Merchandising/Marketing/Retailing: Branding

Does Gender Matter: An Exploratory Study of Influence of Cybersecurity, Privacy, and Trust on Purchase Intention

Author: Sanjukta Pookulangara (University of North Texas)

Abstract

Privacy is defined as a two-dimensional construct, involving physical space and information (Goodwin 1991). On the other hand cybersecurity can be defined as ‘‘a security relevant system event in which the system’s security policy is disobeyed or otherwise breached’’ (Shirey, 2000). There is a paucity of studies that has examined consumer perceptions of cybersecurity, furthermore, the role of gender with regards to privacy and security has provided mixed results (Yao, Rice, & Wallis, 2007; Sheehan, 1999). Thus, this study is a step toward filling the gap in the literature and was exploratory in nature and analyzed consumers’ perception of cybersecurity and privacy with respect to gender differences.

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How to Cite: Pookulangara, S. (2015) “Does Gender Matter: An Exploratory Study of Influence of Cybersecurity, Privacy, and Trust on Purchase Intention”, International Textile and Apparel Association Annual Conference Proceedings. 72(1).