Examining the Effect of Individual Differences and Concerns Related to

ForReview
Only
Examining the Effect of Individual Differences and Concerns
Related to the Privacy Protection on Consumers’ Perception
toward the Use of IT
Journal: Journal of Managerial Psychology
Manuscript ID: JMP-12-2014-0363
Manuscript Type: Research Paper
Keywords: Privacy, Social identity, Social networks
Journal of Managerial Psychology

ForReview
Only
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Examining the Effect of Individual Differences and Concerns Related to
the Privacy Protection on Consumers’ Perception toward the Use of IT
Abstract
This study is formed to examine the effects of individual differences and concerns related to the
privacy protection on consumer perception toward the use of information technology. To collect
data, a classified random sampling and to analyze data, PLS and SPSS smart soft wares were
used. According to the result of conducted studies and analyses, the personal characteristics
positively affect the attitude toward the use of IT and factors related to the privacy protection
concerns negatively affect the attitude toward the use of IT.
Keywords: individual differences, privacy, consumers, IT
1-Introduction
With the progression of the internet and interaction tools, trade exchanges has considerably
changed, so that, the focus of documents on the paper has changed to the focused document on
the computer and online. By considering the expected growth of internet exchanges, it seems
that, this process has increased over the past decades (16). By promoting the internet and the
prevalence of its applications in the world, consumers have access to the information of business
exchanges much more than the past. In order to purchase products via the internet, the only
thing they need is transferring their personal data (name, address and credit card number) to the
seller. The International Electronic Commerce provides countless opportunities for the business
by giving more choices to the customers, faster transactions, more comfort and lower costs.
However, due to the wider risks associated with the electronic transactions, e-commerce
development is not always popular and desirable for the costumers, for example, when the
customer searches on the internet to buy online, purchases based on the information provided by
the seller which is sometimes wrong and fraudulent as well(16).
In addition, when customers send their information to the online retailers to complete purchase
information, their personal information will be at the risk of being disclosed to third person as
well as public. Among the negative effects that online shopping can have on customers,
protection of privacy and personal information are more important than other factors, and more
reports in connection with the consumer rights violation have been received and observed. Most
of customers are concerned of the security of their personal information which they have entered
through the e-commerce. During a research study, more than 82 percent of American adult
citizens have noted that preserving of their privacy and personal information is a key factor in
their membership or non-membership. Threat of losing the personal information which is
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obtained from new IT, particularly in industries such as finance and health care, make the
existence of solutions required for issues which include a wide range of measures such as the
reports of organization’s political strategy to legal intervention. Many experts have suggested
that people should be trained about the privacy protection (23). Thus, according to the
explanation presented, the main issue of this research is to examine the effect of concerns related
to the privacy protection on the customers’ perception toward the use of IT. This means that
each of the components related to the individual differences such as customer estrangement,
alienation and anxiety in using of privacy space, self-esteem and factors related to the privacy
protection including license, transfer and interaction with IT has what effects on the attitude and
the intention of the use of ICT.
1-2- The Research Literature
1-1-2- Description of the research topic
If an individual is able to gain access to the online information and services through different
sources, he will be able to be aware of the information of the majority of the internet users.
Therefore, as the online services such as online shopping and the internet elections have
increased and the forms related to the personal information have also become popular, issues
such as the privacy and personal information increase as well. Thus, various regulatory
organizations have legislated different security rules in this context, and regarding this
significant issue that how to protect the personal information and privacy, different rules are
presented. Meanwhile, the important issue is to consider the personal characteristics such as
self-alienation, self-esteem and the cases related to the concerns of maintaining the private space
such as license, transfer, and amount of interaction with the IT and the impact on the individual's
attitude in the field of the use of ICT as well as the online services. These three components are
the parts of the presented research model that assumes beliefs influence attitudes and the
attitudes influence the behavior as well. Invasion of personal data, media, personality
characteristics and etc. all can affect this believe. Individuals make up the attitudes toward
intelligence operations. This matter in turn can lead to the conflict with interests of the company.
