| Abstract [eng] |
In modern days, online marketplaces has taken a special place compared to traditional, physical marketplaces when shopping by customers as recently most of customers tend to by products from online marketplaces. With all those new trends, sometimes, it can be obtained that customer’s online shopping behavior data and privacy data are used by online shopping stores for some commercial-based purposes with the acknowledgement of customers or sometimes without the acknowledgement of the customers. For purposes such as personal recommendations, personalized prizing, recommendations based on customer’s travel location etc. From this FMT, it was intended to find out reasons behind customers are using online stores continuously even with privacy data leakage and perceived risk. Problem, objective and tasks of the FMT: The problem was how do trust, attitude and perceived brand trust of the e store effect on customer’s intention towards continuous use of e stores even with privacy concerns and perceived data leakage risk. The research aim was to find out reasons behind customers are using online stores continuously even with perceived risk and privacy data leakage. According to research model, perceived data leakage risk and privacy data leakage were independent variables and continuous use of online stores was the dependent variable. Attitude and trust were mediators between independent and dependent variables. Perceived brand trust acted as moderator between independent variables and attitude. As the objective, two famous online stores were selected. One is Pigu lt from Lithuania and other one is Daraz lk from Sri Lanka. Research methods used in the FMT: A quantitative data collection method was used for this research as it was needed to obtain a clear final result using collected data analyzing in a analytical way and previous studied referred for theoretical analysis also used the same quantitative method. So, data were collected using an online distributed questionnaire by Google forums in Lithuania and Sri Lanka about online stores. Research and results obtained: For the survey 308 participants were participated from both Lithuania and Sri Lanka. From those participants, 26.9 female participants and 73.1 male participants. After analyzing all collected data using SPSS 2024 software, it was obtained that privacy concerns or perceived data leakage are not directly affecting on trust or attitude. Perceived brand trust of the store doesn’t reduce the direct negative impact by privacy concerns or perceived data leakage risk on attitude. As well attitude mediate the relationship between privacy concerns and continuous use of online stores, but attitude doesn’t mediate the relationship between perceived risk and continuous use of online stores. Trust has a direct positive impact on attitude and attitude has a direct positive impact on continuous use of online stores. As well, privacy concerns have a direct negative impact on continuous use of online stores while controlling attitude and perceived data leakage has a small direct negative impact on continuous use of online stores. |
