Security Bulleted List
Preference Towards Purchasing Alternatives
Graphs: [Location] [Age] [Gender]
- The most popular methods of making purchases over the web are through a toll-free call/fax and through secure online communications (both 3.6 on a 5-point scale). This is consistent with the Sixth survey where there was still a slight difference between the two with toll-free call/fax being preferred. Users are still wary of providing credit card information through email (1.9). European respondents prefer an online transaction to a toll-free call. Men also seem to be more comfortable with online transactions than women (3.8 male, 3.0 females).
Providing Credit Card Information Through The Web
Graphs: [Location] [Age] [Gender]
- This question asked users to state their agreement(5)/disagreement(1) on a 5 point scale about providing credit card information through the Web. The slow trend toward increased acceptance of the web as a purchasing medium continues. In the Fourth survey, people agreed fairly strongly that having to provide credit card information over the web was a main reason they didn't buy through the web (3.6). This dropped to 3.4 in the Sixth survey and to 3.2 in the most recent survey. Women are much more cautious than men when it comes to providing credit card information and still agree that giving it out over the web is just plain foolish (3.6 women, 2.9 men). Older respondents are also more cautious. Dealing with a well-known vendor, lower prices, and better services are all factors that might persuade younger respondents to provide credit card information online.
Third Party Account Handling
Graphs: [Location] [Age] [Gender]
- For this question, users were asked to rate their preference for dealing with different third parties for the set-up of an account that would complete financial transactions with online vendors for purchases made online. The vendors would handle shipments. Higher numbers indicate a greater preference for a third party. Consistent since the Fourth survey, respondents prefer to deal with major credit card companies (4.1) or banks (3.5). European respondents have an even stronger preference for these two kinds of entities, but are also interested in digitally-based banks (3.2 Europe, 2.7 US). All groups of respondents are uncomfortable dealing with previously unknown mall operators (1.6). Males are more inclined to deal with digitally-based banks than females (2.8 males, 2.4 females). Younger respondents had more favorable impressions of all of the potential third parties listed than did older respondents.
Copyright 1997
Georgia Tech Research Corporation
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Georgia Institute of Technology
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