For example, consumers may be willing to get involved in consumer advocacy activities such as
boycott the company or adopt legal actions rather than presenting their information. This model
assumes that individual differences affect the public concern regarding to the information
security. Individual differences, concern for the information security and the various properties
of the company influence the consumer attitude related to the organization. Both concern for
security and attitudes toward a particular action cause a behavioral intention or desire (23).
a. Individual differences
In the field of physical security, psychological researchers have found that the high self-esteem is
connected with the positive perception of security. It is hoped that this study determine whether
there is a similar association in the field of information security or not. Consumer sentiment is a
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relevant variable resulting from the policy orientation. It should be found that how much the
perception of the security is affected by the hatred of consumer from the action of company.
Finally the computer anxiety is an individual difference affected by technology which offers an
insight about the impact of public concerns of consumer about the technology on the information
security (13).
b. Self-esteem
In connection with the self-development and the ability to work independently, self-esteem
includes a sense of self value and self-respect. Subjects with low self-esteem are self-contained,
isolated and anonymity. Therefore, a sense of having self-humiliation is accompanied by an
increased need to the security.
c. Consumer alienation
The sense of alienation involves a feeling of separation from the norms and values of the market.
Feel overwhelmed (the inability of consumers to help to determine market actions, market
environment and events within the market) and anomie (the lack of trust in the company and
market actions). People with a high degree of sense of alienation are more concerned about the
security of their information and their attitude toward the information operations is more
negative (13).
d. Anxiety and fear of computers
Despite the growth of computers in our society, some people avoid it due to the fear. People
with lower fear of computer are likely to behave more comfortable during the computer work.
Consumers who think computers have a profound effect on the society through affecting the flow
and fair distribution of personal information probably give a negative response to the intelligence
measures (18).
e. Behavioral intentions
Intentions in turn are derived from the attitudes toward proposed behavior as well as the
subjective social norms. This study has focused on the subjects' intentions to engage in a
behavior, such as boycotting or threatening to prosecution. This variable is greatly related to the
institution which prefers to reduce these measures. Some researches represent the relation
between information confidentiality attitudes and the behavioral intention.
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Previous studies have found that the concerns for maintaining the information security have
affected the attitude toward the information disclosure. The concern for the information security
perhaps should be in a continuum of low, moderate, high or lack of worry. This concern has four
dimensions: study of consumer concerns about its collection (a lot of information about
individuals is collected), secondary application (actions of collecting data for one purpose and
then using it for another purpose), error (in its quality) and achieve to it (whether someone has
access to the information have been already collected or not). Thus, the main question of the
research is this basic and principal point that each of the mentioned components is related to the
individual differences, including self-esteem, consumer alienation and computer anxiety as well
as the components of preserving privacy how to influence the attitude and intention to use
information technology. It means that whether the individual characteristics of different users
lead to different attitudes regarding privacy and information security in the use of Information
and Communication Technologies and whether this could affect the intention to use information
technology (18).
1-2-2- A Comprehensive Program of E-commerce Security
Despite all the benefits of e-commerce, doing online transactions and communications provide a
bigger situation for the misuse of technology and even criminal acts. These problems are not
limited to e-commerce. They are part of the widespread problems with which information
systems and computers are faced throughout the world. Every year many organizations are
targeted by offences related to the information security, from virus attacks to commercial scams
such as commercial sensitive data and credit card confidential information theft. Such security
attacks lead to millions of dollar loss and disruption in company activities.
Many reporters and consultants have estimated the damages costs associated with the security
defects billions of dollars. However, what the more important than the amount of damages
accuracy is, is the fact that, with the rise of information system users, easy access to the
information and increasing number of technical aware users, it can be easily assumed that
number of technology misuses and security threats are increased in the same proportion as well.
Unfortunately, since many companies do not like to confirm penetration to their systems and
share their information about these penetrations and the extent of them with others, the exact
amount of damages which companies have suffered from the security-related crimes, cannot be
obtained.
