Abstract

Yao Chuan Tsai and Jong Chao Yeh*

Consumers’ information security and privacy for online shopping is a fundamental concern of decisionmaking for purchase. In this study, the technology acceptance model was used as a framework to explore website characteristics related to perceived risk of information security and purchase intention. A survey was conducted with a sample size of 387 online shoppers, methodology was done using LISREL 8.54 and SPSS 12.0 to perform factor analysis in order to obtain the factors of the construct and to measure their validity and reliability, the study revealed that website characteristics positively influence perceived risk of information security and privacy and further, have an impact on purchase intention. This study showed that perceived risk of information security and privacy on a website is strongly related to purchase intention. Website management must therefore be strengthened- first, by upgrading the network security of e-commerce technology, and second, by developing e-commerce security management systems. Moreover, a website platform should be constructed to improve awareness of consumer information security and to ensure a secure environment for online shopping. Finally, it is important to strengthen integrity management in order to enable consumers to securely buy goods online.