| Keywords [eng] |
brand image, perceived price, perceived quality, intention to buy, perceived effectiveness of privacy policy, perceived privacy risk, cybersecurity, user privacy, vpn |
| Abstract [eng] |
The aim of this master’s thesis paper is to analyze the influence of brand image, price perception, quality perception, perceived privacy risk and effectiveness of privacy policy and on consumer intention to buy Nord VPN by using relevant academic research. After analyzing the relevant literature, a conceptual research model is created alongside with suggested hypotheses to test the relationships between the variables. The research uses a quantitative data approach, where the collection of data is done via an online survey. The online survey was conducted in English language, and the responses were collected using a convenience sampling method, by sharing it on social media platforms online to an audience of 20 to 35+ year old respondents, including respondents from outside of Lithuania. The survey collected a total of 337 responses, which were analyzed using the SPSS statistics analysis program, to test the reliability of the results, as well as their correlation and relationship between each other. The results of this research show an interaction between 6 variables: brand image, perceived price, perceived quality, perceived privacy risk, perceived effectiveness of privacy policy and intention to buy. The research detected that there is a direct influence of brand image, perceived quality, and perceived effectiveness of privacy policy on consumer intention to buy Nord VPN. The paper also provides recommendations for further academic research and suggestions for marketers working within the field of cybersecurity. |