Reluctance to provide information about the security defects arises from the common fear that
public awareness of such shortcomings causes the distrust of customers toward the company's
ability to maintain its assets; thus, the company will lose its customers and profitability. Since
today's consumers are distrustful toward presenting online financial information, companies do
not earn anything by voluntarily confirming the fact that they are victims of security-related
crimes. With today's media excitement around the internet and its features, maintaining a
positive image of e-commerce security in the minds is the most important concern of many
companies and for staying and surviving in the competition is absolutely necessary. Lack of the
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first-hand knowledge of real cases make planning and dealing with the security threats much
more difficult; however, technologies and information security procedures, overall management
techniques in planning and protecting IT sources of organization have considerable progress in
the past decade (2).
Currently, there are many experts that in the field of cyber security have been skilled and they
have many strategies to protect e-commerce technologies from potential offenders of cyber
space. Many companies have realized that for success in e-commerce, in addition to the security
procedures which are designed to protect IT resources, they require investment and planning to
establish a comprehensive security program so that through which protect their assets in the
internet and prevent offenders from penetrating to their systems that causing damages to their e-
commerce activities. Comprehensive e-commerce security program includes protective programs
which use existing technologies, software and hardware, personnel, strategic planning and
management plans which are designed and implemented for the protection of resources and
operations of e-commerce companies.
Such program is necessary for the overall survival of company's e-commerce activities and
organization should consider it as an essential component in the successful e-commerce strategy.
Success of such programs depends on a complete support of the high-level executives and full
involvement of IT and management in order to perceive the effectiveness and limitations of the
program. In addition, to ensure the program being up to date and its tools and consistent with the
latest technologies and management techniques it must be continuously assessed and evaluated
(2).
1-2-3- Concepts of Consumer Privacy Protection
As defined before, the information security refers to maintaining the confidentiality, integration
and availability of information from unauthorized persons. Here, the three of "confidentiality ",
"integration" and "availability" are explained. Experts in this field have argued that in addition
to these three concepts, other cases must be considered as well, such as "auditing", "ability to not
deny performing action" and "being original". People often look at the privacy as an issue
related to morality or as a kind of legal right (6).
In fact, for the first time, the inalienable right of individuals for privacy or the right of the
individuals to be alone adopted at Harvard University in 1890 in America. According to Westin
(1967), privacy refers to the claims of individuals, groups and institutions to have the right that to
what extent, how and when they allow that their information in the interaction with others to be
published. Also, Goodwin (1991) has stated that the individuals’ privacy is their ability to
control the presence of others in the environment during a commercial business interaction.
Foxman and Kilcoyne(1993) proposed an operational conceptual framework that the collected
data sets and also this matter that customers are aware of the collected data sets or not, were
defined based on it. Privacy is a term that is difficult to define and according to the content and
context in which it can be used, has different meanings (3).
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Foxman and Kilcoyne(1993) have noted that the privacy depends on this concept that, exactly
what kind of information individuals know as private. The privacy and violation of it depend on
the unique experience of individuals and their position in the society. In the field of online
environment Strauss and Rogerson (2002) have stated that privacy refers to what and which
category of information should be collected and how it should be used.
In addition, Wang et al. (2002) have stated that the privacy violation refers to the illegal
disclosure, unauthorized collection and use of others from individuals’ personal information
which is a direct result of e-commerce interactions. Moreover, Sheehan and Hoy (2000)
declared that privacy is related to collect properly and with license, disclosure or dealing
personal information which is achieved by getting involved in commercial transactions.
Generally, to define consumer’s privacy protection, the concept of privacy should be classified.
This concept was recognized in 1980, when the concept of “right to be let alone” expressed.
Although, it does not exactly refer to privacy, but includes the legal aspects of the current
concept of private space and it means the right of individuals to protect their private space (16).
