Three Essays on Electronic Word of Mouth Participation and Security Compliance in Organizational Setting
Yoo, Chul Woo
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The purpose of first essay is to understand how electronic word of mouth influences the online shopping patterns of customers. The idea behind the concept of Electronic Word of Mouth (e-WOM) is very important to the visibility of individuals and businesses seeking exposure on the Internet. e-WOM is defined as "any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet". This study draws on motivation theory and identification theory to understand how e-WOM influences online shopping behavior. The results from the empirical examination are very encouraging. The proposed research model is supported as well as the accompanying hypotheses. The findings illustrate that the intrinsic motives (e.g., desire to help other customers) are more important than the extrinsic ones (e.g., monetary rewards) as the antecedents of e-WOM participation. It was also found that personal site identification has a greater impact on e-loyalty when compared to social site identification. Second essay attempts to investigate the impact of group characteristics on information security compliance. In the information age, the failure of an organization to make employees comply with its information security policies is regarded as a key threat. For this reason, investigating employees' information security policy violations has been a major concern in information security research. In most previous studies, information security compliance behavior was investigated at the individual level. The mechanism of information security compliance from a group perspective is not well known, either to practitioners or researchers. Therefore, this study is contributing to information security area by exploring the group compliance issues. For empirical validation, the survey research method is adopted. The results show there are significant connections between group security compliance intention and centrality compliance motivator alignments. Several theoretical contributions and managerial implications are discussed. Last essay explores the impact of psychological ownership, security coordination, and flow experience in using security education, training and awareness (SETA) program on employees' security compliance. Previous studies investigated security compliance through the lens of deterring effect of security policy, user copying appraisal, principal-agent aspects, and etc. They examined why employees complied with security policies, how deterrence policies worked, and how an individual's security compliance behavior influenced his/her peers' security compliance intention. However, this study aims to investigate the impact of psychological ownership and security coordination on security compliance and SETA participation. And the role of flow dimensions in SETA as an antecedent of those is also explored. To achieve these goals, we propose a theoretical framework and analyze the data collected by survey method. Flow dimensions in SETA are extended to goal clarity, challenge, feedback, autonomy, immersion, social interaction, and knowledge improvement. Results illustrate that psychological ownership and security coordination are positively associated with security compliance. Most of flow dimensions of SETA show significant relationships with psychological ownership and security coordination. Several theoretical contributions and managerial implications are discussed.