing Business. Diploma thesis, Universitas Andalas.

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Abstract

Rapid development of internet has led to massive change from traditional shopping activity to electronic shopping activity. This new shopping style is related to many uncertainties and unpredictable circumstances. Via an initial trust-building model, the purpose of this paper is to examine consumer’s trusting belief in an online retailer, in consideration of situational normality and information privacy concerns. This research use a convenience sample of 170 students from Andalas University. The data is processed by using SPSS 16 and PLS 3.0. Result of this research indicate that situational normality has an influence trusting belief of consumer on electronic retailing. While information privacy concerns has no effect on trusting belief of consumer, other factor should not be ignored such as company reputation, structural assurance and IT security assurance. Keywords: Trusting Belief, Electronic Commerce, Retailers, Privacy, Situational Normality, Consumer Behavior

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