Also, in the Justice Department of America, this term is defined as the concept of individuals’
right to keep the personal information related to the other individuals as well. In addition to the
legal right which is cited in privacy concept, personal and private information (which is another
feature of private space) in the Supreme Court of America has been recognized as the privacy
right. Therefore, the concept of consumer privacy protection should not be too far away from the
traditional concept. The only distinction between private space protection as a general concept
and maintaining customer information specifically on trade is the respect and observe the
personal and confidential information of individuals. The information which is used in the field
of business interactions and exchanges is confidential and should be regarded as consumers’
confidential information which is necessary to protect. This information should not be placed in
the public access without permission and getting license. The customer privacy must be
considered as a legal right for covering consumer's personal information. The Federal Trade
Commission of America has recognized customer privacy as the customer’s individual right
against the other industries. It means that based on this right, the Federal prevents the publication
and distribution of personal information of consumers in unfair methods (16).
1-2-4- Dimensions of privacy
According to Clarke (1997), dimensions of privacy include individuals, the privacy of personal
behavior, privacy of personal communications, protection of personal data, privacy of living
away from others and privacy of being alone. Privacy of the person is also referred to as “bodily
privacy”, meaning that it refers to preserving the integrity of the individuals’ body. Privacy of
personal behavior or media privacy relates to the all aspects of human behavior, particularly
some behaviors and sensitive matters (e.g. sexual preferences, political activities and religious
practices).
Privacy of personal communication is defined as the privacy and rights that individuals have
about their personal communication and should not be disclosed through the public media and
without the supervision and control of an individual and a particular organization. Data privacy
is also known as the individuals’ information privacy or personal data refers to the fact that
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personal data should not be available to other individuals or organizations without the permission
of the person, even if the data is provided by third person. People must be able to substantially
control over their personal information and data (13).
1-2-5- Privacy vs. Security
Privacy and security are often discussed as the same concepts and often bring the same
meanings; however, these two are sometimes contradict and deny each other. Privacy is linked
to a set of the legal requirements and good practices such as informing individuals of what data
and information will be collected and how it will be used. Security refers to the technical aspects
that ensure integrity, confidentiality, authentication and re-cognition of transactions (10). In
addition, according to Camp (1999) privacy needs to security, because it cannot be protected
without controlling of available data.
1-2-6- Factors that increase the protection of individuals’ privacy
There are many factors that cause concern toward protecting the privacy of individuals. One of
these factors is the massive volume of data that is collected from legal or illegal resources. Many
studies have been conducted in the field of privacy and data collection by different researchers
(12). Studies have also shown that the ability to control data and personal information is related
to the privacy concerns (5, 17). Prabhaker (2000) has also stated that the main concern and
problem associated with the internet is not the information disclosure, but it is the lack of
customers’ awareness and their concerns about this issue that what their data is used for. To the
extent that information is freely delivered by customers and if they would be fully aware of how
the information is used and its applications, individuals’ privacy is not violated (20).
The collection, control and awareness all are parts that Awad Krishnan (2006) has collected as
the individuals’ information privacy and this term includes all features that allows consumers to
have access the information which company has collected about individual and also be informed
of how the collected information to be used. Another related factor is the cost and benefit. This
way some people in return for the monetary or benefits, disclose other’s personal information (3,
9, 14, 12, 20, 8).
Other factors that are related to the privacy include demographic factors such as personal
experience (15, 19). For instance individual’s negative experiences and knowledge regarding the
privacy policy of (21). In addition, trust, risk and behavioral intention can affect the individual
concerns related to their privacy protection. In general, personal features influence beliefs, trust
and risk (17).
3-Conceptual model and research hypotheses
The present conceptual model which is adapted from Schwaig and colleagues’ (2013) conceptual
model include individual differences and maintaining private space as the independent variables
and the attitude as the dependent variable. In this study, according to the present conceptual
model, the impact of individual differences (self-esteem, anxiety of system, alienation of
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computer) and private space (license, transfer and interaction with system) on the attitude toward
the use of IT are measured.
