To be a trustworthy website, do better in information privacy and security: customer’s attitude towards internet privacy and security in buying cosmetics products online

Abstract: With the rapid development of Internet, the number of online customers is
growing fast. But there are still lots of Internet users who view shopping
cosmetics online as risky. The purpose of this study is to provide a deep
understanding of customers’ perception on perceived privacy and security
concerns associated with trustworthy cosmetic website. Two research
questions focus on the characters of trustworthy website and the customers’
concerns about information privacy and security. A multiple-case study
research was conducted. The findings of this study indicate that, character
of Providing transactions confirmations, Stick to promises, Deal with error
efficiently and Trusted “word-of-mouth” communications are regarded as the
most important to building trust of cosmetic website. The concerns of No
credit card security guarantees, Without notice, No choice, Information
distribution, No secure transaction technology and Some shop are not secure
are perceived by most of respond.