engleski

Mobile Commerce in Croatia and Serbia: a Security and Privacy Perspective

Privacy and security issues are highly important in modern, digital society. The privacy issue relates to online retailer behavior and possible misuse of data, while the problem of security relates to third parties interested in violating the privacy of data, without the consent of the retailer. These issues are sometimes crucial to smartphone shopping. Therefore, the authors have decided to research security, safety and privacy issues in the mobile (smartphone) environment. A literature review was followed by primary research i.e. a survey of the student population in Croatia and Serbia. The questionnaire included questions concerning the unwanted requirements for data, surveys, sending promotional messages, personal data misuse, consumer protection, online payments, return policies, etc. Three main research questions have been examined in this chapter. The first one focuses on the student population and their level of satisfaction with security and privacy issues in shopping via smartphones. The second research question examines whether there are significant differences between Serbian and Croatian smartphone shopper attitudes toward these issues. The third question examines whether smartphone shoppers are more satisfied with the ways of handling privacy and security issues. The main findings of this chapter are relevant for mobile commerce theory and should contribute to a better understanding of smartphone shopper behavior.

smartphone, shopping, security, safety, privacy

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