Figure 1: The conceptual model adapted from Schwaig et.al. (2013)
The primary hypotheses of research
- Individual differences affect the attitude toward the use of IT.
- Concerns related to protecting privacy affect the attitude toward the use of IT.
- Attitude toward the use of information technology affects the intention of the use of IT.
The secondary hypotheses of research
- Self-esteem affects the attitude toward the use of IT.
- Customer alienation affects the attitude toward the use of IT.
- Anxiety in the use of computer affects the attitude toward the use of IT.
- Concerns related to collecting information affect the attitude toward the use of IT.
- License affects the attitude toward the use of information technology.
Attitude toward the use
of IT
Self-esteem
Self-alienation
Anxiety of
system
Liscene
Transfer
Interaction
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- Interaction in information technology affects the attitude toward the use of IT.
4 - Reliability and Validity of the Research Questionnaire
The main method of estimating internal consistency is Cronbach’s alpha coefficient. Cronbach’s
alpha is a coefficient of reliability and compatibility that measures internal consistency of the
model. In other words, the Cronbach's alpha measures that how well a set of observed variables
explains a latent variable. Values above 0/7 are optimal for Cronbach's alpha. In this study,
Cronbach's alpha coefficient is used for each variable separately (16).
Table 1 – Cronbach’s alpha coefficients
VariableCronbach’s alpha coefficientsnumber of items
Self-esteem0.7775
Alienation0.7065
Anxiety0.7044
Transferring data07083
Interaction0.7663
License0.7004
Attitude0.8183
Total questionare0.74327
According to Table 1, all Cronbach's alpha values for structures are greater than 0/7 and therefore the
reliability of the data is confirmed.
5 - Fitting Structural Model of the Research
1-5- Path Analysis
The second step in the Huland procedure is using path analysis, coefficients of determination and
the fit indices of model. In the path analysis the relationships between variables flow in one
direction and are regarded as distinct paths. The implications of the path analysis are explained
in the best way through their main features, namely the path diagram that reveals the possible
causal relationships between variables.
2-5-Fit Indices
Despite a variety of online tests, which are generally called fit indices are compared and
developed continuously, but still, there is not general agreement even about an optimal test. The
result is that different essays have proposed different indices. And even popular versions of
structural equations programs, such as Amos and LISREL softwares, provide a large number of
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fit indices (1). The indices have been classified in different ways that one of the main
classifications is the absolute, relative, internal and external fit model. Each of these indices is
located in the interval between 0 and 1 and the more it gets closer to 1 or more than (0/5)
indicates a good and perfect fit model. Generally, these four indices fit the quality of model (17).
External model index examines the relationships between observable variables with latent
variables and interior model index fit the relationships between observable variables with other
observable ones (17). Tables 2 and 3 show fit indices of the research conceptual model (general,
specific).
Table 2: Fit Indices of the General Model of Research
Type of indexIndex value
Absolute index0.541
Relative index0.595
External model index0.925
Internal model index0.642
Table 3: Fit Indices of the Specific Model of Research
Type of indexIndex value
Absolute index0.508
Relative index0.658
External model index0.951
Internal model index0.629
Accordingly, after confirming the model, we can use the results of path analysis in the
hypotheses test and interpret it.
6 – Examination of the research hypotheses
This model indicates that the hidden variables (latent) which in other words are the conceptual
picture of the model's hypotheses, in practice and in reality and according to the observations and
information obtained from the questionnaire, to what extent are correlated and with regard to the
this correlation which is the same existing coefficient in the model, how the research hypotheses
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are confirmed or rejected. In the sequence, examining the research hypotheses along with the
path coefficients is done.
6-1 –The primary hypothesis test of the research
The first primary hypothesis: Individual differences affect the attitude toward the use of IT.
According to Table 4 listed below, with regard to the obtained significance level for the
hypothesis that is 0.003, the error level of 0/06 is confirmed. It should also be noted that the
condition being significant is that the significance level resulting from the error level that have
been 0.06, would be less. Also, the path coefficient is positive which reflects the fact that the
impact of individual differences on attitudes toward the use of ICT has been positive.
Table 4 – the Path Coefficient of individual differences on the attitude toward the use of IT
The second primary hypotheses: the attitude toward the use of IT affects the intention of the
use of IT. According to Table 5 and the obtained results for the hypothesis, also with regard to
the obtained significance level that is 0.013 and is smaller than 0.06, in the error level of 0.06 is
confirmed. It should be noted that the condition being significant is that the significance level
resulting from 0.06 that is the error level of research, would be less. With respect to all these
matters, this primary hypothesis is confirmed. Another notable point is that the obtained path
coefficient for this hypothesis is negative. This shows the fact that although the attitude toward
the use of ICT affects the intention of use, but the effect is negative. This means that different
factors such as fear of computer usage and alienation of customer and fear of not being allowed
to use personal data will lead to the formation of negative attitudes. Complete description of
these hypotheses and analyses related to the secondary hypotheses that are attitude’s components
has been presented later in this chapter and its discussion in Chapter 5.
Table 5- the path coefficient of attitude toward the use of ICT
The independent
variable
Path
coefficient
Test statistic
Significance
level
Result
Individual
differences
0.1882.9550.003confirmed
The independent
variable
Path
coefficient
Test statistic
significance
level
Result
attitude toward the use-0.01592.5060.013confirmed
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6-2 – The secondary hypotheses test of the research
The first secondary hypothesis: Self-esteem affects the attitude toward the use of information
technology. This hypothesis in the error level of 0.06 and with the obtained significance level
that is 0.017 has been also confirmed. It has been presented in the table below. It should be
noted that the condition being significant is that the significance level resulting from the
considered error level for the present study that is 0.06, would be less. This condition is met in
this study; therefore, the first secondary hypothesis is confirmed. The obtained path coefficient is
positive, which reflects the fact that the impact of self-esteem on attitude toward the use of ICT
is positive.
Table 6- the path coefficient of self-esteem on the attitude toward the use of IT
The second secondary hypothesis: The customer alienation affects the attitude toward the use
of IT. This hypothesis in the error level of 0.06 and with the obtained significance level that is
0.01 has been also confirmed. It has been presented in the table below. It should be noted that
the condition being significant is that the significance level resulting from the considered error
level for the present study that is 0.06, would be less. This condition is met in this study;
therefore, the second secondary hypothesis is also confirmed. The obtained path coefficient is
negative which reflects the fact that the impact of the alienation of customer on the attitude
toward the use of IT is negative. In other words, when users have feeling of alienation toward
the system’s electronic activities their attitudes toward the system will be more negative.
Table 7- the path coefficient of customer alienation on the attitude toward IT
The third secondary hypothesis: The anxiety in the use of computer effects on the attitude
toward the use of IT. This hypothesis in the error level of 0.06 and with the obtained
significance level that is 0.146 has not been confirmed. It has been presented in the table below.
It should be noted that the condition being significant is that the significance level resulting from
the considered error level for the present study that is 0.06, would be less. This condition is not
met in this study; therefore, the third secondary hypothesis is rejected. Thus, it is concluded that
in the error level of 0.06, the anxiety in the use of computer does not have any significant effect
on the attitude toward the use of IT.
The independent
variable
The path
coefficient
Test statistic
Significance
level
result
Self-esteem0.1512.4040.0117confirmed
The independent
variable
path
coefficient
Test statistic
Significance
level
result
customer alienation-0/1081.6280.01confirmed
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Table 8- the path coefficient of anxiety on the attitude toward IT
The fourth secondary hypothesis: Concerns related to the collecting information (transfer)
effect on the attitude toward the use of IT. This hypothesis in the error level of 0.06 and with the
obtained significance level that is 0.110 has not been confirmed as well. It has been presented in
the table below. It should be noted that the condition being significant is that the significance
level resulting from the considered error level for the present study that is 0.06, would be less.
This condition is not met in this study; therefore, the fourth secondary hypothesis is rejected.
Thus, it is concluded that in the error level of 0.06, Concerns related to the collecting information
do not have any significant effect on the users’ attitude toward the use of IT.
Table 9- the path coefficients of concerns related to the collecting information on attitude
The fifth secondary hypothesis: License affects the attitude toward the use of information
technology. This hypothesis in the error level of 0.06 and with the obtained significance level
that is 0.01 has been confirmed as well. It has been presented in the table below. It should be
noted that the condition being significant is that the significance level resulting from the
considered error level for the present study that is 0.06, would be less. This condition is met in
this study; therefore, the fifth secondary hypothesis is also confirmed. The obtained path
coefficient is negative which reflects the fact that the effect of concerns related to the license on
the attitude toward the use of IT is negative. In other words, when users have feeling of
uncertainty about electronic system’s license, their attitudes toward the system will be more
negative.
Table 10- the path coefficient of license on the attitude toward the use of IT
The independent
variable
path
coefficient
Test statistic
Significance
level
result
anxiety0.0911.4570.146rejected
The independent
variable
path
coefficient
Test statistic
Significance
level
result
Concerns related to
the collecting
information(transfer)
-0.102-1.6030/110rejected
The independent
variable
path
coefficient
Test statistic
Significance
level
result
Concerns related to
license
-0.257-0.8130/041confirmed
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The sixth secondary hypothesis: the interaction with IT affects the attitude toward the use of
IT. This hypothesis in the error level of 0.06 and with the obtained significance level that is
0.017 has been confirmed as well. It has been presented in the table below. It should be noted
that the condition of being significant is that the significance level resulting from the considered
error level for the present study that is 0.06, would be less. This condition is met in this study;
hence, the sixth secondary hypothesis is also confirmed. The obtained path coefficient is
negative which reflects the fact that the effect of concerns related to the interaction on the
attitude toward the use of IT is negative. In other words, when users have feeling uncertainty
toward properly maintaining their personal information in databases of electronic systems, their
attitude toward the system will be more negative.
Table 11 – the path coefficient of interaction on the attitude toward the use of IT
7 – Discussion and Conclusion
With the advent of the internet and the prevalence of its applications in the world, different fields
of business, political and social areas began to use it. The popularity of this new technology
among different societies, particularly in the field of trade, provided a good opportunity for
businessmen and activists of this industry until with the presence in the cyberspace of web,
eliminate many of the limitations of geography and time, and gain huge profits in this area.
Also, the educated and academic stratums quickly began to investigate and study around this
profitable surprise (Shahriari, 2007; Faghihi et. al. 2010; Ahmadi and Ardakani, 2011; Mahdi
Hatef, 2009; Rigard, 2009; Schwaig, et. al. 2013; Harnik, 2004; Ji Yang Cha, 2010). But besides
many opportunities which have been provided by IT and the internet, big challenges also
threatens companies and consumers of this technology and the matter is to protect the personal
privacy and personal information that individuals give to different websites for shopping.
Furthermore, some studies have acknowledged that some individual characteristics in shaping
people's attitude for the use of information technology are effective as well. The present study
seeks to investigate the effect of individual differences and concerns related to the privacy
protection on consumers’ perception in with the use of IT. To achieve this goal, two primary
objectives and six secondary objectives has been set.
The first hypothesis of this study which has examined the impact of self-esteem on the attitude
toward the use of ICT, in the error level of 0.06, with the path coefficient of 0.151 and in the
significance level of 0.017 has been confirmed. Thus, such factors that refer to the individual
characteristics of users, such as feelings of self-worth, self-esteem and confidence to their
The independent
variable
path
coefficient
Test statistic
Significance
level
result
Concerns related to
interaction
-0.097-1.3540/017confirmed
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individual capacities, can have a positive impact on the users’ perception toward the use of IT.
This means that with increasing levels of self-esteem in the person, the user's perception toward
the use of information technology will be more positive. The result of this hypothesis does not
comply with the studies of Schwaig et al. (2013), Landers and Lounsbury (2006), Malhotra et al.
(2004) and Rowley (2004).
The second hypothesis of this study which has examined the impact of customer alienation on
the attitude toward the use of IT, in the error level of 0.06, in the significance level of 0.01 and
with the path coefficient of -0.108 has been confirmed. The result of this hypothesis comply
with the studies of researchers such as Schwaig et al. (2013), Mady (2011), Hatef (2009), Milne
and Rohm (2000), Awad, Krishnan (2006). They believe that the information transparency and
fear and concerns of individuals from companies’ policies lead to their anxiety toward sharing
their personal information in the cyberspace of web and ultimately lead to the formation of
negative attitude toward the use of ICT as well.
The third hypothesis of this study which has examined the impact of interaction on the formation
of the attitude toward the use of ICT, in the error level of 0.06 with the path coefficient of -0.097
and in the significance level of 0.017 has been confirmed as well. The negative sign of path
coefficient indicates the fact that the interaction has a negative effect on the formation of attitude
toward the use of information technology. This means that users’ fear of selling their personal
information to others as well as the lack of users’ trust toward organizations for giving personal
information lead to the formation of a negative attitude in them.
The fourth hypothesis of this study which has examined the impact of license on the users’
perception toward the use of ICT, in the error level of 0.06, with the path coefficient of -0.257
and in the significance level of 0.041 has been confirmed. As has been stated previously, the
negative path coefficient represents the fact that the influence of license on the users’ perception
toward the use of IT is significant but negative. Individuals’ concerns about the use of their
personal information without license lead to the formation of negative perceptions toward the use
of IT. The result of this hypothesis complies with the studies of Huang and Lin (2005), Gurau
and et al. (2003), Awad and Krishnan (2006) and Schwaig et al. (2013). Another hypothesis of
this study which has examined the effect of transfer element (collecting information) on the
formation of users’ perceptions toward the use of IT, in the error level of 0.06, with the path
coefficient of -0.102 and in the significance level of 0.110 has been rejected. Thus, the result of
this hypothesis indicates the important fact that collecting the users’ personal information which
were stock brokers in this study, did not have any effect on the formation of the attitude toward
the use of IT. This could be due to this possibility that with respect to the presented descriptive
statistics, most of these brokers have been in the age range of 20-30 years and also they have 5
years’ experience in the use of stock’s information systems. Since young people are often
extroverted and have high energy to tolerate high risks and also have a low sense of being
cautious, they do not have any hesitation toward sharing their information. Thus, they feel less
anxious and have a strong desire to success. Consequently, they have a strong desire to be
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successful in investing and this factor causes that they accept more risk. Finally, in the last
hypothesis of this study it is important that anxiety affects the formation of users' perceptions
toward the use of information technology. This hypothesis in the error level of 0.06, with the
path coefficient of 0.091 and the obtained significance level that is 0.146 has been rejected.
Therefore, according to the result of this study, in the error level of 0.06, anxiety does not have
effect on the use of IT. The reason is that the study sample space is young. According to the
conducted studies and researches, few differences have been recognized between the characters
in online and offline communities (Valkenburg and Peter, 2007; Buffardi and Campbell, 2008).
Furthermore, the most users of cyberspaces and the internet are young people, especially
academic and educated stratums (Boyd, 2007; Judd and Kennedy, 2010). Citing the results of
these studies it is concluded that because the research sample space are being young, individuals
are risk taker and very interested in and curious about information technology. Therefore, they
have a strong tendency to use computers and information systems, and do not feel anxious about
it. Furthermore, if they feel anxious, this factor has no effect on their perception toward IT. The
results of this research have several implications for web designers and those who are involved
in internet advertising and business for finding their target market carefully and using practical
strategies for influencing them properly.
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